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Course Description

In this course, you will identify the stages of the customer journey and consider the importance of tailoring your promotional and customer support efforts to the needs of customers at each stage. You will also begin to narrow your marketing focus by identifying potential customer segments that represent the best fit for your product. Along the way, you'll calculate what it costs to acquire a customer. You will then apply these skills to further develop a Go-To-Market Plan that describes potential customer segments and their customer journeys.

The following course is required to be completed before taking this course:

  • Key Performance Indicators for Marketing

Faculty Author

Stijn van Osselaer

Benefits to the Learner

  • Assess customer behavior and the customer decision journey
  • Analyze the market to identify potential customers and define market segments
  • Calculate the cost to acquire a customer

Target Audience

  • Marketing managers
  • Product managers
  • Entrepreneurs and small business owners
  • Anyone responsible for bringing a product to market
  • Non-marketing professionals and business leaders looking to develop customer strategy

Applies Towards the Following Certificates

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Cornell SC Johnson College of Business
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