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Course Description

In this course, you will explore what marketing entails, the mindset needed for success, and the importance of customer relationships. You will examine the concept of customer lifetime value (CLV) and gain practice calculating CLV and related metrics. You will also be introduced to a marketing framework that provides an approach to product design and marketing to apply in the workplace. Finally, you will apply your knowledge to develop a Go-To-Market Plan, building the skills needed to implement essential marketing concepts.

Faculty Author

Stijn van Osselaer

Benefits to the Learner

  • Think like a customer-centric manager
  • Consider the steps needed to take a product to market
  • Embrace the concept of customer lifetime value and use formulas to compute it

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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