Loading...

Course Description

In this course, you will select the most promising customer segments to target and position a product in a way that makes it attractive to potential customers. You'll also use the Importance-Performance Model along with other analytical tools to help you choose a target segment. You will discover how to craft a product positioning statement for a Go-To-Market Plan, applying your knowledge for success.

The following courses are required to be completed before taking this course:

  • Key Performance Indicators for Marketing
  • The Customer Journey and Segmentation

Faculty Author

Stijn van Osselaer

Benefits to the Learner

  • Explore the use of analytical tools in the targeting process
  • Choose your target segments
  • Position a product to address the needs and desires of the targeted segments

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

Loading...
Cornell’s SC Johnson College of Business
Thank you for your interest in this course. Unfortunately, the course you have selected is currently not open for enrollment. Please complete a Course Inquiry so that we may promptly notify you when enrollment opens.
Required fields are indicated by .