Course DescriptionStrategic marketing decisions are informed by data, and that data is best reviewed through a framework. But because different frameworks provide value to the marketing decision maker, you will review and learn how to use best practices for varying data sets. Through these strategic tools, you will apply the core marketing concepts of segmentation, targeting and positioning to a product or service. You will then explore the strategic role of pricing and methods for influencing buying decisions. You will also address common pricing errors and identify instances of pricing mistakes in the market.
Faculty AuthorDoug Stayman, Associate Dean for MBA Programs
Benefits to the Learner
- The important role of data and five frameworks for using it to make decisions
- The core marketing concepts of segmentation, targeting and positioning
- The role of pricing as a strategic marketing tool
- Common pricing mistakes and how to avoid them