Marketing Management - your learning journey

This online course is 5 weeks long. It's long enough for you to apply to your own working context what you learn and gain a deeper understanding of value-based marketing.

Unit 1 - Marketing's value to the firm

  • Understand the links between Marketing, Strategy and Finance
  • Analyze marketing ROI and break-evens
  • Explore the 4 roles of the marketer

Unit 2 - Customer lifetime value & competing for value

  • Focus on Customer Lifetime Value and how to calculate it
  • Review of marketing metrics and the different dimensions of competition
  • Optimize decision making to drive revenues and profitability
  • Look at different market definitions and their application to achieve greater value

Unit 3 - Understanding customer value

  • Examine the “Job to be done” approach to purchase drivers
  • Apply this approach in both B2C and B2B settings
  • Gather customer insights

Unit 4 - Co-creating & communicating value

  • How to work with customers to co-create value
  • Provide customer solutions more successfully
  • Communicate value using brand and value propositions

Unit 5 - Capturing value & organizing for value-based marketing

  • Review value-based pricing and the capabilities required to achieve pricing excellence
  • How you can organize for value-based marketing
  • Gain a better understanding of the required capabilities for marketing success and how to measure it