Course Title: Creating Customer Value

Duration: 8 hours

Cost: R$ 320,00

Objectives of the Course

  • Show an understanding of the marketing concepts and their role within organisations.
  • Discuss the role of customer relationship management in creating value for and capturing value from customers.
  • Understand the interaction between the firm and its environment.
  • Apply the fundamental marketing mix elements to consumer contexts.
  • Identify the elements of a customer-driven marketing strategy.

Course Structure:

Creating and Capturing Customer Value

  • Understanding the Marketplace and Customer Needs
  • Concepts of Marketing
  • Customer Relationship Management

Consumer Behaviour

  • Factors Affecting Consumer Behaviour
  • Types of Buyer Behaviour
  • The Buyer Decision Process

The Marketing Plan

  • Environmental Analysis
  • Strategic Planning
  • The Marketing Mix

Customer-Driven Marketing Strategy

  • Market Segmentation
  • Market Targeting
  • Differentiation and Positioning

*Coffee break included during Saturday class

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11 3467-4895
11 98083-9877
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