Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy
10.- Week 4 Recap
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Bewertungen
HE
Mar 10, 2020
I have learned a lot. Thanks to Coursera, I have got the opportunity to have access to the knowledge shared by IESE. THANK YOU!!
DS
Dec 28, 2018
It is good course for any Marketing fresher who want to know more about practical things in current market.
Aus der Unterrichtseinheit
Week 4: Communication Strategy
Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.
Unterrichtet von
Mario Capizzani
Senior Lecturer
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