Membership is free, and your security and privacy remain protected. Yes. Office hours will be held during the program and all participants are welcome to join in with questions or to discuss assignments. Reach out to the program leader to discuss any challenges you may have in completing assignments. Every successful brand has a specific "personality" reflecting the desires and emotions of its target market. We started with Derek Rabelo, a blind Brazilian surfer who went on to surf the legendary Pipeline in Hawaii and took on other daring challenges like downhill skateboarding. Conduct a road-mapping exercise for an innovative new product in the medical supplies industry that promotes medication adherence. at 11:59 PM, Managers in marketing-related roles with 2-8 years of experience who are looking to enhance their marketing skills, Emerging leaders who are in a marketing role as part of an organizational rotation assignment, Ideal for teams within an organization who want to communicate in a common marketing language, Develop a comprehensive marketing strategy, Select optimal marketing tactics based on sound data analytics and customer insights, Deliver persuasive recommendations using a structured and disciplined framework, Communicate in a common marketing language, Discover what is critical to marketing success, Learn why beginning with tactics often fails, Explore the 3 C’s and understand their importance in achieving your marketing goals, Understand why the customer is the foundation for all marketing decisions, Pinpoint what a customer insight is, how to access it and why it’s important, Understand how to develop customer empathy and identify mindsets, Use a consumer index to determine which customers are more or less likely to purchase, Define the elements of a comprehensive marketing goal, Learn to utilize consumer behavioral goals to grow revenue, Discover how segmentation helps align organizational strengths with customers’ needs, Identify characteristics that may be used to classify consumers, Determine consumers’ needs within each segment, Understand how matching offerings to a segment differs between and among competitors, Explore the elements of an effective segmentation study, Learn how the concepts of measurability, actionability and substantiability apply to target selection, Explore how big data can improve Customer Lifetime Value, Understand what constitutes brand positioning and the fundamentals of a strong brand positioning statement, Identify a frame of reference and point of difference in the marketplace, Analyze a brand position by applying the value equation, Discover why and how a brand position may be refined over time, Identify the best path that leads to business growth for your organization through volume growth, new product expansion in existing markets, expansion into new markets, or new-to-the-world product and services development, Learn the basic methods and pitfalls of forecasting market penetration for existing and new products, Understand the role of brands and the benefits they bring to an organization, Explore the concept of brand design and its relationship to the customer journey, Learn the advantages and risks associated with extending a brand, Define and calculate the impact of cannibalization, Understand the concept of Willingness to Pay (WTP) and its importance in determining pricing strategy, Explore the WTP demand curve and its representation of customers, Learn how positioning affects WTP and pricing strategy, Analyze opportunities for segmented pricing, Utilize market segmentation analysis for distribution channel design, Learn how to use channel benefits and channel segmentation analysis to evaluate a major market decision, Determine the value and functions of intermediaries and the role of incentives in channel design, Utilize the creative brief as the foundation of your creative strategy, Understand the concept, value and issues associated with sustaining your position through laddering, Learn to apply the ADPLAN framework to evaluate advertising, Discover how to choose appropriate media forms for promoting your product or service, Gain insight into creating and managing successful client-agency relationships, Explore the modern digital marketing eco-system, Gain insight into how marketing platforms mature and how each stage of maturation presents benefits and risks to marketers, Learn to leverage customer journey mapping as a tool for customer touchpoint identification and prioritization, Discuss the term “experience,” describe why it matters, and use it to create differentiating value for your customers, Computing device connected to the internet (Mac/PC/laptop, tablet or smartphone), The latest version of your preferred browser to access our learning platform (Chrome and Firefox are preferred for accessing Canvas), Microsoft Office and PDF viewer to access content such as documents, spreadsheets, presentations, PDF files, and transcripts. 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