Credits:
Total Credits:
Credits: 1.5 Lecture/Recitation/Discussion Hours:1.5
Restrictions:
Open only to MBA students in the Program in Integrative Management.
Description:
Assessment of consumer and organizational buying behavior processes and competitive environments. Competitive strategies and customers' needs, wants, motivations, and behaviors throughout the value-added chain. Application of course concepts to work environment.
Restrictions:
Open to MBA students in the Eli Broad College of Business and The Eli Broad Graduate School of Management or in the Master of Business Administration in Integrative Management.
Description:
Assessment of consumer and organizational buying behavior processes and competitive environments. Competitive strategies and customers' needs, wants, motivations, and behaviors throughout the value-added chain. Application of course concepts to work environment.
Restrictions:
Open to MBA students in the Eli Broad College of Business and The Eli Broad Graduate School of Management or in the Master of Business Administration in Integrative Management.
Description:
Develops expertise in identifying and addressing customer needs to create sustainable competitive advantage in today's digital marketplace. Topics covered: Customer journey mapping and segmentation strategies; Data-driven customer insights and market analysis; Value proposition design for diverse industries; Initial development of strategic marketing plan components.