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Marketing: Customer Needs and Wants

Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of financial, marketing and decision-making principles and other management fundamentals will help you achieve your professional goals - be it getting promoted in your current job, getting ready for a MBA program, or starting your own company.This Specialization will give you a comprehensive introduction to the practice of management through the lens of four key disciplines: accounting, finance, marketing, and organizational behavior. In each course, you'

4.0

Course Description

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 Fundamentals2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy

Time: 14h

Instructor Details

Mario Capizzani

4.0 Rating
43 Reviews

Mario Capizzani is a Marketing Professor at IESE Business School. He teaches in the Executive Education programs, MBA, Global Executive MBA and is academic director of International In-Company programs. He joined IESE Business School in 2002 and since then has combined his academic life with consulting activities for several companies in diverse industries including FMCG, retail and e-commerce. Prof. Capizzani's main applied line of research focuses on e-commerce and digital business models as well as customer management and loyalty programs. His doctoral dissertation examined pricing and auction mechanisms. Behavioral and experimental economics with application to pricing, marketing strategy, and customer management are among his main academic interests. IESE Insight, Harvard-Deusto and Forbes Magazine are just a few of the journals that have featured his academic research and business cases. He holds a Ph.D. in business administration with specialization in marketing from the University of California at Berkeley, an MBA from IESE Business School, a Master of Science Degree in mechanical and aerospace engineering from Arizona State University and a B.Sc. in mechanical engineering from Calvin College in the U.S. Before joining IESE Business School he was a consultant at McKinsey & Company, a senior marketing analyst in the telecom industry and an engineer in the automotive industry.

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Reviews

4.0

43 reviews in total

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By Prashant R on 22-Sep-19

Nice learning

By Daniel S R on 6-Sep-19

I liked the content of this course. I found it useful.However, I missed some readable material, as in previous IESE courses, I would like to have some documentation to read on parallel with the videos. It may be a pdf, ppt, etc.

By Melody K C on 25-Jun-19

Too many concepts not explained in depth. I had a hard time doing the final exam as there was an expectation that we understood beyond what was shared.

By Carolin M on 5-Jun-19

I was missing summaries at the end of each lesson and the case should rather be part of the quiz in week four since I read it before week 2 but didn't need it before end of week 4

By Badal k s on 3-Apr-19

Awesome

By Syed N F on 2-Apr-19

Amazing course and perfectly illustrated

By Riccardo D on 12-Mar-19

Very interesting topic but the lectures did not live up to it. A bit monotone and not engaging. I had to push through it.

By Patrick K on 11-Mar-19

Even after recapturing the content, I have the feeling I only got a loosely coupled heap of markting lingo. I'm not sure I could use the given information in any practical scenario. The concepts are clear, but I'd have liked to get more examples and additional literature to go a little deeper.

By Mohamed M A Z A on 10-Mar-19

It's a general course about marketing giving very basic points about what is marketing, consumer needs and marketing process. It's a good start for beginners but the curriculum is very basic.

By Gustiningdiah P on 8-Feb-19