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
( 43 Reviews )

Created by: Mario Capizzani

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Overall Score : 80 / 100

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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
product length iconTime: 14h

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Instructor Details

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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 total reviews

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By Javier on 24-Nov-16

anodino

By Moaaz S E A on 14-Jul-16

bad coarse unclear one

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 Graham W on 19-Mar-18

G

By Cristobal C on 2-Apr-18

Did not provide me with the knowledge that

By David V R on 17-Feb-17

Teacher has difficulties speaking English and is really distracting that has bad audio in some of the lessons. Poor quality overall.

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 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 Joao A V F on 1-Jul-18

This course is on the weak side, the exercises are dull and it is just a lot of concepts with very limited case studies and applications. Maybe the course would be better if there were fewer concepts explained in more detail in practical applications. (Or if the course was longer)

By Guillermo M T on 26-Oct-16

This is not a bad quality-price course but after working Accounting and Finance IESE courses I have to say that this one does not have the same level. To improve specially content organization: firt week is very heavy comparing with the others. The first and the last videos of the course, in Starbucks, in a very windy day, they have a very bad audio. The fourth week exam doesn't offers the pdf of the results. In final exam results they say 3,8 is 45% of 15,3 ¿?... Anyway, I expect more quality in the next course of the program "Managing people"...

By Riana G on 5-Feb-18

Great content. Easy to grasp. Make sure to stay ahead of the schedule to avoid not completing the final peer-graded assignment on time.

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Marketing: Customer Needs and Wants
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  • Video Duration: icon 14h
  • Price: Free 0 Track Price
  • Provider: icon Coursera
  • University: icon IESE Business School
  • Language: icon English
  • Certificate: icon Yes

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