Voice of the Customer Driven Marketing and Sales

Degree program: MBA

This course focuses on how organizations learn about what customers truly need, develop strategies to fulfill those needs, properly price their products and services, distribute their products, develop awareness and branding, and maintain their customers. Students should develop an understanding through this course of how to identify customer needs, create strategies to fulfill those needs, properly structure their marketing mix so that customers will want their products or services, price their products for win/win value, develop channel strategies appropriate for their products and customers, develop awareness in their customers through advertising and promotion, and maintain customers over time to maximize customer equity.

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