Generating and analyzing market data and organizing the generation of consumer, customer, and competitor insights within an organization are pillars for marketing and sales management. This course offers methods, tools, and techniques for qualitative and quantitative marketing research.
Branding has become a critical issue in marketing management, as it is increasingly the most influential element in determining the difference between equally competitive products. The course covers the most relevant topics in brand management: the meaning and the measurement of customer-based brand equity, the dynamics and the architecture of a company's brand portfolio, and the roles and functions of different brands.
Going to the Market
Once the target for a given product is decided, it's time to set up the "path to the market," the entire route that the product will follow in its passage to the final customer. This course focuses on the methodology used to design an optimal and integrated commercial strategy. As more and more companies are interested in selling to the end consumer, the course will also include guides to creating powerful retail formulae, through both traditional and Internet channels. Innovation orientation and its holistic commercial approach are important characteristics of this course.