About this course

It is not uncommon for students, executives and business owners to feel overwhelmed by the myriad of marketing solutions available today. How do you decide if social media, direct sales or, perhaps, event marketing, is right for your business? This course helps you understand how to build a brand and reach your potential, as well as current customers, in the most effective and efficient manner.

The landscape for marketing (identifying and seizing opportunities for market growth) has changed dramatically over the past decade, making marketing decisions more confusing than ever before. Understanding how to quickly identify true customer needs and then applying those lessons to identify the right marketing approach for your company is critical if you are looking to launch and/or grow a business.

The course will teach you how to better understand your customers’ needs and use this knowledge to develop and launch a marketing campaign that engages consumers and creates traction using the right marketing channels. Your campaign might be an integrated social media programme, an event-driven workshop, a sales outreach initiative or something entirely different.

You will learn how to view the customer engagement experience through the eyes of your target market to effectively build a strong brand. Finally, you will learn how to evaluate and measure the success of your campaign to ensure you can either repeat successful marketing initiatives that worked or pivot when the campaign does not meet your business growth goals.

What you will learn

By the end of this course, you will be able to:

  • Use customer discovery tools to identify market needs, problems, and opportunities;
  • Create customer profiles and personas that help you identify the right marketing channels to reach your customers;
  • Respond to evolving customer needs using personal, digital, social, and mobile spheres;
  • Develop content and messaging that directly addresses consumer needs and drives brand excitement;
  • Develop key performance indicators (KPIs), metrics, and milestones to measure the success of your campaign.

About the instructor

Beth Goldstein is an author, consultant, coach, and educator who has spent the last 25 years helping entrepreneurs launch and grow their businesses. Through her work as President of Marketing Edge Consulting Group, she shows business owners how to apply customer knowledge to create targeted sales and marketing programmes that drive revenue while increasing profitability and customer loyalty.

Prior to joining Babson, Beth Goldstein spent more than 13 years at the Boston University School of Management (US) where she taught entrepreneurial sales & marketing courses, ran their New Venture Competition and served as the Faculty Director for the university’s nationally ranked Online Graduate Certificate in Entrepreneurship Programme.

Ms Goldstein brings extensive practical work experience in marketing and sales to her teaching and her practice at Marketing Edge. She holds an MBA from Boston University (US) and a BA in Economics and Sociology from Brandeis University (US).

Duration: 4 weeks, 4 to 6 hours per week

Language: English

Instructor: Beth Goldstein

Institution: Babson College