About the course

In order to compete in an ever-changing market, business leaders must assess and respond to consumer needs and wants. Marketing is a means of creating value for consumers and engendering loyalty and enthusiasm for your product or service.

If you are starting or running a business, identifying and targeting your consumers is the single most important decision you can make. Business leaders often wrongly believe that every customer is a good customer. This is not always the case; knowing which customers to let go of is just as important as finding customers. In this marketing course, you will learn how to assess the value you provide to the consumer as well as the value the customer offers your business.

The course will also provide you with a toolkit you can apply to real world situations. Topics include:

  • the marketing mix
  • segmentation
  • targeting and positioning
  • marketing strategy
  • consumer behaviour

Marketing is often an afterthought for entrepreneurs as they focus on getting their venture off the ground. You will learn how marketing is a vital part of launching a successful business, and for keeping one running, and how marketing concepts can be applied to entrepreneurial situations. By the end of the course you will be thinking about marketing strategically in order to grow your business, rather than as a tactical cost.

This course is part of the Business Principles and Entrepreneurial Thought XSeries.

What you will learn

By the end of this course you will learn:

  • How segmentation, targeting and positioning methods can be used to acquire customers;
  • How to use the marketing mix; product, price, promotion and place;
  • Consumer behaviour and how you can leverage market data to grow your business;
  • How to use marketing strategies to position your company for maximum value creation.

About the instructors

Dr. Gary Ottley has been a full-time lecturer at Babson since 2008. He teaches core marketing courses and multiple electives at both the undergraduate and MBA levels, in multiple formats (full-time, part-time, and blended). He has developed and delivered numerous executive education programmes, both prior to joining Babson and as a member of the Marketing faculty.

Anjali S. Bal is an Assistant Professor of Marketing at Babson College (US). Prior to joining Babson College, Anjali was an Assistant Professor of Marketing at Dominican University of California (US) and a lecturer at the Beedie School of Business at Simon Fraser University (Canada). Anjali was nominated as teacher of the year for all of Dominican University of California in 2013-2014 and was rated in the top 10% of teachers at Simon Fraser University in 2011, 2012.

Duration: 4 weeks, 4-6 hours per week

Language: English

Instructors: Gary Ottley and Anjali S. Bal

Institution: Babson College