School of Continuing Studies

XMKT-725 Customer Strategy and Business Development

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Description

Course Details

Customers are the source of real growth. This course combines the application of in-depth customer insights with practical business development experience in sales, operations and digital marketing to help students learn to help their companies create sustainable, organic growth. The course will be presented as a blend of concentric ideas including individual account management techniques, customer segmentation management, marketing strategies, and customer experience to create a real competitive advantage. Augmented by case studies, participants will be able to formulate a comprehensive customer marketing plan that allows them to understand their customers behavior and motivations and apply their brand, products and operational processes to creating customer revenue and earnings growth.

Course Objectives

Upon successful completion of this course, students will be able to:

Understand account management including fitting customer needs, constructing solutions and custom pricing strategies.
Demonstrate customer knowledge and business development strategies.
Formulate a strategic customer marketing plan to create customer revenue and earnings growth.

Experts

Bret Peters

Bret Peters leads marketing for ADF Solutions, a cyber and digital forensics software company with “A Passion for Results”. At ADF Bret manages global marketing and partner relationships with a focus on delivering engaging content and delightful experiences to drive growth. Professor Peters tea...