Customer-Centric Marketing

MSMD|Marketing Strategy and Market Dynamics

Develop a thorough understanding of the concepts behind marketing strategy. Acquire a foundation for building internally consistent marketing campaigns.


Everyone within an organization has the power to build up or tear down your brand. Understanding markets and how you create value is a critical factor for your organization’s success. Whether you are developing marketing campaigns or need a better understanding of the part you play in your organization’s marketing strategy, this program emphasizes and explores the importance of a marketing mindset across departments. Designed to help you develop a thorough understanding of the concepts behind marketing strategy, you will leave with the foundation for building and benefiting from internally consistent marketing campaigns.

  • The strategic marketing planning process
  • Understanding customer segmentation and the customer decision process
  • Product life cycle and the marketing mix
  • Overview of marketing mix strategies to use at different stages of the PLC
  • Promotion strategy place/ distribution strategy callaway case
  • Marketing as firm strategy
  • Identify unmet customer needs and create a compelling message that illustrates how your solution
  • meets those needs
  • Balance listening to your customers with helping to shape their preferences
  • Develop a strategy for building your brand
  • Determine your product’s place in the product life cycle
  • Discuss pricing, promotion and place as a function of where you are in the product life cycle
  • Develop and implement effective lean marketing programs

Kapil Jain, Ph.D., Senior Lecturer, Department of Marketing
Kate Mackie, Ph.D., Distinguished Senior Lecturer, Department of Marketing

Course Details

Price: $2,950.00

Customer-Centric Marketing


09/15/15 - 09/16/15

8:30 a.m. - 4:30 p.m.

AT&T Executive Education & Conference Center 1900 University Avenue Austin, TX 78705

Kapil Jain
Kate Mackie