Course Overview:Marketing expert Professor Philip Kotler describes marketing as the ability to meet customer needs and desires effectively and efficiently, outperforming competitors in the process. This concept popularized the term "customer-centricity" among marketers. Businesses that place customers at the core of their operations can enhance customer lifetime value, build loyalty, and establish trust.Customer-centricity focuses on creating positive customer experiences that shape favorable attitudes towards a brand, strengthening brand equity and fostering loyalty. Over recent decades, it has become a critical strategic priority for most companies, influencing every aspect of organizational operations to achieve business growth and success. However, despite its recognized importance, only a few companies manage to implement it effectively.A marketing course with a customer-centric focus provides participants with a comprehensive understanding of marketing and insight into the dynamic organizational environment. The course explores the concept of customer-centric marketing, emphasizing the value of prioritizing the customer in organizational strategies. Participants are guided through the entire customer experience journey, learning how marketers can forge meaningful connections and relationships at every interaction. Real-world business examples reinforce these lessons, while guest videos from industry experts offer additional perspectives to enhance students' marketing skills and knowledge.In essence, customer-centricity is a business philosophy that places the customer at the heart of all organizational activities. It involves understanding and fulfilling customer needs, preferences, and expectations effectively. By adopting a customer-centric approach, businesses can differentiate themselves in the market, deliver personalized experiences, provide outstanding customer service, and build strong brand equity. This approach cultivates long-term customer relationships, minimizes churn, and enables organizations to innovate and adapt to evolving customer demands. Embracing customer-centricity drives growth, secures a sustainable competitive edge, and paves the way for enduring success in today's customer-focused marketplace.Course Objectives:· Gain insights into the customer-centric integrated marketing practices adopted by firms in today's competitive landscape.· Explore the shift in marketing focus from a product-centric approach to a customer-centric paradigm.· Learn to map the consumer experience journey and its significance in shaping marketing strategies.· Discover strategies that marketers can employ to foster a consumer-centric culture within organizations.· Analyze the challenges of establishing a customer-focused culture and explore methodologies to overcome these obstacles.· Understand how to deliver a seamless and transformative consumer experience across diverse distribution channels.· Leverage advanced tools and technologies to decode consumer behavior, foster loyalty, and build trust.This course provides an in-depth understanding of consumer psychology and equips students with the skills to craft impactful marketing strategies in branding, packaging, and positioning, empowering them to influence consumer decision-making effectively.
Overview
Syllabus
Week 1: Introduction to Marketing
Week 2: Customer Centricity
Week 3: How to implement Customer Centricity
Week 4: How to Create Value for Customers: Performance, Price Value & Service Value
Week 5: How to Become a Trusted Advisor
Week 6: How Companies Gain Competitive Advantage through Customer Loyalty
Week 7: User-Centric Marketing for Planned Social Change
Week 8:How to manage diverging customer expectations
Exam Schedule
Taught by
Dr. Shruti Gill
