The purpose of business is to create and keep a customer” – Peter F. Drucker
In an increasingly competitive business environment, marketing is an essential, but often misunderstood, management competency. Discover how insights into customers’ needs and buying behaviors are used to design engaging experiences that drive exceptional business performance.
Building on recent advances in behavioral science, this one-day session will show you how to create, keep and communicate with profitable customers. Through a series of interactive exercises, discussions and case analyses, you will improve your ability to make customer-centric business decisions. You will also gain a deeper understanding of sustainable brand management, including proven techniques for telling your company’s story through new and social media.
Dr. Kyle Murray is a Professor of Marketing and the Director of the School of Retailing at the University of Alberta’s School of Business. His research in marketing, computer science and organizational behavior has been applied to work with a variety of consulting clients including the Competition Bureau of Canada, General Motors, Industry Canada, Johnson and Johnson, Leger, The Research Intelligence Group, LoyaltyOne, and Microsoft. Details on his work, including his two new books The Retail Value Proposition and CB: Consumer Behavior, can be found at www.kylemurray.com
The role of marketing in organizational performance
Understanding marketing as a value creation process
Actionable analysis, including customer segmentation, targeting, personas, scenarios, and journey mapping
The behavioral science underlying strong brands and customer relationships
How to design engaging customer experiences in real and virtual worlds
The use of pricing to capture created value
Who Should Attend
This module is designed for managers and executives interested in better understanding the value creation process and the role of contemporary marketing in organizational success.
This course is valuable for both marketers and non-marketing managers responsible for strategic planning.
The course is designed for firms with customers, whether they are corporate, not-for-profit, or government organizations.
April 25, 2018
University of Alberta Calgary Centre
120, 333 - 5 Avenue SW