Marketing at the Intersection of design and Business

• Marketing at the Intersection of design and Business

Marketing at the Intersection of design and Business Specialization Courses

Overview

How to do “marketing” in businesses driven by creation and design as opposed to businesses driven mainly by price/performance ratios ?

What could marketers operating in more “functional” businesses learn from more creative approaches?

What is the role of “marketing” in businesses driven by “quality of creation” in comparison to businesses driven by “superior performance”? How to develop marketing strategies and plans in businesses where traditional consumer understanding won’t provide much guidance?

Learning outcomes

• Assess the strength of a Brand Equity
• Define the key strategic priorities to build a strong Brand franchise
• Define a communication strategy and evaluate the strength of communication programs for both “functional” and “emotional” brands
• Plan and evaluate a consumer driven innovation program designed to maximize consumer value
• Address creatively the top recurring challenges faced by Creative Brands to renew their offering to the market