Marketing - Customer Needs and Wants Coursera

Overview

Key Features

Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. 

This Marketing - Customer Needs and Wants course offered by Coursera in partnership with IESE Business School introduces the fundamentals of marketing and its role in communicating a company’s value proposition. It provides an overview of core marketing principles, including how to frame challenges and approach decision-making.

Through examples such as the introduction of Apple’s iPod, the course highlights the importance of effective marketing in shaping product success. Key topics include product definition, demand estimation, and the management of product, pricing, and distribution channel decisions across industries.

The course also examines the role of branding as a critical asset, emphasizing its impact on individuals and society. It explores the concept of brand equity and the principles of managing brands to create and sustain value. In addition, it addresses the development of communication strategies based on a clear understanding of customer needs, presenting a structured framework for organizing and executing marketing communications.

The course also examines the role of branding as a critical asset, emphasizing its impact on individuals and society. It explores the concept of brand equity and the principles of managing brands to create and sustain value. In addition, it addresses the development of communication strategies based on a clear understanding of customer needs, presenting a structured framework for organizing and executing marketing communications.