Value Creation

Catalog description

Rapid changes in communications technology and the globalization of markets have changed the way marketers plan and manage innovation. Communities of customers now play a much larger role in shaping innovation strategy and execution. Reflecting recent changes in how consumers interact with companies, this course focuses on topics such as engaging customers through the innovative use of technology, understanding consumers' group interactions that may affect their decision making processes as well as their perceptions of the value of products, services and brands. Special emphasis is placed on the dynamic methods of interaction with customers that optimize product development, distribution and alternative selling methods. This course integrates quantitative analyses, case studies and/or team projects to show how theory can be applied in real time problem-solving within a fiercely competitive marketplace.