Customer Centric Marketing for Entrepreneurs from edX

It is not uncommon for students, executives and business owners to feel overwhelmed by the myriad of marketing solutions available today. How do you decide if social media, direct sales or perhaps event marketing is right for your business? This course helps you understand how to build a brand and reach your potential and current customers in the most effective and efficient manner.

The landscape for marketing (identifying and seizing opportunities for market growth) has changed dramatically over the past decade, making marketing decisions more confusing than ever before. Understanding how to quickly identify true customer needs and then apply the learnings to identify the right marketing approach for your company is critical if you are looking to launch and/or grow a business.

In this unique entrepreneurial marketing course, you will gain practical experience by learning how to design a customer-centric marketing campaign for your own business or for an organization that needs marketing support.

We will teach you how to better understand your customers’ needs and use this knowledge to develop and launch a marketing campaign that engages consumers and creates traction using the right marketing channels. Your campaign might be an integrated social media program, an event-driven workshop, a sales outreach initiative or something entirely different.

You will learn how to view the customer engagement experience through the eyes of your target market to effectively build a strong brand. Finally, you will learn how to evaluate and measure the success of your campaign to ensure you can either repeat successful marketing initiatives that worked or pivot when the campaign does not meet your business growth goals.

What's inside

Learning objectives

How to use customer discovery tools to identify market needs, problems and opportunities
Create customer profiles and personas that help you identify the right marketing channels to reach your customers
Respond to evolving customer needs using personal, digital, social and mobile spheres

Develop content and messaging that directly addresses consumer needs and drives brand excitement
Develop key performance indicators (kpis), metrics and milestones to measure the success of your campaign

How to use customer discovery tools to identify market needs, problems and opportunities
Create customer profiles and personas that help you identify the right marketing channels to reach your customers
Respond to evolving customer needs using personal, digital, social and mobile spheres
Develop content and messaging that directly addresses consumer needs and drives brand excitement
Develop key performance indicators (kpis), metrics and milestones to measure the success of your campaign

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches customer discovery tools to identify market needs. This approach is used in many industries to continue servicing customer needs

Develops customer profiles and personas, which helps businesses identify the right marketing channels

Emphasizes responding to evolving customer needs across today's digital marketing channels

Examines how to develop content and messaging to meet consumer needs using online marketing channels

Teaches how to develop key performance indicators (KPIs) and milestones to measure the success of a marketing campaign. This is essential for the tech industry

Taught by seasoned professionals, Beth Goldstein, which provides students with access to industry insights

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Customer Centric Marketing for Entrepreneurs with these activities:

Read 'The 22 Immutable Laws of Branding' by Al Ries and Laura Ries

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Gain insights into establishing and maintaining a strong brand identity, essential for effective marketing.

View The 22 Immutable Laws of Marketing: Violate... on Amazon

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Read the book thoroughly and take notes on key concepts.
Analyze real-world examples of brands that effectively apply these laws.

Participate in a Study Group to Discuss Marketing Case Studies

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Engage in collaborative learning and knowledge sharing through study group discussions, reinforcing your understanding of marketing principles and strategies.

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Form a study group with classmates or colleagues.
Select relevant marketing case studies for discussion.
Actively participate in discussions, sharing insights and perspectives.

Develop a Content Calendar for a Target Audience

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Practice creating a content calendar to plan and schedule marketing content for a specific audience, enhancing content strategy skills.

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Identify the target audience and their interests.
Research different content formats and channels.
Develop a content calendar that aligns with the target audience's needs and marketing goals.

Four other activities

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Develop Marketing Campaign Ideas for a Fictitious Product

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Engage in hands-on practice by generating creative marketing campaign ideas, honing your ability to develop effective marketing strategies.

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Define the target audience, product benefits, and marketing goals.
Brainstorm a range of marketing campaign ideas that align with the target audience and goals.
Evaluate the potential effectiveness of each idea and select the most promising ones.

Attend a Workshop on Digital Marketing Analytics

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Attend a workshop to understand how to measure and analyze marketing campaign performance, improving your ability to optimize marketing strategies.

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Research and identify relevant workshops on digital marketing analytics.
Attend the workshop and actively participate in discussions and exercises.
Apply the knowledge gained from the workshop to analyze your own marketing campaigns.

Mentor Junior Marketers or Students

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Share your knowledge and skills by mentoring junior marketers or students, reinforcing your understanding of marketing principles and enhancing your communication abilities.

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Reach out to junior marketers or students who are seeking mentorship.
Provide guidance and support on marketing-related topics.
Share your experiences and insights to help them develop their skills and knowledge.

Develop a Marketing Plan for a Startup Company

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Undertake a project to create a comprehensive marketing plan for a startup company, showcasing your ability to apply marketing knowledge and skills in a real-world setting.

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Conduct thorough market research and competitor analysis.
Define the target audience and marketing goals.
Develop a comprehensive marketing strategy that outlines key tactics and channels.
Create a detailed marketing budget and timeline.
Present the marketing plan to a panel of experts for feedback and evaluation.

Career center

Learners who complete Customer Centric Marketing for Entrepreneurs will develop knowledge and skills that may be useful to these careers:

Marketing Manager

The course, Customer Centric Marketing for Entrepreneurs, explores various marketing strategies and techniques that can help you understand your customers' needs and develop effective marketing campaigns. Taking this course may provide you with a strong foundation in customer-centric marketing, enabling you to make data-driven decisions and create successful marketing campaigns.

See salaries and explore the career path for Marketing Manager

Product Marketing Manager

Customer Centric Marketing for Entrepreneurs delves into understanding customer needs and developing marketing strategies that align with those needs. This course may be useful for Product Marketing Managers who want to enhance their customer-centric approach, create effective product marketing campaigns, and drive product adoption.

See salaries and explore the career path for Product Marketing Manager

Brand Manager

The Customer Centric Marketing for Entrepreneurs course can be highly beneficial for Brand Managers seeking to build strong brands that resonate with their target audience. By understanding customer profiles and personas, you can develop effective brand messaging and strategies that drive brand awareness and loyalty.

See salaries and explore the career path for Brand Manager

Social Media Manager

Customer Centric Marketing for Entrepreneurs provides a comprehensive understanding of customer needs and preferences. This course may be helpful for Social Media Managers who want to develop targeted social media strategies, create engaging content, and build strong relationships with customers through social media platforms.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

The course covers topics such as identifying customer needs, developing customer profiles, and creating effective marketing campaigns. This knowledge can be invaluable for Digital Marketing Managers who want to optimize their digital marketing strategies, create engaging content, and drive conversions through various digital channels.

See salaries and explore the career path for Digital Marketing Manager

Content Marketing Manager

This course emphasizes understanding customer needs and developing content that resonates with them. By taking Customer Centric Marketing for Entrepreneurs, you can gain valuable insights into creating effective content strategies, developing high-quality content, and distributing it through various channels to engage customers and drive conversions.

See salaries and explore the career path for Content Marketing Manager

Sales Manager

Customer Centric Marketing for Entrepreneurs provides insights into understanding customer needs and developing customer-centric marketing strategies. This course may be useful for Sales Managers who want to enhance their customer-facing skills, build strong customer relationships, and drive sales growth through effective marketing and sales alignment.

See salaries and explore the career path for Sales Manager

Marketing Consultant

The course covers various aspects of customer-centric marketing, including understanding customer needs, developing marketing campaigns, and measuring success. This knowledge can be valuable for Marketing Consultants who want to provide strategic guidance to businesses, help them develop effective marketing strategies, and achieve their marketing goals.

See salaries and explore the career path for Marketing Consultant

Market Research Analyst

Customer Centric Marketing for Entrepreneurs provides a solid foundation in understanding customer needs and conducting market research. This course may be useful for Market Research Analysts who want to enhance their research skills, analyze customer data, and provide insights that drive informed marketing decisions.

See salaries and explore the career path for Market Research Analyst

Customer Success Manager

Customer Centric Marketing for Entrepreneurs provides valuable insights into understanding customer needs and developing customer-centric strategies. This course may be useful for Customer Success Managers who want to enhance their customer-facing skills, build strong customer relationships, and drive customer retention and satisfaction.

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Account Executive

The course covers topics such as understanding customer needs, developing customer profiles, and creating effective marketing campaigns. This knowledge can be beneficial for Account Executives who want to enhance their customer-facing skills, build strong customer relationships, and drive sales growth through effective account management and customer service.

See salaries and explore the career path for Account Executive

Entrepreneur

The course emphasizes understanding customer needs, developing marketing campaigns, and measuring success. These skills are essential for Entrepreneurs who want to launch and grow successful businesses. By taking this course, you can gain valuable knowledge and practical experience in customer-centric marketing, which can help you develop innovative products and services that meet customer needs and drive business growth.

See salaries and explore the career path for Entrepreneur

Business Development Manager

Customer Centric Marketing for Entrepreneurs provides a comprehensive understanding of customer needs and marketing strategies. This course may be useful for Business Development Managers who want to develop effective business development strategies, identify and qualify potential customers, and build strong customer relationships.

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Marketing Specialist

The course covers various aspects of marketing, including customer research, campaign development, and performance evaluation. This knowledge can be beneficial for Marketing Specialists who want to enhance their marketing skills, develop effective marketing strategies, and drive business growth.

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Project Manager

Customer Centric Marketing for Entrepreneurs provides a foundational understanding of customer-centric marketing principles and practices. This course may be useful for Project Managers who want to incorporate customer-centricity into their project management approach, ensuring that projects align with customer needs and deliver value.

See salaries and explore the career path for Project Manager