Customer Driven Marketing entails both the knowledge of conventional core concepts, including using lifetime customer value in marketing planning, developing a unique brand, and understanding distribution channels, as well as a new consumer-centric lens through which to view those concepts.
Led by Prof. Jagmohan Raju, Chairman of Wharton's top-ranked marketing department, the program uses both quantitative and qualitative methods, interactive lectures, and hands-on exercises to give you a deeper understanding of your customers and the strategic role marketing plays throughout the organization.
- Positioning new products and services
- Customers as assets
- Designing and managing product lines
- Managing consumer experiences
- Marketing Communications Strategy
Jagmohan Raju, PhD
Joseph J. Aresty Professor
Professor of Marketing
Chairperson, Wharton Marketing Department
Patricia Williams, PhD
Ira A. Lipman Associate Professor of Marketing
For More information on this program please visit the Wharton website: