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.

Session topics:

• Positioning new products and services
• Customers as assets
• Designing and managing product lines
• Managing consumer experiences
• Branding
• Pricing
• Marketing Communications Strategy

Faculty:
Jagmohan Raju, PhD
Joseph J. Aresty Professor
Professor of Marketing
Chairperson, Wharton Marketing Department
http://marketing.wharton.upenn.edu/people/faculty.cfm?id=188

Patricia Williams, PhD
Ira A. Lipman Associate Professor of Marketing
http://marketing.wharton.upenn.edu/people/faculty.cfm?id=198

For More information on this program please visit the Wharton website:
http://executiveeducation.wharton.upenn.edu/open-enrollment/accelerated-development-program/customer-driven-marketing.cfm