Course Catalog and Schedule

Consumers, Culture, and Leadership (MKTG-918-5)
0.50 Credit
TCE BidStats

The success of every organization depends on its ability to attract and retain customers. Doing so using well-established concepts and approaches is proving increasingly difficult. With connected customers, global competition, and disruptive competitors, many firms struggle to sustain differentiation, innovate, or simply adapt to change. Yet some firms thrive—startups and long-established firms alike. These firms do so by gaining a deep understanding of customers and, through innovative leadership, infuse that understanding throughout the firm, changing its culture. In this course we explore how firms develop that deep understanding of customers, how leaders effectively transform organizations to create more agile, innovative organizations, and how these firm create new markets, redefine existing ones, and deliver value to demanding buyers that competitors simply cannot copy.

E&W: (MKTG-430-0 OR MKTG-440-0)

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