Online Course – Creating a Differential Competitive Advantage – Certified Professional Internship with Jagdish Sheth of Kennesaw State University

Leading Strategies for Competitive Marketing. Differentiate Your Brand Through Segmentation, Differentiation, and Technology.

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קורס אונליין - יצירת יתרון תחרותי דיפרנציאלי - התמחות מקצועית מוסמכת בJagdish Sheth של Kennesaw State University

Professional Certificate

Beginners

No prior knowledge required

Time to complete the course

7-day free trial

No unnecessary risks

Skills you will acquire in the course

  • Gaining an advantage in competitive marketing
  • Proven strategies for implementing technology
  • Segmentation, differentiation and positioning in the marketing plan
  • Brand development and differentiation from competitors
  • Understanding the importance of branding for customer recognition
  • Dealing with marketing challenges in the digital age
  • Applying marketing theories to real-world scenarios

What you will learn in the course

Courses for which the course is suitable

  • Marketing Manager
  • Branding expert
  • Marketing Analyst
  • Product Manager
  • Marketing consultant
  • Segmentation Manager
  • Marketing Strategy Manager
  • Marketing Project Manager
  • Marketing Communications Manager
  • Business Development Manager

Internship – a four-part course series

This is an expert course for gaining an advantage in competitive marketing.

Professor Jagadish Shetty, winner of the 2020 Padma Bhushan Award for Literature and Education, will guide you with proven strategies and practical steps for implementing technology, segmentation, differentiation, and positioning in your marketing plan.

Professor Shat shares wisdom and knowledge from decades of experience, years of research, and recommendations based on senior industry leaders, to help you develop your brand and differentiate your business from the competition.

Applied Learning Project

Learners will learn why branding is important for customer recognition and how positioning, differentiation, and segmentation are all key strategic concepts in marketing. They will tackle marketing challenges arising from the approach to digital technology as presented by Professor Shat, to apply what they have learned to real-world scenarios.

Details of the courses that make up the specialization

Course 1: Branding for a Unique Advantage with Jagdish Sheth

This course suggests how branding creates value for a product through standardization and quality assurance. Branding can also differentiate your product from competitors’ products, giving you a unique marketing advantage.

Skills you will acquire:

  • Understand how branding is an intangible asset.
  • Understand the value of branding.
  • Understand how to do brand extension.
  • Understand how to distinguish brands based on their ingredients, recipes, and packaging.
  • Understand how to create a global brand.

Course 2: Market Division with Jagdish Sheth

This course is about how to segment the market to take advantage of market heterogeneity. The course will cover various bases for market segmentation including demographics, psychographics, and lifestyle.

Skills you will acquire:

  • Understand how demographics are used for market segmentation.
  • Understand how psychographics can be used to segment a market based on different lifestyles.
  • Understand the difference between Ford’s Model T and several GE brands.
  • Understand the three segments that exist in all industries: premium, price, and value.
  • Understand why market segmentation is important.

Course 3: Creating Global Brands with Jagdish Sheth

Expanding into foreign markets is increasingly important to achieve significant growth. This requires the creation of global brands such as IBM, Microsoft, Amazon, Starbucks, and Walmart.

Skills you will acquire:

  • Understand the importance of brand image in different countries.
  • Learn the three approaches to global brands.
  • Understand how brands cannot be manufactured or purchased but must be built over time.
  • Understand cultural differences and how they affect brand perception.
  • Understand why certain brands succeed in the local market but fail in international markets.

Course 4: How Technology Will Shape Marketing with Jagdish Sheth

This course explains how digital technology is changing marketing. It focuses on how technology will enable salespeople to become trusted advisors to customers, especially in the financial services and healthcare sectors.

Skills you will acquire:

  • Understand how the transition to digital is taking place in marketing.
  • Understand dynamic pricing in both e-commerce and physical retail.
  • Understand how sales without a sales force are going to be inevitable.
  • Understand how marketing will become more automated and connected through supply chain.
  • Understand the impact on prices when customers order online.

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