10 Excel Functions for Data Analysis
April 11, 2024
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Master Strategies to Market Competitively. Dsitinguish Your Brand Using Segmentation, Differentiation, and Technology
Instructor: Jagdish Sheth
Included with
Recommended experience
Beginner level
An undergraduate degree and some part time of work experience is recommended.
Recommended experience
Beginner level
An undergraduate degree and some part time of work experience is recommended.
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This is a master class in gaining a competitive marketing advantage.
Professor Jagdish Sheth, 2020 Padma Bhushan Award winner for Literature and Education, guides you through proven strategies and practical steps for implementing technology, segmentation, differentiation, and positioning into your marketing plan.
Professor Sheth shares wisdom and insight from decades of experience, years of research, and recommendations from multiple senior industry leaders to help grow your brand and set your business apart 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 address marketing challenges caused by access to digital technology posed by Professor Sheth in order to put what they have learned into real world scenarios.
This course suggests how branding creates value for the product through standardization and quality assurance. Branding can also differentiate your product or offering compared to competitors. In marketing, it is the ultimate differential advantage. Branding also creates a value independent of the product or service you’re offering. It is an intangible asset often commanding 5-10 times product revenue. For example, the highest brand value today is Apple, which has replaced Coca Cola as the highest intangible value asset.
This course is all about how to segment the market to take advantage of market heterogeneity. The course will review different bases for market segmentation including demographics, psychographics, and lifestyles. We will also review segmentation by product and price.
It is becoming increasingly important to expand into foreign markets in order to achieve significant growth. This requires creating global brands such as IBM, Microsoft, Amazon, Starbucks, and Walmart. Global brands need to transcend cultural differences as well as compliance across countries with respect to logo, color, and other branding elements.
This course explains how digital technology is transforming marketing. It focuses on how technology will enable salespeople from selling products to becoming trusted advisors for customers, especially in financial and health services. Technology will also impact all 4 P’s of Marketing from product, promotion, price, and distribution, especially with the rise of e-commerce. For example, pricing will become more dynamic in a real-time basis based on demand and supply, and we will switch to digital advertising from print and television advertising.
Kennesaw State is a Carnegie-designated doctoral research institution (R2), placing it among an elite group of only 6 percent of U.S. colleges. A leader in innovative teaching and learning, KSU is making an impact across the region, the nation and around the world. As the third largest university in the state of Georgia, Kennesaw State has nearly 45,000 students enrolled in over 180 undergraduate, master’s, doctoral degree and certificate programs.
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This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate, or you can audit it to view the course materials for free. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. If you only want to read and view the course content, you can audit the course for free. If you cannot afford the fee, you can apply for financial aid.
This Specialization doesn't carry university credit, but some universities may choose to accept Specialization Certificates for credit. Check with your institution to learn more.
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