BUKD-M511 Market Based Analysis
- 12 weeks
- 3.00 credits
- Prerequisite(s): Core 2
This course is designed to help you distinguish yourself as a leader who can effectively address one of the most enduring challenges faced by virtually every organization: How to drive profitable growth. The course will provide you with practical frameworks for managing all levers that drive profitable organic growth (i.e., non-acquisition-related growth). For example, you will learn how to: Identify your most and least profitable customers and improve the profitability of each; Measure and improve the financial productivity of your marketing investments; Grow your customer base and margins by entering new market segments; Grow customer usage rates of your products; Pre-empt market share erosion by detecting emerging competitive threats and proactively addressing them; and respond to price-based competitive threats without setting off a price war; among others. More generally, the course will sharpen your strategic thinking skills as well as your ability to apply a range of statistical and financial analysis tools. The course makes extensive use of cases and offers extensive coverage of applications of frameworks to B2B and B2C contexts.