COURSE OVERVIEW:

Business is built on relationships. Yet the most important relationship of all—between business and customer—seems to be the one that organisations are falling behind on, leaving them open to failure in what is the age of the customer.

The customer is now in the driver's seat—a phrase that has become a cliché is an absolute truism that cannot be ignored; yet, every day we read of epic failures where businesses, through a lack of understanding of the customer, fail to meet expectations.

Customer knowledge is the combination of experience, value and insight information which is needed, created and absorbed during the transaction and exchange between the customers and enterprise. Customer knowledge is defined as: "organised and structured information about the customer as a result of systematic processing". Customer knowledge is identified as one of the more complex types of knowledge, since customer knowledge can be captured from different sources and channels.

The key to successful marketing is in knowing your customers, understanding their needs and desires and communicating with them in an effective manner. Without this knowledge the marketing you undertake could be suspect and therefore a waste of time, money and energy. So, how well do you know your markets?

Some businesses base their selling efforts on guesswork and intuition. But those who are the most successful develop in-depth knowledge about customers and tailor their selling efforts to address customers’ needs and goals.

This course provides detailed information on ways to know your customers and how to choose the right marketing tools especially for them. Also, provides the best techniques on how to know what your customers are buying and the right marketing strategies that you should use to win them.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

• What is meant by customer knowledge?
• How to identify customer’s needs?
• The importance of knowing your customer
• The seven key marketing questions that you should ask yourself
• What are the different types of marketing tools?
• How to choose the right marketing tools that would work for you?
• How to know if using this promotional tool will reach my target audience?
• The reasons why many organisations fail in their marketing?
• The importance of knowing what your customers are buying
• The importance of understanding your customers’ needs
• Why people buy?
• The subjective or psychological reasons for buying a product or a service
• What marketing strategies are?
• How to benefit from a core strategy?
• How to expand with a market expansion strategy?
• How to expand sales within your territory?
• How to specialise with a market segmentation strategy?
• How to specialise to outdo the competition?
• How to add a segment to expand your market?
• How to develop a market share strategy?
• How to calculate your share of the market?
• How to define your product category?
• Why research the total sales in your market?
• How to use the napkin method for estimating market share?
• How to set market share goals?
• Why you should invest in growing your share?
• How to achieve your market share goals?

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

COURSE REQUIREMENTS:

You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.

COURSE DELIVERY:

Purchase and download course content.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.