The Kent State University Center for Corporate and Professional Development Certificate in Marketing and Innovation Program Value Propostition & Positioning Class

A strong and profitable value proposition creates the link between customer value and customer behavior. The most successful companies have clear and concise statements of “what’s in it for me” from the customer’s perspective.

Positioning is the process of establishing and maintaining a perception of an offering in the minds of target segment members. In this interactive class, you will

  • Learn how to build a differentiated value proposition for a new offering or make your existing value propositions more compelling and differentiated
  • Explore positioning and repositioning alternatives for your offering, whether it is about to be commercialized or already exists
  • Understand how to do this work based on what the voice of the market tells you, so you can predict how successful your business development investment will be

Requirement: Your current value proposition and insights about your target customer.

For details about the Value Proposition & Positioning class, which is one of the programs in Kent State’s Certificate in Marketing and Innovation, click the link below.

About the Author

Pamela J. RoachPamela Roach is CEO of Breakthrough Marketing Technology. She is dedicated to our mission of enabling businesses to make decisions based on fact. She has designed, collected, analyzed, and delivered the intelligence necessary to produce insights into the motivations, attitudes, and outcomes that characterize multicultural targets. In addition to her work at Breakthrough, she also teaches graduate students Integrated Marketing and Media Campaigns at NYU School for Professional Studies.

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