Class: Value Proposition & Positioning

The Kent State University Center for Corporate and Professional Development Certificate in Marketing and Innovation Program Value Proposition & 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, participants

  • Learned how to build a differentiated value proposition for a new offering or make your existing value propositions more compelling and differentiated
  • Explored positioning and repositioning alternatives for your offering, whether it is about to be commercialized or already exists
  • Understood 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
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