During the program you will explore a business context shaped by globalisation, economic change, customer sophistication, competitor initiatives and other market forces. Through market analysis, you will see how customer insights are generated and turned into a competitive advantage. We explore segmentation through customer needs leading to the development of compelling value propositions. You will gain insights into practical pricing opportunities and address communication challenges in a world shaped by social media. With tools, techniques, live examples and best practices, this is a practical program for improving the marketing and customer focus of your business.