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Kellogg School of Management

Marketing & Sales  >  The Market Focused Organization

The Market Focused Organization: Creating and Delivering the Customer Experience

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Upcoming Sessions
  November 16-20, 2008
$ 7,300
   
Key Benefits
During this course, you will:
Communicate internally how to be a truly great market-focused organization
Understand how your customers experience your organization's products or services and the impact customer experience has on satisfaction and brand image
Understand how to drive the target market value proposition throughout your organization and convert marketing initiatives into real performance
Understand the critical steps to aligning your organization with your target markets and their value propositions
Develop a continuous and sustainable process for learning about, and adjusting to, the needs of the target market
 
"This program provides practical and compelling frameworks to tackle major market-focus issues that exist in nearly all organizations."

SVP, Strategic Marketing and Business Development, Lonley Planet Publications
students in class
© Nathan Mandell
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Program Content
 

The Nature of a Sound Market Strategy

  • Effective segmentation, targeting, and positioning
  • Linking how to satisfy customer needs with how the business profits
  • Building the market offering
  • The imperative of strategic discipline

Understanding the Customer Experience

  • Understanding how the customer experience impacts the brand image
  • Assessing specific strengths and weaknesses of the customer experience and identifying opportunities for improvement and innovation

Characteristics of the Market-Focused Organization

  • Making the target market the focus of every decision
  • Communicating to employees what the organization wants customers to think of its products and services
  • The leader’s agenda in the market-focused organization
  • The importance of your brand in becoming market focused

Organizational Design

  • Aligning structure, information and decision support systems, human resources policies and practices, and incentives with the market
  • Brand, product, account, or market segment managers - how to decide

Creating the Market-Focused Culture

  • How do you know if you have a market-focused culture?
  • The leader’s role in a culture transformation
  • Key steps in changing to a market-focused culture

Organizational Learning

  • Making learning a continuous process
  • Focusing learning on the market
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