Every business is aware that to foster long term success, there must be a continuous drive to expanding their customer base. The most successful businesses do not become complacent. Finance, production and other business functions will not really matter without sufficient demand for products and services so the firm can make a profit. In other words, there must be a top line for there to be a bottom line. Thus, business success depends on the organization’s market development.
Not surprisingly, companies find it challenging to formulate and implement solutions to keep their markets growing. To compound this problem, they are now operating in a marketplace that is rapidly changing as the new normal sets in. The pandemic has brought with it, economic difficulties and changes in customer behaviour must be considered in any market development initiative.
This professional certificate presents the fundamental concepts and proven frameworks that will help students navigate the complexities of today’s marketplace. It is aimed at equipping students with the knowledge, skills and thinking necessary to capture, expand and preserve a profitable customer base