This course is designed for those who want to understand customer behavior and learn how to apply that knowledge to effective marketing and communication decisions.
 
The course is suitable for business professionals, beginning professionals, students, and business owners who want to build a customer-centric approach and work effectively with different target groups.
 

 
What problem does the course solve?
 
Many marketing initiatives fail when the real behavior, needs, and motivations of the customer are not taken into account. This course helps to understand how to segment the market, select the right target, and build communications based on the customer's mindset.
 

 
This course helps to understand:
 
how to implement effective segmentation,
 
how to define and select the target audience,
 
what is Buyer Persona and how it is used in marketing,
 
what is the role of internal marketing in the organization,
 
and how to build the right communications with customers.
 

 
Main topics of the course
 
Segmentation
 
Market division by behavior, needs and characteristics
 
Targeting
 
Target audience selection and prioritization
 
Buyer Personas
 
Customer profile formation and application
 
Internal marketing
 
Team engagement and communication within the organization
 
Communications
 
Construction and adaptation of messages for different audiences
 

 
As a result, participants will be able to
 
analyze customer behavior,
 
correctly segment the market and select the target,
 
create and use Buyer Personas in marketing work,
 
build effective communications with different audiences.
 

 
This course is part of the Weekend School of Marketing program and contributes to the formation of customer-centric marketing thinking.
 

 
The goal of the course is to help participants actually use their knowledge of customer behavior in business and work environments.