Positioning - Alumni


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Full course description




1.5 Hours





What you'll learn:

How do companies stand out from the competition? One of the first things that companies need to do is articulate why they are better than the others. Is it quality? Creativity? The amazing customer service? It’s technology? Whatever it is, how do marketers ensure consumers remember what the company stands for? At the core, they are questions about positioning and differentiation: What position do you hold in customers’ minds?

In this course you’ll explore strategies companies use to communicate how they’re different, in positive ways, that make them stand out from the pack? If companies can’t figure out how to make a lasting impact in customers’ minds, they won’t win enough customers to stay in business.

Note: This course is not facilitated by an instructor, therefore no one is monitoring activity in the course. If you have a question or need help as you progress, please refer to the help section within the course.

Learning Objectives:

  1. Define positioning and differentiation, and why they are important to marketing a product or service
  2. Explain the process of selecting a positioning and differentiation strategy
  3. Develop and evaluate positioning statements based on defined criteria
  4. Explain repositioning and the associated risks and complexities of repositioning a product or service
  5. Describe the process of implementing a positioning strategy

Who this course is designed for:

Anyone in business or marketing who wants an understanding of how companies use positioning strategies to communicate their differentiation to prospective customers.

What you'll receive:

A Certificate of Completion

Meet the instructor

Ben Pandya, PhD

Bankim Pandya currently holds a Masters in Management from Thunderbird School of Management. He has assisted in developing multi-national leaders in organizations all over the world for more than 25 years utilizing tangible and measurable outcomes. Ben brings diligent insights & a pragmatic approach to learning, implementation through inclusion, interactive, and diverse segments of leaders at every stage in life.