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