Babson Executive Education
AMBSEL
Babson Academy
Identifying and Attracting Customers
Format: Babson On-Demand™
Location: Online
Without customers, you cannot transform your entrepreneurial venture into a long-lasting and sustainable enterprise. Learn the practical skills you need to develop your customer base and take your business to the next level.
In this self-directed course, you’ll explore the principles that go into identifying and attracting customers. Through detailed instruction from educators that specialize in entrepreneurial ventures, you will learn how to identify the right customers for your business, gain their attention, attract them to your products and services, and convert them into loyal clients. Take the next step toward growing your business today by fostering a robust and enthusiastic customer base, one eager to endorse your company.
- Learn to conduct a situation analysis to understand current market trends and consumer behavior
- Segment your market to identify the right customers and position your product and service appropriately
- Estimate the size of your target customer segment
- Implement a value-based pricing strategy
- Use margin analysis to determine which products and customers are your most profitable ones
- Utilize the sales process to invite and attract your target audience to learn and endorse the value you have to offer to them
- Aspiring entrepreneurs with a new venture or entrepreneurial idea
- Entrepreneurs who want to take their business to the next level
- Professionals looking to expand their skill set across industries and functionalities
- Recognition and Credentialing: A digital badge that serves as verifiable proof of learning and achievement, which can be displayed on platforms such as LinkedIn and included on your resume and portfolio
- Course Content and Learning Outcomes: You gain industry-relevant knowledge, practical skills, and frameworks designed for professionals seeking career advancement or specialization
- Flexibility: Our self-paced digital courses allow flexibility for busy executives and professionals
- Expert Instruction: Experienced faculty, industry leaders, and professionals with real-world expertise teach our courses
- Networking Opportunities: You gain access to a network of peers, alumni, and industry professionals.
- Assessments and Engagement: To earn a credential for completing this course, you must complete assignments, quizzes, case studies, and/or interactive projects
Upon completion of this course you will earn a digital badge.
What you need to know
Course Structure
Costs and Program Discounts
Course Leaders
Phil Kim
Lewis Family Distinguished Professor in Social Innovation
An internationally recognized expert on entrepreneurship, Professor Phil Kim studies, teaches, and advises on different aspects of how entrepreneurial ideas become reality. Widely published and a sought-after conference speaker, he also regularly advises entrepreneurs on issues related to launching and establishing their businesses, and coaches student entrepreneurs as they start their businesses. Prior to becoming an academic, he worked as a management consultant.
Gary Ottley
Professor of Marketing
Professor Gary Ottley has developed and delivered numerous executive education programs, both prior to joining Babson in 2008 and as a member of the Marketing faculty. A Fulbright International Exchange Scholar, Gary worked in marketing consulting for 12 years before coming to Babson. He managed large marketing projects and oversaw the implementation of strategic marketing and pricing initiatives for large Fortune 500 companies and smaller entrepreneurial ventures.
Vincent Onyemah
Professor of Sales and Marketing
Professor Vincent (Vini) Onyemah teaches and conducts research on professional selling, entrepreneurial selling, sales and revenue management, sales force development, and marketing management. Prior to joining Babson College, he worked for many years in industry before pursuing his academic career, then went on to teach at Boston University and Lagos Business School. He has taught and conducted consulting projects in over 25 countries. He also consults for the IFC/World Bank and teaches in several international executive education programs.
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