Part One: Create a Customer Profile
In this part of the course project, you will use the information you gathered from your customer research to create a customer profile that will help you translate the results of your research into a “persona” on whom you can focus your product development and marketing.
Part Two: Gather Customer Feedback
In this part of the course project, you will create a simple prototype or mockup for something you haven’t yet offered or for an improvement or expansion on something you already offer. This could be anything from a tangible product, like a spill-proof coffee mug, to a service model for your company or practice. Then you will practice gathering feedback from potential customers to ensure your product development is moving in the right direction.
Part Three: Develop Your Brand Positioning Statement
In this module, you’ve considered the ways in which your brand identity must reflect your value proposition and differentiate your company from your competitors. In this part of the project, you will develop your own perceptual map to show where your brand fits into the competitive landscape. Then, you will use the map to publish a positioning statement for your brand that helps it stand apart from others.
Part Four: Plan Your Digital Marketing Strategy
In this part of the course project, you use the information you have gathered about common digital marketing tools and your own goals to plan your digital marketing strategy at a high level.
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