This course is designed to help students navigate the complexities of two distinct business environments from a demand-side perspective—traditional profit-driven enterprises and fast-growing digital startups. Through real-world examples and case studies from a variety of industries, students will develop the skills to leverage metrics, data, and customer behavior insights in the digital age.
The course prepares students to make customer-centric decisions, respond effectively to digital disruption, and lead transformative growth within their organizations. Specifically, students will:
(a) Learn to apply marketing metrics to analyze customer behavior and translate those insights into actions that improve business models and customer centricity;
(b) Understand and conceptualize different business models within the context of digital disruption, and craft customer value–centric growth strategies;
(c) Explore how customer-centric decisions drive business improvements, with a special focus on digital transformation and the deployment of decoupling strategies.
 

Faculty: Leandro Angotti Guissoni

 

Course Date & Time

Wednesday, 8:00 - 9:40 p.m. (Sao Paulo, Brazil time)