Learn how to use the critical mindsets of strategic marketers to enhance your businesses' products and technologies.

Immerse yourself in the analytical and creative mindsets of strategic marketers and gain the skills needed to succeed in today's competitive product management environment. You'll learn how to think like a successful marketer, with a customer-focused mindset and a focus on profitability. You'll also learn how to use fundamental tools like customer segmentation, value attribution, and systems thinking to gain insights into markets, customers, and competitors. Plus, you'll practice developing profitable, customer-centric value propositions and offers using clear and effective communication. Don't miss this opportunity to boost your marketing skills and drive success for your business.

Ginny Ertl
Instructor, Caltech CTME

In this course, you will learn to:

• Apply the mindset that successful marketers have when creating customer-focused, profitable strategies.


• Use the fundamental tools that marketers use to gain insights into markets, customers and competitors.


• Practice the skills that marketers apply in developing profitable, customer-centric value propositions and offers.

This is a four-hour, non-technical overview of key topics and their application in a business environment for the purpose of building familiarity and early subject literacy. Combine this course with others to comprehensively understand broad technological change affecting most industries. Each chapter takes about 20 minutes and ends with a two-question learning check focusing on topic recall and retention.

This short course is ideal for most business function personnel across the enterprise, including products and services, accounting, sales and marketing, operations, and supporting roles.