Understanding Customer Value

About this Module

This module introduces the concept of value, particularly the value a product or service holds for the customer. As part of a marketing certificate curriculum, this foundational concept sets the stage for all strategy decisions.

Every successful company knows what it offers, but great companies understand why they exist. In this module, you’ll step into the boardroom with Burger King as they reevaluate their mission, identify core competencies, and define customer value. You will then consider similar scenarios in your workplace or organization as you explore strategic planning tools like the BCG matrix, Ansoff grid, and SWOT analysis. Discover how companies transform their purpose into profit, and why understanding mission fuels every marketing decision.

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Marketing Certificate

Ideal for professionals across industries, this certificate covers essential marketing skills, including consumer behavior, digital strategy, and brand management. It helps professionals explore how organizations create, communicate, and sustain customer value through thoughtful strategy and execution. Modules are designed to help learners build customer insights and support organizational growth.

Length: 5 online modules (5–6 hours each)
Format: Fully online, asynchronous, and self-paced to support flexible learning
Skills Gained: Strategic thinking, market insight, brand positioning, digital engagement
Recognition: Shareable digital badges earned per module; full certificate awarded upon completion

Faculty lead: Roberto Bello

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