The Practice of Customer-Focused Marketing

In the business of changing customer behaviour, you want prospects to open written communications and direct mail, to click on online advertising and to post recommendations. The success of any marketing enterprise is a function of how well it interacts with customers at the last mile and how well it masters the business of changing behaviour.

Rotman's Customer-Focused Marketing Program centres on a comprehensive understanding of customer behaviour. Through theory and the application of big data analytics, behavioural economics and business design, you will learn to make effective strategic decisions to enhance your organization's interaction with customers.