This is a master class in gaining a competitive marketing advantage. Professor Jagdish Sheth, 2020 Padma Bhushan Award winner for Literature and Education, guides you through proven strategies and practical steps for implementing technology, segmentation, differentiation, and positioning into your marketing plan. Professor Sheth shares wisdom and insight from decades of experience, years of research, and recommendations from multiple senior industry leaders to help grow your brand and set your business apart from the competition. Applied Learning Project Learners will learn why branding is important for customer recognition and how positioning, differentiation, and segmentation are all key strategic concepts in marketing. They will address marketing challenges caused by access to digital technology posed by Professor Sheth in order to put what they have learned into real world scenarios. Read more