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Course Description

To improve sales and market share, knowing what consumers want isn't enough. You also need to know what they believe your product or service, and your competitors', provides. In this course, you'll create and use perceptual maps to identify which dimensions consumers use to differentiate among products, and how they perceive your products relative to competitors'. These maps are valuable for identifying opportunities to introduce and position new products, repositioning existing products, and identifying your true competitors.

Faculty Author

Sachin Gupta

Benefits to the Learner

  • Explain the value of perceptual maps to overall product positioning
  • Create and use perceptual maps to identify which dimensions consumers use to differentiate among products
  • Identify opportunities to introduce and position new products, reposition existing products, and identify competitors

Requirements

Participants must have experience with Microsoft Excel.

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Oct 29, 2025 to Nov 11, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 10, 2025 to Dec 23, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

 IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to the Marketing Symposium! This event features a week of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing marketing topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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