Understanding Customer Needs - Sample Lecture

The M.Sc. Management & Engineering in Technology, Innovation, Marketing & Entrepreneurship is an interdisciplinary program designed at the intersection of management and technology. The program offers you a thorough management education supplemented by a broad set of elective courses on the latest developments in technologies.

In this Online Sample Lecture on the topic “Understanding Customer Needs”, Prof. Dr. Daniel Wentzel, Head of Chair of Marketing at RWTH Aachen University and lecturer in this degree program, gives you an exclusive insight into practice-oriented teaching:

“Sustainable market success requires a clear focus on customer needs and an accurate understanding of the job-to-be-done. However, an astounding number of new products that are launched on the market fail, precisely because they do not address a relevant need or do not solve a relevant problem. Hence, an important task of marketing is to identify unmet or underserved needs and clearly specify a value proposition that describes what customers would stand to gain from buying the company’s product and services. In this lecture, we will start discussing what customer needs are in the first place and how companies can leverage customer insights for competitive advantage.”

Don’t miss this great opportunity to experience your ideal study firsthand!