Finding Your Next Markets

The fundamental element for the existence of any business entity is its value-proposition: what value is created? For whom is it created? How is it created? Value is not created in a vacuum, but in an existing market environment, which needs to be considered. Together these analyses lead to a positioning and segmentation strategy, which affects marketing actions such as market research, product development, pricing, communication and distribution. This session provides an overview of the basic framework for the value proposition and positioning analyses.

Course Faculty

Dr. On Amir is an assistant professor of marketing at the Rady School. Dr. Amir received his Ph.D. in management science and marketing from Massachusetts Institute of Technology's Sloan School of Management in 2003. While completing his doctorate he held the AMA Sheth Doctoral Consortium Fellowship, the CS Holding Fellowship and the Walter A. Rosenblith Fellowship. He also received several research awards from the Marketing Science Institute for his work on consumer choice and reasoning. Prior to coming to UCSD, he was an assistant professor of marketing at Yale University. Dr. Amir's research focuses on using psychological and economic principles to identify successful strategies in different consumption environments. He also investigates different consumer decision making mechanisms and their influences on the offline and online marketplaces.