Using Data in Marketing

The following exercise allows you to practice collaboration skills while learning about strategic marketing planning.

Complete the case study exercise, Communicating Value. A transcript of this interactive exercise is also available.

Consider what you learned in the experience and respond to the following in a minimum of 175 words:

• Based on what you learned, how would you facilitate cross-team collaboration between the marketing management function and R&D teams at Lenovo?
• How would you communicate about new features to customers?
• How would you measure the success of the team?