Short course
Connecting with Customers: Knowing Your Audience and Value Propositions (online)
Course status:
Applications being accepted
Location:
Online
Dates and time:
19/01/2027 - 22/01/202711:00 - 12:30
Study format:
Short intensive
Fees:
£560.00
This course is for professionals who want an evidence-based understanding of their customers and use that insight to shape stronger value propositions and marketing messages.
Using a mix of short inputs, worked examples, and exercises, you will explore segmentation, demographic and psychographic profiling, and the risks of relying on assumptions alone.
You will then learn how to build meaningful customer personas that capture who your customers are, what they want, what blocks them from taking action, and how they actually behave across channels and touchpoints.
A structured framework for customer insight (priority initiatives, success factors, perceived barriers, buyer’s journey, and decision criteria) will help you turn raw research into clearer value propositions and more effective marketing messages.
Understand what we mean by value, how customers define it, and the necessity of finding the right ‘fit’ between what a business sees as value in contrast to what the customer sees. Learn how to use tools and methods to design and shape compelling propositions to deliver a return on investment.
Book this course
The registration deadline for this course is 1pm UK time on 15 January 2027, or when the course is fully booked – whichever occurs first. You can sign up for course news for updates on future courses.
Course aims
This course is appropriate for anyone working in marketing and communications, as well as small business owners and entrepreneurs. Given the greater depth we are providing here, the marketeer audience is likely to be more experienced and looking to challenge their current approach.
Programme details
Knowing Your Audience
Module 1: Why knowing your customer matters and fundamentals of segmentation
- Exploring what we really mean by being customer-centric
- Defining what segmentation is and how you use it
- Questioning what we think we know versus what we actually know about our target segments
- Exploring limitations of segmentation and application into marketing plans
Module 2: Building customer personas based on market research and listening
- Understanding what a good target persona includes and how to build it
- Defining deeper persona insights to make persona usable
- Understanding types of market research available to us
- Assessing the most appropriate research formats
- Applying social listening and sentiment analysis tools to personas
Value Propositions
Module 3: What is a value proposition?
- Understanding what is meant by value (B2B & B2C)
- Types of value proposition
- Value proposition design as part of a business model canvas
- Reference case studies
Module 4: Value Proposition Creation & Validation
- Audience Pains and Gains
- Validating a value proposition
- Adapting value propositions
- AI and Value Propositions
IT requirements
This course is delivered online using Microsoft Teams. You will be required to follow and implement the instructions we send you to fully access Microsoft Teams on the University of Oxford’s secure IT network.
To participate you must be familiar with using a computer for purposes such as sending email and searching the Internet. You will also need regular access to the Internet and a computer meeting our recommended minimum computer specification.
It is advised to use headphones with working speakers and microphone.
Sam Birkett
Sam Birkett is a higher education and innovation marketing consultant with over 20 years’ experience across universities, professional services and edtech. He is also an interactive team-building director and amateur actor, bringing strong facilitation and presentation skills to his work.
He previously led open-enrolment marketing at Saïd Business School, University of Oxford, supporting a portfolio of 20+ executive programmes and contributing to significant improvements in global rankings and enrolment. Drawing on deep expertise in audience insight and proposition design, Sam now advises institutions such as LSE, the University of Oxford and UCL on end-to-end growth strategies spanning persona and value proposition development, LinkedIn lead generation and conversion, content strategy and multimedia campaign production.
His practice is grounded in practical delivery, building measurable target-segment journeys and aligning teams around evidence-based messaging.
Joe Pélissier
Joe Pélissier is a branding and communications consultant who designs award winning training programmes across multiple formats. He began his career at Video Arts, the innovative training film company founded by John Cleese. Since 2007, in addition to writing web content, he has advised and trained teams on their written and spoken digital communication skills. His international client base includes the European Council, Commission and Parliament, Sony PlayStation, England Rugby, Nespresso, Louis Vuitton and Gucci.
Joe is also a mentor to founders, entrepreneurs and directors looking for an external perspective on their marketing, branding and communication strategies. He speaks French and Italian.
To be eligible for a certificate of attendance, you will need to attend the whole course. Participants who meet this criterion will be emailed a link and instructions for accessing their University of Oxford digital certificate after the course ends.
The certificate will show your name, the course title, and the dates of the course you attended. You will be able to download your certificate and share it on social media if you choose to do so.
Fees
| Description | Costs |
|---|---|
| Course Fee | £560.00 |
Payment
Fees include electronic copies of course materials.
All courses are VAT exempt.
Register immediately online
Click the ‘Book now’ button on this webpage. Payment by credit or debit card is required.
Request an invoice
If you require an invoice for your company or organisation, please email us at business@conted.ox.ac.uk to request an online enrolment form. Payment is then accepted online, by credit/debit card, or by bank transfer.
Recommended reading
Value Proposition Design: How to Create Products and Services Customers Want, Alexander Osterwalder et al.
Creating and Delivering Your Value Proposition: Managing Customer Experience for Profit, Cindy Barnes et al.
Value Prop: Create Powerful Value Propositions to Enter & Win New Markets, Jose Palomino (Value Prop Interactive)
Build B2B Marketing Personas: The Easy-To-Follow Guide, Jodi Harris, Content Marketing Institute, (article), 2025
Buyer Personas: How to Gain Insight into Your Customer’s Decision Journey, Adele Revella, Wiley, (book) 2015
Module code: O26C079M8Y
Please apply by clicking the ‘Book Now’ button below.
If you would like to discuss your application or any part of the application process before applying, please email us at business@conted.ox.ac.uk.