In collaboration with the Center for Business, Health, and Prosperity at the University of Utah, Ensign Global College is offering an executive education experience in developing customer segments and profit maximisation on June 14, 2022, at its Kpong Campus.

This one-day course will provide processes for understanding the details of customer problems a new product needs to solve, deciding which customers to target to maximise profitability, developing customer segments, and determining what additional tasks must be undertaken for success, depending on the source of the idea, and understanding the different ways in which product development projects arise.

Tuition for the course is ¢1000, which includes a welcome dinner and reception the night before as well as breakfast and lunch the day of the course.

At the conclusion of the course, participants will receive a certificate of completion endorsed by the collaborating top institutions.

The course will be taught by Professor Abbie Griffin from the University of Utah. Abbie Griffin holds the Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business and is the Associate Dean of Business Innovation for the School of Medicine.

She teaches the undergraduate Marketing Strategy Capstone course in the Business School and is responsible for marshalling all of the business resources necessary to help the University's medical innovators commercialise their inventions, teaching in both the Bench to Bedside and NSFI Corps Programs.

Professor Griffin’s research investigates means for measuring and improving the processes of innovation, new product development and technology management.

Her paper, “Voice of the Customer,” (with John Hauser, Marketing Science) won both the John D.C. Little Best Paper Award and the Frank M. Bass Dissertation Paper Award.

Stephen Alder, Ph.D, President of Ensign Global College says, “We are pleased to welcome Professor Griffin as she continues the growing tradition at Ensign Global College of having world-renowned scholars and experts provide excellent executive education programs.

"Professor Griffin is sought after by leading industries globally to guide them in their marketing work, especially regarding understanding the voice of their customers.

"All those who participate will find new ways to engage high value customers regardless of the market or industry in which they operate.”

This will be the third in a series of executive education courses organised by the Ensign Global College and the David Eccles School of Business at the University of Utah.