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MiniMBA in MarketingMiniMBA in Marketing

Module 3

Segmentation

sophisticated mass marketing / behavioral and firmographic approaches

Module length: 1 hr 33 mins
Readings: 3
Study time: 2 hrs

All of your customers are different. This poses an important question. Do you treat the whole market the same or try and give individual customers exactly what they want?

Truth is, only selecting one won’t set the marketing world alight.

Learn how to pattern the market based on our insights from Module 2 and define the distinct groups you do, and equally crucial, do not want to target.

Other Modules

1 orientation
Module 1 MARKET ORIENTATION
Module 1MARKET ORIENTATION

market orientation / customer obsession / the marketing concept

Module length: 1 hr 15 mins

Reading: 4

Study time: 2 hrs

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2 market research
Module 2 MARKET RESEARCH
Module 2MARKET RESEARCH

qualitative and quantitative methods / research design

Module length: 1 hr 21 mins

Reading: 3

Study time: 2 hrs

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4 targeting
Module 4 TARGETING
Module 4TARGETING

mass marketing versus targeting / strategic choices / customer portraits

Module length: 1 hr 5 mins

Reading: 4

Study time: 2 hrs

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5 positoning
Module 5 POSITIONING
Module 5POSITIONING

perceptual maps / distinctive brand assets / differentiation and distinctiveness

Module length: 1 hr 43 mins

Reading: 4

Study time: 2 hrs

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6 objectives
Module 6 OBJECTIVES
Module 6OBJECTIVES

strategic planning / funnels / OKRs

Module length: 1 hr 24 mins

Reading: 5

Study time: 2 hrs

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7 product
Module 7 PRODUCT
Module 7PRODUCT

product management / jobs to be done / diversification

Module length: 1 hr 37 mins

Reading: 4

Study time: 2 hrs

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8 price
Module 8 PRICE
Module 8PRICE

price research / behavioral economics / price setting

Module length: 1 hr 34 mins

Reading: 4

Study time: 2 hrs

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9 marcomms
Module 9 MARKETING COMMUNICATIONS
Module 9MARKETING COMMUNICATIONS

integration / advertising effectiveness / messaging

Module length: 1 hr 39 mins

Reading: 4

Study time: 2 hrs

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10 distribution
Module 10 DISTRIBUTION
Module 10DISTRIBUTION

direct and indirect distribution models / physical availability

Module length: 1 hr 49 mins

Reading: 4

Study time: 3 hrs

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The next cohort starts in April. There are marketers in your industry already on it.

Reserve your place
40,000+ alumni have completed the course since its inaugurationin 2016
78 NPS+ Over 90% of our alumni would recommend the course
86 A global learning programme with Alumni from over 86 countries around the world
95% alumni feel more confident after doing the course