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MiniMBA in MarketingMiniMBA in Marketing

Module 4

Targeting

mass marketing versus targeting / strategic choices / customer portraits

Module length: 1 hr 5 mins
Readings: 4
Study time: 2 hrs

At this stage, it’s time to get the cross hairs out for Targeting as our first advance into strategy.

Choosing who do we target and, crucially, who do we not target is the first fundamental of strategy. It will determine yours and your business’ success.

Other Modules

1 Market 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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3 Segmentation
Module 3 SEGMENTATION
Module 3SEGMENTATION

sophisticated mass marketing / behavioral and firmographic approaches

Module length: 1 hr 33 mins

Reading: 3

Study time: 2 hrs

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5 Positioning
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 Mar Comms
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.

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40,000+ alumni have completed the course since its inaugurationin 2016
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