Success Through Market Segmentation

Free Online course
The Digital Economy:
Success Through Market Segmentation
19 Feb, 14 May, 6 Aug 2018

Explore how and why market segmentation can be used to improve customer satisfaction and business performance.

Tailor your offers to your customer’s needs

Marketing is all about putting the customer at the centre of the business. But what exactly does that mean today? And what challenges do marketers face in satisfying ever more demanding customers in the digital age?

In this online course, you will look at how marketers can gain a competitive advantage, by using the vast amount of customer data available, to segment, target and personalise products for their customers.

The course provides an in-depth grounding in market segmentation as a process, revealing how you can adapt it to improve the performance of all businesses.

What topics will you cover?
  1. What the digital economy means for the function of marketing
  2. What market segmentation is and why market segmentation matters
  3. The link between business strategy and marketing
  4. The process of segmentation, targeting and positioning
  5. Ethical issues in market segmentation
  6. The explosion of information and data in the digital age

By the end of the course, you'll be able to...
  • Identify and understand the impact of the digital economy on why and how market segmentation is used by organisations
  • Summarise and link segmentation strategy to an organisation’s overall strategic direction, recognising the impact of the digital economy
  • Produce and use market segmentation to improve your organisation’s performance in the digital world
  • Demonstrate sensitivity to ethical issues arising from market segmentation in the digital economy

Who is the course for?
This course is intended for learners wanting to know about how the digital era is affecting market segmentation strategies of organisations, their customers and stakeholders. You do not require any previous knowledge or experience of marketing to study this course but you could benefit from having some knowledge of business in general.

Who will you learn with?
Hilary Collins, Hilary is a strategic design academic with research interests in the economic and cultural role of the creative industries. She teaches OU courses in Strategy and Design Thinking

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