IMKT21900 - Marketing Profiles: Segmentation, Targeting, and Measurement

Course Description

This course gives students the tools to address key concepts in the strategic marketing planning process. It helps identify how customers are alike/different, design products and services of interest that are specific to their needs, and differentiate any offering(s) from competitive products.

Multi-cultural market segmentation and product positioning are key strategic concepts that are critical to answering the questions stated above. In this course, students are taught foundational techniques for both segmentation, targeting, and positioning (STP) while providing practical, real-world applications.

The course further outlines approaches to measuring whether chosen market segments show preference for your product and, in doing so, help you achieve your goals. Real-world examples, case studies, and guest speakers encourage a deeper appreciation of the importance of segmentation and positioning.