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Market Segmentation, Targeting and Positioning

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Study Mode: Online
Enrolled: 565 students
Course view: 4122
Duration: Self-Paced Learning
Lectures: 16
Course type: Short Courses
Certificate of Completion: FREE
Market Segmentation, Targeting and Positioning

Philip Kotler, the grand dean of marketing textbooks, has suggested that if marketers can nail their target and position, all other aspects of a marketing campaign will fall into place. Target and position define whom we are trying to reach with our marketing campaign, and what message (or position) we will use to connect. The concepts of targeting and positioning are so critical to marketing success that we now dedicate an entire unit to them.

So, let’s now consider the concept of segmenting, targeting, and positioning (STP), known as the strategic marketing formula that helps marketers identify and segment their audience, target their market, and posture their products to cultivate their desired brand position.

Completing this unit should take you approximately 5 hours. Upon successful completion of this unit, you will be able to:

  • define the STP strategy; and
  • identify the place of targeting and positioning in the marketing campaign.

Course Curriculum

SECTION 1: STP STRATEGY

1
Market Segmenting
Self-Paced
2
Types of Market Segmentation
Self-Paced
3
Nature of A Market Segment
Self-Paced
4
Market Positioning
Self-Paced
5
Positioning in Advertisements
Self-Paced
6
Quiz
10 questions

SECTION 2: STP PRINCIPLES

1
Segmenting and Targeting a Firm’s Current Customers
Self-Paced
2
Types of Segmentation Bases
Self-Paced
3
Selecting Target Markets
Self-Paced
4
Target-Market Strategies: Choosing the Number of Markets to Target
Self-Paced
5
Quiz
5 questions

SECTION 3: CORE CONCEPTS OF MARKETING

1
The Segmented Market
Self-Paced
2
Segmenting Organizational Markets
Self-Paced
3
Objectives
Self-Paced
4
Determine the Changes to be made
Self-Paced
5
Collect baseline data on the issues to be addressed
Self-Paced
6
Benefits of Understanding Audiences
Self-Paced
7
Wrapping up
Self-Paced
8
Quiz
5 questions

 

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