Segmentation and Targeting
What is the programme about?
In marketing terms, not all customers are as important as others. Finding groups of customers with similar attributes or value allows marketing organisations to target the most attractive groups with carefully planned propositions and communications.
This programme teaches marketers up-to-date segmentation techniques, tailored to their market and business challenges. Examples of successful segmentation strategies are explored, and the pros and cons for different approaches discussed. Current trends in segmentation and the impact of new data technologies are considered.
Participants are exposed to case material and data which provides a segmentation challenge for a live business opportunity.
Who will benefit from the programme?
All marketers involved in planning and executing marketing and communications plans.
What challenges will this programme help you address?
- Customer Segmentation: How to segment customers effectively, and find the most attractive segments to target.
- Revealing Customer Behaviour: Interpreting attitudinal, motivational, psychographic and behavioural information.
- Effective Positioning and Targeting: Maximising the value of your segmentation strategy.
Contact us about
WP provides a robust and creative process for the development of new propositions, equipping marketers to identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition and plan for its development and executionRead more...
S&P draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost their understanding of the issues shaping their marketing plans and drive value innovation in their markets. Integrates top-down and bottom-up planning to improve the quality of the overall strategic marketing planRead more...
LB addresses the importance of interpreting and executing against a brand’s positioning for the purpose of company differentiation, exploring examples of value creations and destruction in brand value, and analysing existing and ongoing campaigns for brand alignment and opportunities to build and reinforce the brandRead more...
CRM – demonstrates how to find, interpret and apply data to support decision making, heavily tailored to participants’ level of experience, the information sources they have access to, their roles and intended use of the data, and the day-to-day business challenges they faceRead more...