Business and technology qualifications, Levels 3-6, in Brussels. Explore qualifications
Portal login
Level 8 Diploma in Strategic Management and Leadership Practice

Strategic Market Segmentation

SMP811 · Strategic Marketing — Week 4 of 16

CourseSMP811
Week4 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Strategic Market Segmentation

  1. Advanced consumer and B2B segmentation bases
  2. Behavioral and psychographic clustering
  3. Predictive analytics and micro-segmentation
  4. Criteria for effective segment evaluation
  5. Lec 22 - Segmentation in B2B Markets
  6. noc20 mg04 lec14 Market Segmentation, VALS Model
  7. Evaluation of market segments, targeting and strategy

What you will be able to do

  • 3.1 Critically explore market segments for an organisational context.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: critically explore market segments for an organisational context.

Study materials

Videos

  • Evaluation of market segments, targeting and strategy · YouTube · Galton College · 12 min · for registered students

Further resources

  • MIT OpenCourseWare 15.810 Marketing Management (Fall 2010) · Reading · MIT OpenCourseWare, course · for registered students
  • Principles of Marketing, ch. 5: Market Segmentation, Targeting, and Positioning · PDF · OpenStax, textbook chapter; pp. 169–210 · for registered students
  • MIT OpenCourseWare 15.904 Strategic Management II (Fall 2005) · Reading · MIT OpenCourseWare, course · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 3Week 5
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Strategic Marketing Foundations and Processes
  • Week 2: External and Competitive Environment Auditing
  • Week 3: Internal Capabilities, Stakeholder Ecosystems, and Strategi…
  • Week 4: Strategic Market Segmentation
  • Week 5: Target Market Selection and Brand Positioning
  • Week 6: Ontology of Brands and Strategic Equity
  • Week 7: Brand Architecture, Brand Pyramids, and Strategic Brand Man…
  • Midterm: Midterm evaluation
  • Week 9: Integrated Marketing Mix Architecture
  • Week 10: Product Lifecycle (PLC) Dynamics and Tactical Adaptation
  • Week 11: Marketing Implementation, Performance Metrics, and Strategi…
  • Week 12: Applying Strategic Marketing in practice: case studies
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
Back to the course
Scroll