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

Target Market Selection and Brand Positioning

SMP811 · Strategic Marketing — Week 5 of 16

CourseSMP811
Week5 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Target Market Selection and Brand Positioning

  1. Segment attractiveness and structural profitability
  2. Coverage strategies
  3. Perceptual mapping and competitive positioning
  4. Formulating distinct value propositions
  5. Lecture 42: Brand Positioning
  6. Lec 24 - Target Market Strategies
  7. Lecture 39: Brand Proposition

What you will be able to do

  • 3.2 Evaluate targeted segments for an organisational context.
  • 3.3 Design a differentiated brand position for targeted segments for an organisational context.

Activity

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

Study materials

Videos

  • Do you know what differentiates your hotel brand? · YouTube · eCornell · 60 min · for registered students
  • Just do it! Brand Name Lessons from Nike's Troubles! · YouTube · Aswath Damodaran · 37 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 Segmenting, Targeting, and Positioning · PDF · Saylor Academy, textbook chapter; pp. 137–181 · for registered students
  • Principles of Marketing, ch. 5: Market Segmentation, Targeting, and Positioning · PDF · OpenStax, textbook chapter; pp. 169–210 · 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 4Week 6
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