Certificate of Achievement
has completed the following course:
The Digital Economy: Success through Market Segmentation
This course outlined market segmentation and how to tailor an offer to segments of customers with similar wants and needs. It provided an in-depth grounding in market segmentation as a process, and revealed how you can adapt it to improve business performance, whether in a start-up or an established firm. It covered how data-driven segmentation can lead to long term success in competitive markets and detailed the relevance to both commercial & non-profit organisations of the three stages.
4 weeks, 3 hours per week
Dave Hall
University Secretary
The Open University
Transcript
Learning outcomes
- Identify and understand the impact of the digital economy on why and how market segmentation is used by organisations
- Summarise and link segmentation strategy to an organisation’s overall strategic direction, recognising the impact of the digital economy
- Produce and use market segmentation to improve your organisation’s performance in the digital world
- Demonstrate sensitivity to ethical issues arising from market segmentation in the digital economy
Syllabus
- What the digital economy means for the function of marketing
- What market segmentation is and why market segmentation matters
- The link between business strategy and marketing
- The process of segmentation, targeting and positioning
- Ethical issues in market segmentation
- The explosion of information and data in the digital age
Issued on 15th March 2017
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.