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Online course

The Digital Economy: Success through Market Segmentation

Explore how and why market segmentation can be used to improve business performance.

What’s the difference between a free course and an upgraded course?

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No access to course tests
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • Access to course tests
  • A Certificate of Achievement when you complete the course

Find out more

The Digital Economy: Success through Market Segmentation

Upgrade - $79
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This course is part of the The Digital Economy program, which will enable you to thrive in the digital economy and earn 15 credits towards an MBA.

Why join the course?

Marketing is all about putting the customer at the centre of the business. But what exactly does that mean for today’s organisations, and what challenges do marketers face in satisfying ever more demanding customers in the age of digital disruption?

In this free online course, you look at the challenges marketers are facing today and how they can gain a competitive advantage by using the vast amount of customer data available to segment, target and personalise products for their customers.

Tailor your offers to your customer’s needs

This course provides an in-depth grounding in market segmentation as a process, revealing how you can adapt it to improve business performance, whether in a start-up or an established firm.

You will learn how data-driven segmentation can lead to long term success in competitive markets. You will grasp the relevance of the three stages of segmentation, targeting and positioning, and develop critical insights into how to apply it to gain a competitive advantage.

Thrive in the digital economy

The Digital Economy: Success Through Market Segmentation is one of four courses from The Open University about the digital economy, designed to help experienced managers get to grips with today’s technology-enabled business environment.

The course has been developed by The Open University Business School – a pioneering institution that is triple accredited by AMBA, EQUIS and AACSB.

Holders of FutureLearn Certificates of Achievement for all four Digital Economy courses can earn 15 UK credits towards The Open University Business School’s flexible MBA by passing a linked Open University assessment module (requiring separate OU registration and fee).

What topics will you cover?

  • 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

When would you like to start?

  • Available now
  • Date to be announced

What will you achieve?

By the end of the course, you'll be able to...

  • 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

Who is the course for?

This course is intended for learners wanting to know about how the digital era is affecting market segmentation strategies of organisations, their customers and stakeholders. You do not require any previous knowledge or experience of marketing to study this course but you could benefit from having some knowledge of business in general.

Find further information about OU registration, the assessment module and MBA in the entry requirements. The Open University does not operate in Cuba, Iran, North Korea, Sudan and Syria. This means that Learners based in those countries will not be able to convert their participation in this Program to Open University course credits.

Who will you learn with?

Hilary Collins

Hilary is a strategic design academic with research interests in the economic and cultural role of the creative industries. She teaches OU courses in Strategy and Design Thinking

Who developed the course?

The Open University (OU) is the largest academic institution in the UK and a world leader in flexible distance learning, with a mission is to be open to people, places, methods and ideas.

What’s the difference between a free course and an upgraded course?

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No access to course tests
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • Access to course tests
  • A Certificate of Achievement when you complete the course

Find out more

Get extra benefits, upgrade this course. For $79 (+ shipping) you'll get:

Unlimited access

Upgrading will mean you get unlimited access to the course.

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  • Take the course at your own pace
  • Refer to the material at any point in future

If you’re taking a course for free you have access to the course for its duration + 14 days, regardless of when you join. If you upgrade the course you have access for as long as the course exists on FutureLearn.

Access to tests

When you upgrade you’ll have access to any tests during the course.

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  • Validate your learning
  • Ensure you have mastered the material
  • Qualify for a certificate

To receive a Certificate of Achievement you need to take any tests and score over 70%. You don’t get access to tests if you choose to take a course for free.

Certificate of Achievement

Upgrading means you’ll receive a Certificate of Achievement when you complete the course.

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  • Prove your success when applying for jobs or courses
  • Celebrate your hard work
  • Display on your LinkedIn or CV

To receive a Certificate of Achievement you need to mark 90% of the steps on the course as complete, and score over 70% on any course tests.

Upgrade


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