Overview of Week 1

In this course we will become more familiar with the concepts of ‘segmentation’, ‘targeting’ and ‘positioning’. Very few companies have enough resources and the desire to target every human being on the planet. Therefore, these three steps will be an important part of the marketing strategy of most companies.

This week we will look at the meaning of each term before diving deeper into the process of segmentation and how each step is a necessary to be complete before the next one can begin. We will then look in more detail at how to segment both individual customers and organisations.