Marketing Segmentation
COURSE SYLLABUS : Marketing Segmentation
I. Module Information:
Program Title: Postgraduate – Marketing Studies and Actions
Module Title: Marketing Segmentation
Credit number:
Lecture: 12 hours
Pre-requisite(s): None
Other requirements: None
II. Lecturer Information:
III. Main aim(s) of the module
At the end of this module, students will be able to:
- Positioning brings competitive advantages
- Basis of communication
- Declination on all media
- Build a positioning map
IV. Module’s description
This course provides:
A. Introduction
1. Place of the Segmentation in Marketing
– SEGMENTATION
+ Define the segmentation criteria
+ Split the market into homogeneous groups
– TARGETING
Evaluate the value of each segment
Decide whether to target some of these segments
- POSITIONING
+ Take a place in the mind of the segment
+ Define marketing mix on each target
2. Definition of the Segmentation
3. The families of segmentation criteria
B – Segmentation by expected benefits
C- Behavioral segmentation
D – Psychographic segmentation
V. Reading and resources for the module
- Market Segmentation: How to Do It and – 4th edition, by Mcdonald Malco. Edition: 4th, Copyright: 2012. Publisher: MISC PUBS. Published: 2012
- Segmentation and Positioning for Strategies Market – 96 edition, by Meyers. Edition: 96. Copyright: 1996. Publisher: American Marketing Association
V.I. References
1. ClerfeuillePoubanne2003-Article-Differences In The Contributions.pdf
2. https://www.slideshare.net/KazIwasa/cosmeticslandscape-brand-mappingin-japan
3.https://www.slideshare.net/arjunchoudhry/himalaya-herbal-toothpaste-group4
4. http://anxietyadventures.wordpress.com
VII. Evaluation
- Attendance: bonus
- Final-exam: 100%