Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan. In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills. The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract.
2.8 Segmentation models
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您将学习的技能
Market Segmentation, Marketing Process, Positioning (Marketing), Value Proposition
审阅
SM
Aug 25, 2017
a real valuable source of learning positioning and really talented and well educated instructors , my only concern is that Citroen case study that there was no eng subs at all
MM
Jul 08, 2016
If you want to have a clear map about marketing proccess especially marketing strategy, this MOOC is a must-have course.
从本节课中
Segmentation
In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segmentation.
教学方
Ignacio Gafo
Professor
