1. Introduction to market segmentation

2. Why use market segmentation

3. Benefits of market segmentation

4. Considerations of market segmentation

• Accessible
• Measurable
• Substantial
• Viable

5. How to segment your market

• Geographical
• Demographic
• Psychographic
• Behavioural

6. How to understand the customers

• Identifying and profiling the customer base for each segment or sub-segment
• Identifying current & future customer needs for each segment or sub-segment

7. Design of marketing mix on market segments

• 4Ps of marketing – Product/service, place, price and promotion

This course takes a deeper look at market segmentation, and identifies how you can use it to promote and market your products or services more effectively.

The course is ideal for management staff and marketers.

Upon completion of the course, participants would be able to:

• Understand their market segment
• Understand their customers’ needs
• Strategise an appropriate and successful marketing mix