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Audience Research and Segmentation

Audience Segmentation (DMC 661) is an analytical exploration of how data can be used to break down mass markets into specific, reachable target markets and how that can impact addressable advertising initiatives. Potential customers demand to be seen as more than simply a face in the crowd, but reaching specific target markets can be an increasingly difficult process. Whether an organization can achieve its’ goals can hinge on how effectively it can target receptive clients in an overcrowded market. Students will closely examine what demographic data and other key indicators are essential to developing successful campaigns. Students will focus on what data best serves as lines of demarcation in the development of unique market segments to support specific marketing communications goals.

DMC 661 Audience Research and Segmentation Course Details

Course Learning Outcomes

Upon successful completion of DMC 661, students will be able to:

  • Explain the different types of primary and secondary data available to marketers from response data, to compiled and crowdsourced data.
  • Identify which data is most effective for different target market uses.
  • Compare B2B and B2C data requirements and available data modules for targeting, segmentation, data append and Account Based Marketing.
  • Investigate the importance of hierarchical data in B2B decision making.
  • Compare customer analysis, profiling, and targeting in the understanding of customer audiences.
  • Develop target audience plans based on an understanding of customer analysis, profiling and modeling.

Course Topics

  • Introduction to Customer-Centric Marketing
  • Segmentation Schemes and Strategies
  • Primary vs. Secondary Segmentation Data
  • Customer Profitability and Lifetime Value
  • Targeting and Positioning
  • Segmentation Strategies
  • B2B vs. B2C Segmentations
  • Wrap-up

Top 3 Takeaways from the Course

  1. What is audience segmentation and ways to segment.
  2. How to create a persona of your target market.
  3. How to target the right person, at the right time, in the right place.

Instructor Insights

Professor Teller's Passion for Audience Segmentation

How to be successful in DMC 661

Thinking about registering for DMC 661?

Course Intensity and Workload

Intensity Level 4 out of 5

The course is project base, building a content marketing plan for a client, with a 4 out of 5 workload ranking, estimating 15-20 hours per course per week.

View the Full Interview with Professor Teller


Jennifer Wehr Holt
Profile: Holt
Amy Teller
Profile: Teller