Audience Segmentation | Marketing Communications

Top Three Course Takeaways

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

Course Topics

Introduction to Segmentation, Customer-Centricity and Product-Centricity
Segmentation Schemes and Strategies
Primary vs. Secondary Data
Customer Profitability and Lifetime Value
Targeting and Positioning
B2B vs. B2C Segmentations
Segmentation Strategies and Planning

WORKLOAD: (8-10 hours per week)

This course examines how data can be used to break down mass markets into specific, reachable target markets. Students explore demographic data and other key indicators that can inform successful campaigns, and which data best serve the development of unique market segments to support specific marketing communication goals.

Course Learning Outcomes:

Explain the different types of data available to marketing communicators from response data, to compiled and crowd-sourced data.
Identify which data is most effective for different target market uses.
Compare B2B and B2C data usage, and available data modules for targeting, segmentation, data append and account-based marketing communication.
Investigate the importance of hierarchical data in B2B decision making.
Develop a consumer target profile and plan based on an understanding of customer analysis, profiling, and modeling.

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Audience Segmentation Instructors

Directory
Olesya Govorun Global Marketing Executive, CPG and Pharma	odg00005@mix.wvu.edu	Read More: Govorun
Neal Stewart Chief Commercial Officer at Dan-O's Seasoning	nds0011@mix.wvu.edu	Read More: Stewart
Amy Teller Marketing Strategist and Online Instructor	aat0009@mix.wvu.edu	Read More: Teller