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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Marketing Communications
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Audience Segmentation

DMC 561

This course is required in:

M.S. Digital Marketing Communications
M.S. Data Marketing Communications
Data Marketing Communications Specialization (M.S. IMC) and Data Marketing Communications Graduate Certificate

Top Three Course Takeaways

  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.

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.

View Full Digital Course Listing   View Full Data Course Listing

Audience Segmentation Instructors

Lada headshot
Catherine A. Lada President of Lada Consulting, LLC
cal0030@mix.wvu.edu Read More
Sahni headshot
Sukhi Sahni Senior Vice President, Head of Integrated Communications and DEI Communications at Wells Fargo
ssahni@mix.wvu.edu Read More
Stewart headshot
Neal Stewart Chief Commercial Officer at Dan-O's Seasoning
nds0011@mix.wvu.edu Read More
Teller headshot
Amy Teller Marketing Strategist and Online Instructor
amy.teller@mail.wvu.edu Read More