The distance learning Marketing Segmentation (Byte Size) course is the perfect home study course to ensure that you succeed in this exciting field. Our uniquely flexible Marketing Segmentation (Byte Size) home learning course has no time limits. You can start your home learning course whenever you like and there are no deadlines to meet, so you can adapt your distance education course to meet your needs, all from the comfort of your own home.
Once you have registered on the distance education Marketing Segmentation (Byte Size) course you will be assigned a personal tutor who specialises in their field of study. Your dedicated personal tutor is always on hand to answer any query you may have, no matter how big or small, and you will also have access to a dedicated course advisor who offers guidance and advice.
It was Henry Ford who was described as both the world's best and the world's worst marketer. The design development and launch of the black Ford Model T was classic marketing. Henry Ford identified a need for an automobile that, whilst a luxury, should be affordable. The development of mass-production techniques to produce the car was a planned strategy to enable the Model T to be marketed at an affordable price for the mass market. Ford became the dominant car producer in a matter of years, in an apparently unassailable market position.
Whilst Henry Ford's entrepreneurial vision should be applauded, his subsequent product strategy misfired! Consumers could own a Ford T as long as they wanted it in black in the only available model. Whilst undoubtedly a quality car, the Model T did not meet all the needs of the market. Chevrolet recognised this opportunity and developed a product range that offered the consumer choice and the opportunity to upgrade the model. The identification of unmet market needs enabled Chevrolet to penetrate into and subsequently dominate the American automobile market. Chevrolet succeeded where Ford failed by analysing and segmenting its market and developing products that more closely met individual consumer needs.
The case history of the Model T offers us the opportunity to understand the importance of meeting consumer needs. More importantly, it introduces you to some of the marketing terminology that will be introduced in this course.
After participating in this course, you should be able to:
identify the benefits to the marketer of segmenting the market
identify the consumer demand category represented by a specific market
select the most appropriate method of market segmentation in a specific case
analyse the market segmentation strategy adopted by a specific organisation
draft a market segmentation plan for a specific product
identify market segments in an industrial context
assess the attractiveness to the marketer of a specific market segment
identify the targeting strategy being used by a specific marketer
identify ways in which products have been
differentiated and positioned in the minds of target customers
Course Syllabus
Introduction
Objectives
Section 1: Identifying Customer Needs
Why is market segmentation necessary?
The process of market segmentation
Section 2: Consumer Market Segmentation
Demographics
Socio-economic grade
Psychographics
Benefits sought
Geodemographics
Section 3: Industrial Market Segmentation
The differences between consumer and industrial markets
Segmentation criteria
Models of industrial market segmentation
Section 4: Targeting
Evaluating segments
Selecting target markets
Relationship between market segment and company objectives
Marketing Segmentation (Byte Size) Certificate issued by Stonebridge Associated Colleges, entitling you to use the letters SAC Cert after your name.
Study Options
In order to offer our students the most convenient and flexible distance learning courses, Stonebridge Associated College offers you the option to study for your course via two methods:
1. Via the traditional paper-based method.
2. Through the online method via ElearnUK.
When you study through ElearnUK you can quickly access your course material online and submit all of your question papers to your tutor online, using your unique student account. You have access to all of your course material immediately, and when you submit question papers, your tutor sends you an email containing your results and feedback.
Fees
Cash Price
Deposit
Installments
No of Payments
£60.00
£0.00
£0.00
0
The total amount payable over the term's period, is
no more than the total cash price of the course. (APR
= 0%). Written quotations are available on request.
Tutor Support
With this course you will have unlimited access to your own personal tutor who specialises in their field of study. It is your personal tutor's role to ensure that you receive constructive feedback and to deal with any queries you may have. You are more than welcome to telephone, fax or email your personal tutor.
You will also have access to a dedicated and friendly
team of administrators and course advisors who offer
sound and professional guidance and advice when you
need it. This ensures that you will never feel
neglected and that you will always succeed!
Requirements for Entry
There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.
Study Hours
This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.
The approximate amount of time required to complete
the course is: 20 hrs.
Additional Information
Assessment Method
After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.
