In this 16 part Marketing and Evaluation course you will gain a firm understanding the core principles of market segmentation, how to determine if a market is an genuine opportunity for your new or existing products and services, the essentials of marketing strategy development, and the tools you will need to understand and evaluate the effectiveness of your marketing strategy.
Like all of our courses, this is broken down into manageable chunks so that you can concentrate on one important topic at a time. Each lesson ends with a quiz to test your knowledge before you move onto the the next step on your journey.
Below is the full list of lessons offered in this course. We encourage you to start at the top and work your way down but you have the freedom to jump in and out if you are already familiar with come of the concepts.
Defining market segments can help you understand the difference between them and customer classifications. We will also discuss characteristics, motivations and behaviours, and how they will help you understand your potential target customers.
When you cluster customers with similar characteristics it can make it easier for you to understand what, where and when to target.
Real, Distinctive, Viable and Measurable Segments
Deciding which market segments should your pursue by determining if they are real, distinctive viable and measurable.
Profitability and Stability of Market Segments
How to evaluate the potential profitability and stability of your market segments by using this effective check list
Products that appeal to different market segments
Looking at how a range of products might appeal to different market segments.
Motivators and Inhibitors
Motivators and inhibitors that might influence customer behaviour.
Customer Relationship Management
The use of Customer Relationship Management, or CRM, within a business.
Behavioural and Cultural Factors
How behavioural and cultural factors can affect how and where a customer chooses to make their purchase.
Opportunities and Threats in New Markets
How to identify opportunities and threats in new or existing markets.
Marketing Strategy Topics
The topics you need to consider when creating a marketing strategy.
Using market analysis, evaluating risks and understanding forecasts
How to use market analysis to aid the development of a marketing strategy.
Presenting your Marketing Strategy
Topics to consider when creating your Marketing Strategy document.
Using market analysis to develop strategy, evaluate risks and forecasting sales
Feeding real-time, relevant information gathered from your market analysis into the process of developing a marketing strategy.
How to present a marketing strategy
Tips on how to present a marketing strategy to help you be clear about the purpose and scope of what it hopes to achieve.
The significance of customer loyalty
Understanding the fundamental importance of customer loyalty to the achievement of marketing objectives and a strategy.
Measuring returns on investment
In this final lesson we will talk about how to set performance indicators and evaluation arrangements that are capable of measuring returns on investment.