Mastering Segmenting Targeting Positioning with Comprehensive Self Assessment Tools
This comprehensive course is designed to equip participants with the knowledge and skills necessary to master the art of Segmenting, Targeting, and Positioning (STP) in marketing. Upon completion, participants will receive a certificate issued by The Art of Service, recognizing their expertise in STP.Course Overview This interactive and engaging course is structured into 8 modules, covering over 80 topics. The curriculum is carefully crafted to provide a comprehensive understanding of STP, with a focus on practical, real-world applications.
Course Outline Module 1: Introduction to Segmenting, Targeting, and Positioning
- Understanding the importance of STP in marketing
- Defining STP and its role in marketing strategy
- Overview of the STP process
- Key concepts and terminology
Module 2: Market Segmentation
- Types of market segmentation (demographic, geographic, psychographic, etc.)
- Segmentation criteria and variables
- Segmentation techniques (cluster analysis, factor analysis, etc.)
- Evaluating and selecting target segments
- Case studies: successful market segmentation strategies
Module 3: Targeting Strategies
- Understanding target market selection
- Evaluating target market attractiveness
- Targeting strategies (undifferentiated, differentiated, concentrated)
- Assessing target market potential
- Developing a targeting plan
Module 4: Positioning Strategies
- Understanding positioning and its importance
- Types of positioning strategies (attribute, benefit, etc.)
- Positioning techniques (perceptual mapping, etc.)
- Developing a positioning statement
- Case studies: successful positioning strategies
Module 5: STP in the Digital Age
- The impact of digital marketing on STP
- Using data and analytics for STP
- Digital segmentation and targeting techniques
- Positioning in the digital landscape
- Best practices for STP in digital marketing
Module 6: STP in Practice
- Applying STP in real-world marketing scenarios
- Case studies: STP in various industries
- Group exercises: developing STP strategies
- Presenting STP plans
- Receiving feedback and revising STP plans
Module 7: Measuring and Evaluating STP Success
- Key performance indicators (KPIs) for STP
- Measuring segmentation effectiveness
- Evaluating targeting and positioning success
- Using data to refine STP strategies
- Best practices for STP evaluation and improvement
Module 8: Advanced STP Topics
- Advanced segmentation techniques (e.g., micro-segmentation)
- Targeting and positioning in B2B markets
- STP in international markets
- Emerging trends and technologies in STP
- Future-proofing STP strategies
Course Features This course is designed to be: - Interactive: engaging exercises and group work
- Comprehensive: covering over 80 topics in 8 modules
- Personalized: opportunities for feedback and revision
- Up-to-date: incorporating the latest trends and technologies
- Practical: focusing on real-world applications
- High-quality content: expert instructors and comprehensive materials
- Flexible learning: accessible on various devices
- User-friendly: easy to navigate and use
- Mobile-accessible: learn on-the-go
- Community-driven: discussion forums and group work
- Actionable insights: practical takeaways and applications
- Hands-on projects: developing STP strategies and plans
- Bite-sized lessons: manageable chunks of content
- Lifetime access: revisit course materials as needed
- Gamification: engaging and interactive elements
- Progress tracking: monitoring your progress and achievements
Certification Upon completing the course, participants will receive a certificate issued by The Art of Service, recognizing their expertise in STP.,
Module 1: Introduction to Segmenting, Targeting, and Positioning
- Understanding the importance of STP in marketing
- Defining STP and its role in marketing strategy
- Overview of the STP process
- Key concepts and terminology
Module 2: Market Segmentation
- Types of market segmentation (demographic, geographic, psychographic, etc.)
- Segmentation criteria and variables
- Segmentation techniques (cluster analysis, factor analysis, etc.)
- Evaluating and selecting target segments
- Case studies: successful market segmentation strategies
Module 3: Targeting Strategies
- Understanding target market selection
- Evaluating target market attractiveness
- Targeting strategies (undifferentiated, differentiated, concentrated)
- Assessing target market potential
- Developing a targeting plan
Module 4: Positioning Strategies
- Understanding positioning and its importance
- Types of positioning strategies (attribute, benefit, etc.)
- Positioning techniques (perceptual mapping, etc.)
- Developing a positioning statement
- Case studies: successful positioning strategies
Module 5: STP in the Digital Age
- The impact of digital marketing on STP
- Using data and analytics for STP
- Digital segmentation and targeting techniques
- Positioning in the digital landscape
- Best practices for STP in digital marketing
Module 6: STP in Practice
- Applying STP in real-world marketing scenarios
- Case studies: STP in various industries
- Group exercises: developing STP strategies
- Presenting STP plans
- Receiving feedback and revising STP plans
Module 7: Measuring and Evaluating STP Success
- Key performance indicators (KPIs) for STP
- Measuring segmentation effectiveness
- Evaluating targeting and positioning success
- Using data to refine STP strategies
- Best practices for STP evaluation and improvement
Module 8: Advanced STP Topics
- Advanced segmentation techniques (e.g., micro-segmentation)
- Targeting and positioning in B2B markets
- STP in international markets
- Emerging trends and technologies in STP
- Future-proofing STP strategies