Executive Development Programme in Segmentation and Marketing Leadership
-- ViewingNowThe Executive Development Programme in Segmentation and Marketing Leadership is a certificate course designed to empower professionals with advanced marketing skills. This programme emphasizes the importance of customer segmentation, helping learners to effectively target specific consumer groups, thereby maximizing marketing efforts and revenue.
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• Market Segmentation: Understanding the market and dividing it into segments based on various factors such as demographics, geographics, psychographics, and behavior. This unit will cover the different approaches to market segmentation and how to choose the right approach for a business.
• Targeting and Positioning: Once the market has been segmented, this unit will focus on identifying the most profitable segments and developing strategies to target and position products or services effectively within those segments. This will include an examination of various targeting strategies, such as differentiated, concentrated, and undifferentiated marketing, as well as positioning maps and perceptual mapping.
• Customer Value Analysis: This unit will explore how to identify and measure the value that customers bring to a business, and how to use this information to inform marketing strategy. This will include an examination of various metrics, such as customer lifetime value, customer equity, and customer profitability, as well as techniques for segmenting customers based on their value.
• Marketing Metrics and Analytics: This unit will cover the various metrics and analytics that are used to measure the effectiveness of marketing strategies and campaigns. This will include an examination of key performance indicators (KPIs) such as conversion rates, click-through rates, and return on investment (ROI), as well as techniques for analyzing and interpreting marketing data.
• Brand Management: This unit will explore the importance of building and managing strong brands, and the role that marketing plays in this process. This will include an examination of various branding strategies, such as brand positioning, brand identity, and brand equity, as well as techniques for measuring and monitoring brand performance.
• Integrated Marketing Communications: This unit will focus on the importance of developing integrated marketing communication strategies that effectively reach and engage target audiences. This will include an examination of various communication channels, such as advertising, public relations, sales promotion, and direct marketing, as well as techniques for coordinating and integrating these channels to maximize impact.
• Digital Marketing: This unit will cover the
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