Marketing Segmentation

         Marketing Segmentation

COURSE SYLLABUS :  Marketing Segmentation

I. Module Information:

Program Title:                     Postgraduate – Marketing Studies and Actions

Module Title:                      Marketing Segmentation

Credit number:                

       Lecture:                           12  hours

       Pre-requisite(s):         None

Other requirements:         None

II. Lecturer Information:

III. Main aim(s) of the module

At the end of this module, students will be able to:

• Positioning brings competitive advantages
• Basis of communication
• Declination on all media
• Build a positioning map
•  

IV. Module’s description

This course provides:

A. Introduction

1. Place of the Segmentation in Marketing

– SEGMENTATION

+ Define the segmentation criteria

+ Split the market into homogeneous groups

– TARGETING

         Evaluate the value of each segment

Decide whether to target some of these segments

• POSITIONING

+ Take a place in the mind of the segment

+ Define marketing mix on each target

2. Definition of the Segmentation

3. The families of segmentation criteria

B – Segmentation by expected benefits

C- Behavioral segmentation

D – Psychographic segmentation

V. Reading and resources for the module

Lecture notes of lecturer

1. Market Segmentation: How to Do It and – 4th edition, by Mcdonald Malco. Edition: 4th, Copyright: 2012. Publisher: MISC PUBS. Published: 2012
2. Segmentation and Positioning for Strategies Market – 96 edition, by Meyers. Edition: 96. Copyright: 1996. Publisher: American Marketing Association

V.I.  References

1. ClerfeuillePoubanne2003-Article-Differences In The Contributions.pdf

2. https://www.slideshare.net/KazIwasa/cosmeticslandscape-brand-mappingin-japan

3.https://www.slideshare.net/arjunchoudhry/himalaya-herbal-toothpaste-group4

4. http://anxietyadventures.wordpress.com

VII. Evaluation

• Attendance: bonus
• Final-exam: 100%