Description
Target audience:
- Chief Communications Officers
- Marketing and communications directors, managers, executives and staff.
What you will learn
Upon completion of this course, you will be able to understand:
- Principles of market segmentation and theSTP process.
- The characteristics and differences between market segmentation and product differentiation.
- Consumer and business-to-businessmarket segmentation.
- Different targeting strategies.
- The concept of positioning.
- How the use of perceptual maps can assist in the positioning process.
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