数字经济:通过细分市场取得成功

The Digital Economy: Success through Market Segmentation

Explore how and why market segmentation can be used to improve customer satisfaction and business performance.

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英国开放大学
FutureLearn
  • 完成时间大约为 4
  • 初级
  • 英语
注:本课程由FutureLearn和Linkshare共同提供,因开课平台的各种因素变化,以上开课日期仅供参考

你将学到什么

Identify and understand the impact of the digital economy on why and how market segmentation is used by organisations

Summarise and link segmentation strategy to an organisation’s overall strategic direction, recognising the impact of the digital economy

Produce and use market segmentation to improve your organisation’s performance in the digital world

Demonstrate sensitivity to ethical issues arising from market segmentation in the digital economy

课程概况

Marketing is all about putting the customer at the centre of the business. But what exactly does that mean today? And what challenges do marketers face in satisfying ever more demanding customers in the digital age?

In this online course, you will look at how marketers can gain a competitive advantage, by using the vast amount of customer data available, to segment, target and personalise products for their customers.

The course provides an in-depth grounding in market segmentation as a process, revealing how you can adapt it to improve the performance of all businesses.

课程大纲

What the digital economy means for the function of marketing

What market segmentation is and why market segmentation matters

The link between business strategy and marketing

The process of segmentation, targeting and positioning

Ethical issues in market segmentation

The explosion of information and data in the digital age

面向人群

This course is intended for learners wanting to know about how the digital era is affecting market segmentation strategies of organisations, their customers and stakeholders. You do not require any previous knowledge or experience of marketing to study this course but you could benefit from having some knowledge of business in general.

Find further information about OU registration, the assessment module and MBA in the entry requirements.

IMPORTANT!
If you are aiming to use your study of courses in the Digital Economy program to obtain academic credit, please be aware that the final planned presentation of the Open University Assessment Course BXM871 Managing in the Digital Economy starts July 2020. Please ensure that you allow yourself enough time to obtain all four Certificates of Achievement from courses in the program before registering for the Assessment Course. Details of runs of the relevant FutureLearn courses in 2019 and 2020 are available here.

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