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
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.
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
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.
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.