Market Segmentation Analysis
About this Course
Conducting market segmentation analysis and committing to a long-term market segmentation strategy is a complex and challenging journey for any organisation. This course guides you through the entire process of market segmentation analysis and offers a ten-step process that makes customer segmentation efficient and organised. This course begins with the decision to conduct market segmentation analysis and continues through to the final stages of evaluating the success of the strategy and monitoring the market for possible changes. We also cover segmentation variables such as geographic segmentation, psychographic segmentation, behavioural segmentation, and demographic segmentation. In this course, we will explore how to leverage statistical concepts into the organisation's segmentation strategy, such as the hierarchical clustering and partitioning methods, exploratory data analysis, biclustering, mixture models, and regression models. The concepts and skills you will gain in this course are relevant in a wide range of contexts in both the for- and not-for-profit sectors. This course enables you to conduct customer segmentation analysis. You can replicate the calculations and visualisations demonstrated in the customer segmentation modelsby downloading the data and the R code. R is a free open-source statistical computing environment, and is widely acknowledged as the universal language of computational statistics. This course is based on and taught by the authors of the book Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful. You will have full access to this valuable resource when you enrol in this course.Created by: The University of Queensland
Level: Intermediate
Related Online Courses
Innovation matters to everyone, including managers in small or large organizations, start-up entrepreneurs, those in government roles, or teachers. This course looks at how individuals and... more
Creating prototypes puts a proposed solution into action. In this course, you will learn the value of prototypes and user testing as critical components of the design thinking process. You will... more
Making decisions in today's world, a world increasing in complexity, with broad changes and uncertainty, creates the need of approaches that allow us to discern the real problems and the causes... more
To harvest the enormous potential of ground-breaking research in the field of biotechnology, large amounts of financing are needed. From the first lab results to a commercially viable product many... more
Este curso estará compuesto por cuatro semanas, en cada una el alumno tendrá la posibilidad de analizar diferentes perspectivas sobre la razón de ser de los negocios y cómo innovan en su manera de ... more