Segmentation, Targeting and Positioning in Strategic Marketing CQUniversity Australia

Overview

The use of the segmentation, targeting and positioning (STP) model represents a shift away from the traditional marketing model that focused on product differentiation to a deeper awareness of the consumptive behaviour of consumers. This Segmentation, Targeting and Positioning in Strategic Marketing course offered by CQUniversity Australia will explore this subject.

Market segmentation involves identifying the various potential target audiences for a company's product or brand. There are many ways to segment a market including segmentation according to age, gender, purchasing habits or hobbies. Market targeting involves directing and crafting a company's product or brand to a particular audience. Product positioning involves the distribution and promotion of the product to the chosen segment.

Learning Outcomes

• Discuss how market segmentation involves identifying the various potential target audiences for a company's product or brand

• Outline how product positioning involves the distribution and promotion of the product to the chosen segment.

Career Opportunities

• Undertaking this micro-credential enables students to meet their Continuing Professional Development obligations and industry update requirements in their profession. 

• Upon successful completion of the micro-credential, students will be awarded Continuing Professional Development (CPD) hours, a non-creditable micro-credential (Digital Badge) and a Certificate of Completion.