Market Segment Analysis and Marketing Strategy Development
Timeline
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February 14, 2025Experience start
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March 8, 2025Mid check point
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March 26, 2025Customer Profile
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April 2, 2025Messaging Strategy Brief
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April 9, 2025Persona Mapping
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April 16, 2025Marketing Mix Strategy
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May 11, 2025Experience end
Timeline
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February 14, 2025Experience start
-
March 8, 2025Mid check point
-
March 26, 2025Customer Profile
At the beginning of this section, briefly identify your target market and offer a rationale or justification for selecting it. For help in identifying and classifying target markets, refer to Chapter 1 for examples of segmentation dimensions. In your discussion, describe the segmentation variables used.
Once you have selected a market segment, your customer profile should, AT A MINIMUM, include an explanation of the following characteristics:
- Size (i.e. How large is the market and what is its growth potential?)
- Relevant demographic variables (i.e. age, income, etc.)
- Lifestyle Characteristics (i.e. What are their values, motivations, attitudes, activities, interests, etc.?)
- Communication/media behavior (i.e. What do they listen to, watch, and read? How do they communicate with one another and with the company? What are their preferred technologies— i.e. email, twitter, facebook, texting? What types of behaviors do they engage in online?)
- Purchasing behavior (i.e. Are consumers in your market brand loyal? Where do they shop for this type of product—specific retail outlets? online?)
- Relevant cultural influences and industry trends (This section requires you to consider how cultural contexts shape consumer behavior. What cultural trends are relevant to your market? You may also wish to include industry trends related to the product/service you've selected that may impact the behavior of your market.)
- Product/Service usage (How often do they buy this product? What benefits are they seeking? How do they use this product/service?)
Information outlined in the profile must be based on research obtained from relevant and high-quality secondary data sources, as well as insights generated from AI-powered market research tools. Please remember to cite your sources in the body of the paper! The purpose of this section is to build an argument for the attractiveness of this market segment and offer information that will be useful in reaching this market and developing a relevant marketing message.
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April 2, 2025Messaging Strategy Brief
After developing your customer profile, explain how you will use this research to develop a positioning statement for your product/service. In other words, what image will you attach to your product/service, based on what you know about your target market from the research in your customer profile?
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April 9, 2025Persona Mapping
Use your customer profile and marketing message to create at least one buyer persona.
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April 16, 2025Marketing Mix Strategy
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April 23, 2025Final Presentation
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May 11, 2025Experience end
Experience scope
Categories
Market research Marketing strategy Product managementSkills
marketing strategies marketing research strategic marketing segmentation analysis marketing preparing executive summaries economics market segment analysis consumer behaviour marketing mixThis experience is designed to bridge the gap between academic understanding and practical application of consumer behavior theories in marketing. Learners will leverage insights from psychology, sociology, anthropology, and economics to conduct comprehensive consumer research. They will analyze data to identify consumer attitudes and preferences, and develop strategic marketing recommendations. This hands-on approach equips learners with the skills to translate theoretical knowledge into actionable marketing strategies that can be applied to real-world business scenarios.
Learners
- Comprehensive consumer research: Segmentation analysis presentation
- Data analysis: Customer profile presentation
- Marketing message analysis: Marketing mix recommendations
- Consumer strategy development: Persona presentation
- PLUS Psychological ownership presentation
- Executive summary for client presentation
Project timeline
-
February 14, 2025Experience start
-
March 8, 2025Mid check point
-
March 26, 2025Customer Profile
-
April 2, 2025Messaging Strategy Brief
-
April 9, 2025Persona Mapping
-
April 16, 2025Marketing Mix Strategy
-
May 11, 2025Experience end
Timeline
-
February 14, 2025Experience start
-
March 8, 2025Mid check point
-
March 26, 2025Customer Profile
At the beginning of this section, briefly identify your target market and offer a rationale or justification for selecting it. For help in identifying and classifying target markets, refer to Chapter 1 for examples of segmentation dimensions. In your discussion, describe the segmentation variables used.
Once you have selected a market segment, your customer profile should, AT A MINIMUM, include an explanation of the following characteristics:
- Size (i.e. How large is the market and what is its growth potential?)
- Relevant demographic variables (i.e. age, income, etc.)
- Lifestyle Characteristics (i.e. What are their values, motivations, attitudes, activities, interests, etc.?)
- Communication/media behavior (i.e. What do they listen to, watch, and read? How do they communicate with one another and with the company? What are their preferred technologies— i.e. email, twitter, facebook, texting? What types of behaviors do they engage in online?)
- Purchasing behavior (i.e. Are consumers in your market brand loyal? Where do they shop for this type of product—specific retail outlets? online?)
- Relevant cultural influences and industry trends (This section requires you to consider how cultural contexts shape consumer behavior. What cultural trends are relevant to your market? You may also wish to include industry trends related to the product/service you've selected that may impact the behavior of your market.)
- Product/Service usage (How often do they buy this product? What benefits are they seeking? How do they use this product/service?)
Information outlined in the profile must be based on research obtained from relevant and high-quality secondary data sources, as well as insights generated from AI-powered market research tools. Please remember to cite your sources in the body of the paper! The purpose of this section is to build an argument for the attractiveness of this market segment and offer information that will be useful in reaching this market and developing a relevant marketing message.
-
April 2, 2025Messaging Strategy Brief
After developing your customer profile, explain how you will use this research to develop a positioning statement for your product/service. In other words, what image will you attach to your product/service, based on what you know about your target market from the research in your customer profile?
-
April 9, 2025Persona Mapping
Use your customer profile and marketing message to create at least one buyer persona.
-
April 16, 2025Marketing Mix Strategy
-
April 23, 2025Final Presentation
-
May 11, 2025Experience end
Project Examples
Requirements
- Develop a consumer segmentation strategy for a product or service
- Analyze consumer behavior trends to inform a seasonal marketing campaign
- Create a targeted marketing strategy for a niche market segment
- Evaluate the effectiveness of a recent marketing campaign through consumer feedback
- Identify emerging consumer preferences in a specific industry
- Develop a strategy to enhance brand loyalty among existing customers
- Analyze competitor consumer engagement strategies and propose improvements
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Timeline
-
February 14, 2025Experience start
-
March 8, 2025Mid check point
-
March 26, 2025Customer Profile
-
April 2, 2025Messaging Strategy Brief
-
April 9, 2025Persona Mapping
-
April 16, 2025Marketing Mix Strategy
-
May 11, 2025Experience end
Timeline
-
February 14, 2025Experience start
-
March 8, 2025Mid check point
-
March 26, 2025Customer Profile
At the beginning of this section, briefly identify your target market and offer a rationale or justification for selecting it. For help in identifying and classifying target markets, refer to Chapter 1 for examples of segmentation dimensions. In your discussion, describe the segmentation variables used.
Once you have selected a market segment, your customer profile should, AT A MINIMUM, include an explanation of the following characteristics:
- Size (i.e. How large is the market and what is its growth potential?)
- Relevant demographic variables (i.e. age, income, etc.)
- Lifestyle Characteristics (i.e. What are their values, motivations, attitudes, activities, interests, etc.?)
- Communication/media behavior (i.e. What do they listen to, watch, and read? How do they communicate with one another and with the company? What are their preferred technologies— i.e. email, twitter, facebook, texting? What types of behaviors do they engage in online?)
- Purchasing behavior (i.e. Are consumers in your market brand loyal? Where do they shop for this type of product—specific retail outlets? online?)
- Relevant cultural influences and industry trends (This section requires you to consider how cultural contexts shape consumer behavior. What cultural trends are relevant to your market? You may also wish to include industry trends related to the product/service you've selected that may impact the behavior of your market.)
- Product/Service usage (How often do they buy this product? What benefits are they seeking? How do they use this product/service?)
Information outlined in the profile must be based on research obtained from relevant and high-quality secondary data sources, as well as insights generated from AI-powered market research tools. Please remember to cite your sources in the body of the paper! The purpose of this section is to build an argument for the attractiveness of this market segment and offer information that will be useful in reaching this market and developing a relevant marketing message.
-
April 2, 2025Messaging Strategy Brief
After developing your customer profile, explain how you will use this research to develop a positioning statement for your product/service. In other words, what image will you attach to your product/service, based on what you know about your target market from the research in your customer profile?
-
April 9, 2025Persona Mapping
Use your customer profile and marketing message to create at least one buyer persona.
-
April 16, 2025Marketing Mix Strategy
-
April 23, 2025Final Presentation
-
May 11, 2025Experience end