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The Digital Economy

Success through Market Segmentation

Hilary Collins, Adrian Thomas, Peter Sharp, and Sue Curd

Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts. Find out more 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 .

Topics Covered

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

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Reviews summary

Digital market segmentation fundamentals

According to students, this course offers a solid foundation (positive) in market segmentation within the digital economy (neutral). Many found the content to be highly relevant (positive) and practical (positive), with clear explanations (positive) that make complex ideas accessible (positive). Reviewers often highlighted the discussions on ethical issues (neutral) and the explosion of information and data (neutral) as particularly insightful and timely (positive). While it's considered a must for marketing professionals (positive) or those new to the topic, some learners with prior experience felt it could be too basic (warning) or lacked deeper, advanced strategies (warning) and more hands-on exercises (warning).

Content on ethical issues and data is particularly timely.

"I found the sections on ethical issues and data explosion particularly insightful and timely."

"The content is up-to-date and highly relevant to today's business environment. I found the discussions on customer behavior in the digital age particularly useful."

"This course clarified many aspects of digital market segmentation for me... The ethical considerations were a highlight."

Ideal for beginners and those new to digital marketing.

"A solid introduction to digital market segmentation... a very valuable course, especially for those new to the topic."

"Good for absolute beginners though... it provided a good basic overview."

"A useful course for grasping the fundamentals. It's a solid choice for those starting out, though advanced learners might find it too basic."

Provides highly relevant and clearly explained content.

"This course provided an excellent foundation in market segmentation within the digital context. The content was highly relevant and the examples really brought the concepts to life."

"Absolutely brilliant! The course effectively demystified market segmentation in the digital age... made complex ideas accessible."

"Fantastic course! The explanations are incredibly clear, making complex topics like data explosion and ethical issues very digestible."

Learners seek more hands-on activities and real-world cases.

"While it covered the essentials thoroughly, I would have liked more in-depth case studies or hands-on exercises to apply the concepts directly."

"Some parts felt a bit theoretical without enough practical 'how-to's' but overall, it expanded my knowledge."

"My main feedback would be to include more real-world examples and case studies. It's a good starting point for the subject."

May lack advanced strategies for experienced professionals.

"For someone with some marketing background, it might feel a bit slow-paced and superficial in parts. I was hoping for more advanced strategies."

"Disappointed with the lack of advanced content. This course is strictly for beginners and doesn't offer much for those with prior marketing experience."

"I felt it lacked depth in certain areas, particularly regarding advanced data analytics for segmentation... a good starting point, but don't expect to become an expert."

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Learners who complete The Digital Economy: Success through Market Segmentation will develop knowledge and skills that may be useful to these careers:

Reading list

We've selected 50 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in The Digital Economy: Success through Market Segmentation.

Marketing Management

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Provides a comprehensive overview of targeting and positioning, covering the latest trends and best practices. It is written by two of the leading experts in the field, Philip Kotler and Kevin Lane Keller.

Marketing Management, Canadian Twelfth Edition...

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Python for Data Analysis

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The third edition of the essential guide to data wrangling with pandas, NumPy, and Jupyter in Python. Updated for newer versions of the libraries, this book remains a core resource for anyone performing data analysis in Python. It widely used textbook and reference for its clear explanations and practical examples.

The Digital Economy

Topics Covered

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Reviews summary

Digital market segmentation fundamentals

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