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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 .

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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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Argues that the digital economy is creating a new era of economic growth and opportunity. It provides a vision for how we can use digital technologies to create a more just and equitable world.
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Explores the impact of the attention economy on the economy and society. It provides a framework for understanding how to capture and keep attention in a world where there is constantly more information and content available.
Provides a comprehensive overview of business fundamentals. It great resource for anyone who wants to learn about business.
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Provides a step-by-step guide to conducting market segmentation analysis. It covers everything from identifying segmentation variables to developing and implementing segmentation strategies. It valuable resource for marketers who want to learn more about how to segment their markets and target their marketing campaigns more effectively.
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Provides an in-depth look at advanced market segmentation techniques. It covers everything from the latest research on segmentation to the latest trends in segmentation software. It valuable resource for marketers who want to learn more about how to segment their markets and target their marketing campaigns more effectively.
Provides a comprehensive overview of market segmentation and positioning. It covers everything from the basics of market segmentation to the latest trends in positioning. It great resource for marketers who want to learn more about how to segment their markets and target their marketing campaigns more effectively.
Provides a comprehensive overview of targeting and segmentation strategies in marketing. It covers everything from the basics of market segmentation to the latest trends in targeting. It great resource for marketers who want to learn more about how to segment their markets and target their marketing campaigns more effectively.
Provides a practical guide to customer segmentation and clustering using R. It covers everything from the basics of data analysis to the latest techniques in customer segmentation. It valuable resource for marketers who want to learn more about how to use R to segment their markets and target their marketing campaigns more effectively.
Provides a comprehensive overview of the digital economy, covering topics such as the impact of digital technologies on productivity, innovation, and economic growth. It is an essential read for anyone who wants to understand the future of the economy.

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