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Jagdish Sheth
This course is all about how to segment the market to take advantage of market heterogeneity. The course will review different bases for market segmentation including demographics, psychographics, and lifestyles. We will also review segmentation by product and price.
Register for this course and see more details by visiting:
OpenCourser.com/course/r9fp85/segmenting
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What's inside
Syllabus
Introduction to Segmenting the Market
This lecture focuses on how companies use segmentation to grow revenues, to reduce costs, to add value to their products and not as a tool to compete. It then explains in detail the basis for segmentation and the three methodologies for segmenting the market namely demographics, psychographics, and buy-o-graphics.
Read more
Syllabus
Introduction to Segmenting the Market
This lecture focuses on how companies use segmentation to grow revenues, to reduce costs, to add value to their products and not as a tool to compete. It then explains in detail the basis for segmentation and the three methodologies for segmenting the market namely demographics, psychographics, and buy-o-graphics.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Taught by Jagdish Sheth, who is recognized for their work in market segmentation
Explores market segmentation, commonly used by industry professionals for business growth, cost reduction, and value creation
Covers three methodologies for segmenting the market: demographics, psychographics, and buy-o-graphics
Reviews segmentation by product and price, providing a more comprehensive look at the topic
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Create your own learning path.
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Reviews summary
Strategic market segmentation insights
According to students, this course provides a comprehensive and highly insightful guide to market segmentation. Learners consistently praise Professor Jagdish Sheth's expertise and clear explanations, which make complex topics like psychographics and buy-o-graphics understandable. The course offers practical strategies for differentiation and positioning that are immediately applicable. While some reviewers noted the lectures can be fast-paced, the overall consensus is that it delivers actionable insights for business growth and competitive advantage, serving as a strong foundation for marketing and business professionals.
Some found the pace fast; ideal for those seeking an overview.
"The lectures moved quite quickly, so I had to rewatch some sections to fully grasp the details."
"While comprehensive, I wished for a bit more in-depth exploration of certain advanced topics."
"It's excellent for a high-level strategic view, but might be too fast for absolute beginners."
Offers a solid and comprehensive overview of market segmentation.
"It lays a strong foundation in market segmentation, covering key aspects like psychographics and demographics."
"I felt the course provided a thorough understanding of the different bases for segmenting a market."
"It's a great introduction to the core principles of segmentation, differentiation, and positioning."
Provides practical strategies directly applicable to market challenges.
"The course gave me actionable tools and strategies that I could immediately apply to my company's marketing efforts."
"I found the differentiation strategies particularly useful for developing competitive advantages in my role."
"The concepts of positioning were very practical for rethinking our brand message."
Learn from a renowned expert with clear and engaging explanations.
"Professor Sheth's lectures are incredibly insightful and his grasp of the subject is truly remarkable."
"I really appreciated how Professor Sheth broke down complex concepts into easy-to-understand segments."
"His real-world examples made the theory come alive, which was very helpful for my learning."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Segmenting the Market with Jagdish Sheth with these
activities:
Review Course Materials
Show steps
Refreshes students' memories of key concepts from the course by reviewing course materials.
Browse courses on
Market Segmentation
Show steps
-
Review the course syllabus and lecture notes.
-
Complete the assigned readings and homework.
Intro to Market Segmentation
Show steps
Refreshes students' memories on types of segmentation bases to prepare them to better dive into the details of segmentation.
Browse courses on
Market Segmentation
Show steps
-
Review the basic concepts of market segmentation.
-
Practice segmentation techniques on a real-world example.
Find a Mentor
Show steps
Connects students with knowledgeable professionals to gain insights and support to bolster their understanding of segmentation.
Show steps
-
Identify individuals in the field of marketing who have expertise in segmentation.
-
Reach out to potential mentors and request their guidance.
12 other activities
Expand to see all activities and additional details
Show all 15 activities
Follow tutorials on Bollywood makeup and hair styling
Show steps
Gain practical skills in Bollywood makeup and hair styling techniques to enhance understanding of the industry's aesthetics.
Show steps
-
Browse online tutorials on Bollywood makeup and hair styling.
-
Watch a few tutorials and practice the techniques on yourself or a friend.
-
Experiment with different looks and styles inspired by Bollywood films.
Segmenting by Demographics
Show steps
Provides practice with demographic data for several case studies. It helps students master using different demographic variables.
Show steps
-
Collect demographic data from a variety of sources.
-
Analyze demographic data to identify customer segments.
Read 'The Bollywood Wars'
Show steps
Review the history and evolution of Bollywood, the world's largest film industry, to gain insights into the entertainment industry in India.
Show steps
-
Read chapters 1-5 to understand the origins and early years of Bollywood.
-
Read chapters 6-10 to learn about the rise of superstars and the changing landscape of the industry.
-
Read chapters 11-15 to explore the impact of globalization and technology on Bollywood.
Segmentation Workshop
Show steps
Provides hands-on experience with segmentation methods through participation in a practical workshop.
Show steps
-
Learn about different segmentation techniques.
-
Apply segmentation techniques to a real-world case study.
Create a digital marketing campaign for a Bollywood film
Show steps
Develop a comprehensive marketing strategy to promote a Bollywood film, leveraging various digital channels to reach target audiences.
Show steps
-
Conduct market research to identify target audience and their preferences.
-
Develop a creative concept and key messaging for the campaign.
-
Execute the campaign across multiple digital channels (e.g., social media, email, paid advertising).
-
Track and analyze campaign performance to optimize results.
Attend a Bollywood film festival or industry event
Show steps
Engage with industry professionals and gain insights into the latest trends and developments in Bollywood.
Show steps
-
Research upcoming Bollywood film festivals or industry events.
-
Purchase tickets or RSVP to attend the event.
-
Network with other attendees and industry professionals.
Psychographic Segmentation Workshop
Show steps
Provides guidance through a psychographic segmentation workshop with practical exercises to enhance understanding.
Show steps
-
Identify psychographic variables that are relevant to your products or services.
-
Use psychographic data to create customer profiles.
Design a Bollywood-themed poster for a cultural event
Show steps
Create a visually appealing and effective poster that captures the essence of Bollywood and promotes the cultural event.
Show steps
-
Gather inspiration from existing Bollywood posters and cultural event posters.
-
Sketch out a few design concepts.
-
Create a digital version of the poster using design software.
Segmentation Presentation
Show steps
Provides students with an opportunity to showcase their understanding of segmentation by developing a comprehensive presentation.
Show steps
-
Develop a segmentation plan for a specific product or service.
-
Create a presentation that outlines your segmentation plan.
Write a blog post analyzing the impact of social media on Bollywood
Show steps
Develop a critical analysis of the role of social media in shaping the Bollywood industry and its impact on audiences.
Show steps
-
Research the topic and gather data from relevant sources.
-
Develop an outline for the blog post, including an introduction, body, and conclusion.
-
Write the first draft of the blog post.
-
Revise and edit the blog post for clarity and accuracy.
Segmentation Project
Show steps
Further strengthens students' segmentation skills by carrying out an independent segmentation project.
Show steps
-
Choose an industry and identify a target market.
-
Conduct market research to gather data on the target market.
-
Segment the target market using the data you collected.
-
Develop marketing strategies for each segment.
Segmentation White Paper
Show steps
Enhances students' research and writing skills and deepens their understanding of segmentation techniques.
Show steps
-
Research the latest trends in segmentation.
-
Write a white paper that summarizes your findings.
Review Course Materials
Show steps
Refreshes students' memories of key concepts from the course by reviewing course materials.
Browse courses on
Market Segmentation
Show steps
Show steps
Show steps
- Review the course syllabus and lecture notes.
- Complete the assigned readings and homework.
Intro to Market Segmentation
Show steps
Refreshes students' memories on types of segmentation bases to prepare them to better dive into the details of segmentation.
Browse courses on
Market Segmentation
Show steps
Show steps
Show steps
- Review the basic concepts of market segmentation.
- Practice segmentation techniques on a real-world example.
Find a Mentor
Show steps
Connects students with knowledgeable professionals to gain insights and support to bolster their understanding of segmentation.
Show steps
Show steps
Show steps
- Identify individuals in the field of marketing who have expertise in segmentation.
- Reach out to potential mentors and request their guidance.
12 other activities
Expand to see all activities and additional details
Show all 15 activities
Follow tutorials on Bollywood makeup and hair styling
Show steps
Gain practical skills in Bollywood makeup and hair styling techniques to enhance understanding of the industry's aesthetics.
Show steps
Show steps
Show steps
- Browse online tutorials on Bollywood makeup and hair styling.
- Watch a few tutorials and practice the techniques on yourself or a friend.
- Experiment with different looks and styles inspired by Bollywood films.
Segmenting by Demographics
Show steps
Provides practice with demographic data for several case studies. It helps students master using different demographic variables.
Show steps
Show steps
Show steps
- Collect demographic data from a variety of sources.
- Analyze demographic data to identify customer segments.
Read 'The Bollywood Wars'
Show steps
Review the history and evolution of Bollywood, the world's largest film industry, to gain insights into the entertainment industry in India.
Show steps
Show steps
Show steps
- Read chapters 1-5 to understand the origins and early years of Bollywood.
- Read chapters 6-10 to learn about the rise of superstars and the changing landscape of the industry.
- Read chapters 11-15 to explore the impact of globalization and technology on Bollywood.
Segmentation Workshop
Show steps
Provides hands-on experience with segmentation methods through participation in a practical workshop.
Show steps
Show steps
Show steps
- Learn about different segmentation techniques.
- Apply segmentation techniques to a real-world case study.
Create a digital marketing campaign for a Bollywood film
Show steps
Develop a comprehensive marketing strategy to promote a Bollywood film, leveraging various digital channels to reach target audiences.
Show steps
Show steps
Show steps
- Conduct market research to identify target audience and their preferences.
- Develop a creative concept and key messaging for the campaign.
- Execute the campaign across multiple digital channels (e.g., social media, email, paid advertising).
- Track and analyze campaign performance to optimize results.
Attend a Bollywood film festival or industry event
Show steps
Engage with industry professionals and gain insights into the latest trends and developments in Bollywood.
Show steps
Show steps
Show steps
- Research upcoming Bollywood film festivals or industry events.
- Purchase tickets or RSVP to attend the event.
- Network with other attendees and industry professionals.
Psychographic Segmentation Workshop
Show steps
Provides guidance through a psychographic segmentation workshop with practical exercises to enhance understanding.
Show steps
Show steps
Show steps
- Identify psychographic variables that are relevant to your products or services.
- Use psychographic data to create customer profiles.
Design a Bollywood-themed poster for a cultural event
Show steps
Create a visually appealing and effective poster that captures the essence of Bollywood and promotes the cultural event.
Show steps
Show steps
Show steps
- Gather inspiration from existing Bollywood posters and cultural event posters.
- Sketch out a few design concepts.
- Create a digital version of the poster using design software.
Segmentation Presentation
Show steps
Provides students with an opportunity to showcase their understanding of segmentation by developing a comprehensive presentation.
Show steps
Show steps
Show steps
- Develop a segmentation plan for a specific product or service.
- Create a presentation that outlines your segmentation plan.
Write a blog post analyzing the impact of social media on Bollywood
Show steps
Develop a critical analysis of the role of social media in shaping the Bollywood industry and its impact on audiences.
Show steps
Show steps
Show steps
- Research the topic and gather data from relevant sources.
- Develop an outline for the blog post, including an introduction, body, and conclusion.
- Write the first draft of the blog post.
- Revise and edit the blog post for clarity and accuracy.
Segmentation Project
Show steps
Further strengthens students' segmentation skills by carrying out an independent segmentation project.
Show steps
Show steps
Show steps
- Choose an industry and identify a target market.
- Conduct market research to gather data on the target market.
- Segment the target market using the data you collected.
- Develop marketing strategies for each segment.
Segmentation White Paper
Show steps
Enhances students' research and writing skills and deepens their understanding of segmentation techniques.
Show steps
Show steps
Show steps
- Research the latest trends in segmentation.
- Write a white paper that summarizes your findings.
Career center
Learners who complete Segmenting the Market with Jagdish Sheth will develop knowledge and skills
that may be useful to these careers:
Marketing Analyst
Marketing Analyst
Marketing analysts lead initiatives to segment markets based on different variables, and target them accordingly. This course, then, is a foundational resource for anyone in this field. The course will help build a strong knowledge base in market segmentation, and allow marketing analysts to differentiate their products from the competition.
Product Manager
Product Manager
Product managers oversee the development and marketing of products, which involves segmenting markets to ensure that products are tailored to the needs of specific customer groups. As such, this course may be useful for anyone pursuing a career as a product manager.
Brand Manager
Brand Manager
Brand managers are responsible for the development and execution of marketing campaigns that build brand awareness and loyalty. This course can help brand managers understand how to segment markets and target their campaigns more effectively.
Marketing Consultant
Marketing Consultant
Marketing consultants work with businesses to develop and implement marketing strategies. This course can help marketing consultants gain a better understanding of how to segment markets and target their marketing efforts more effectively.
Market Researcher
Market Researcher
Market researchers collect and analyze data to understand market trends and customer behavior. This course can help market researchers develop the skills they need to segment markets and conduct effective market research.
Advertising Manager
Advertising Manager
Advertising managers plan and execute advertising campaigns. This course can help advertising managers understand how to segment markets and target their advertising campaigns more effectively.
Sales Manager
Sales Manager
Sales managers lead teams of salespeople and are responsible for achieving sales goals. This course can help sales managers understand how to segment markets and target their sales efforts more effectively.
Public relations manager
Public relations manager
Public relations managers develop and implement public relations campaigns. This course can help public relations managers understand how to segment markets and target their public relations campaigns more effectively.
Customer Relationship Manager
Customer Relationship Manager
Customer relationship managers are responsible for building and maintaining relationships with customers. This course can help customer relationship managers understand how to segment markets and target their marketing efforts more effectively.
Digital Marketing Manager
Digital Marketing Manager
Digital marketing managers are responsible for planning and executing digital marketing campaigns. This course can help digital marketing managers understand how to segment markets and target their digital marketing campaigns more effectively.
E-commerce Manager
E-commerce Manager
E-commerce managers are responsible for the development and execution of e-commerce strategies. This course can help e-commerce managers understand how to segment markets and target their e-commerce marketing efforts more effectively.
Social Media Manager
Social Media Manager
Social media managers are responsible for developing and executing social media strategies. This course can help social media managers understand how to segment markets and target their social media marketing efforts more effectively.
Content Marketer
Content Marketer
Content marketers are responsible for developing and executing content marketing strategies. This course can help content marketers understand how to segment markets and target their content marketing efforts more effectively.
Data Analyst
Data Analyst
Data analysts collect and analyze data to identify trends and patterns. This course can help data analysts develop the skills they need to segment markets and analyze customer data more effectively.
Business Analyst
Business Analyst
Business analysts help businesses identify and solve problems. This course can help business analysts develop the skills they need to segment markets and analyze business data more effectively.
For more career information including salaries, visit:
OpenCourser.com/course/r9fp85/segmenting
Reading list
We've selected 14 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
Segmenting the Market with Jagdish Sheth.
Save
Provides a comprehensive overview of marketing management concepts and strategies. It covers topics such as market segmentation, targeting, and positioning, and includes case studies and examples from a variety of industries.
Save
Provides a framework for understanding how companies can differentiate their products and services from those of their competitors. It covers topics such as the different types of differentiation, the costs and benefits of differentiation, and how to implement differentiation strategies.
Classic work on positioning. It explains how companies can create a unique position for their products and services in the minds of consumers.
Presents 22 principles that the authors believe are essential for success in marketing. These principles cover a wide range of topics, from branding to customer service.
Provides a methodology for building and testing new products and services. It emphasizes the importance of customer feedback and iteration.
Explains why successful companies often fail to innovate. It argues that companies are too focused on meeting the needs of their existing customers and that this prevents them from seeing new opportunities.
Explains the challenges that companies face when they try to move their products and services from early adopters to mainstream customers.
Save
Explains how habits work and how they can be changed. It provides insights into how companies can create products and services that are more likely to become habits.
Save
Explains why people often make irrational decisions. It provides insights into how companies can use this knowledge to create more effective marketing campaigns.
Explains the six principles of persuasion. It provides insights into how companies can use these principles to create more effective marketing campaigns.
Save
Explains why some ideas stick and others don't. It provides insights into how companies can create marketing campaigns that are more likely to be remembered and shared.
Argues that traditional marketing is no longer effective. It provides insights into how companies can use new technologies and channels to reach and engage customers.
Explains how companies can build relationships with customers by asking for their permission to communicate with them.
Argues that the internet has changed the way that companies communicate with customers. It provides insights into how companies can use social media and other online channels to build relationships with customers.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/r9fp85/segmenting
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Effort
6 hours to complete
Level
Introductory
Via
Coursera
Institution
University System of Georgia
Instructor
Jagdish Sheth
Language
English
Transcript
tiếng Việt
This course belongs to a
collection
called
Creating a Differential Competitive Advantage -Jagdish Sheth. It's comprised of four courses:
- Segmenting the Market with Jagdish Sheth (viewing)
- Creating Global Brands with Jagdish Sheth
- Branding for Differential Advantage with Jagdish Sheth
- How Technology Will Shape Marketing with Jagdish Sheth
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