Module 4


  • Strategic decisions
  • Mass marketing
  • Target segment portraits
  • Targeting criteria

In this module, you will be taught how to consider the key issue of who you do and do not target. Mark talks through the core principles of segmentation as well as its importance to business success.

Supported by real-life case studies, we’ll also examine the current debate around targeting including an explanation of mass marketing and its world evangelists.

  • Module length: 41 mins
  • Readings: 4
  • Study time: 2 hrs