Market Segmentation

Teaching results

By completing the course, students will gain knowledge about the importance of market segmentation for the successful activities of the company in the market. They will learn about the process of segmentation and the types of segmentation variables that can serve as a basis for segmentation. They will get acquainted with typologies and the process of their creation. They will learn how to use multidimensional statistical methods suitable for creating segments and for identifying differences between selected groups.
After completing the course, students will be able to define the nature of the data needed to create segments. They will learn to process the data collected in the statistical program and analyze them by various statistical methods. They will understand different clustering methods in cluster analysis and will learn to interpret the outputs of the statistical methods used. They will be able to create a profile of each segment and design appropriate marketing activities to address selected target groups.
Graduates of the course will acquire competencies in analyzing and solving problems and tasks of marketing management, especially in the field of creating segments, deciding on the selection of target groups and designing market coverage strategies. Upon successful completion of the course, students will be able to formulate requirements for information necessary for decision-making, will be able to process data into a form suitable for analysis, as well as select appropriate statistical methods taking into account the purpose of analysis and types of input data.