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Module 6
Marketing Strategy and Consumer Insights
Market Segmentation & Profiling
Identify bases for market segmentation (demographic, psychographic, behavioral) and profile the resulting segments.
Evaluating Market Segments and Selecting a Target Market
Apply criteria (size, growth, profitability) to evaluate segment attractiveness and select a target market.
Crafting Your Unique Positioning Statement
Develop a clear positioning statement that communicates a unique value proposition for a chosen target segment.
Mapping Your Brand's Position
Develop a brand positioning strategy by creating and interpreting a perceptual map.
Applying the Consumer Decision Process
Map the five-stage consumer decision-making process to a specific purchase scenario.
6
Psychological Influences on Consumer Decisions
Analyze how key psychological factors (e.g., motivation, perception, social proof) influence a consumer's purchase decision.
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Foundations of Corporate Finance
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Marketing Execution and Analytics