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PDC73074 - Segmentation, Targeting and Positioning in Strategic Marketing

Course Details

Course Summary

This online micro-credential will examine one of the most popular marketing models used in modern business practices. The use of the segmentation, targeting and positioning (STP) model represents a shift away from the traditional marketing model that focused on product differentiation to a deeper awareness of the consumptive behaviour of consumers. Market segmentation involves identifying the various potential target audiences for a company's product or brand. There are many ways to segment a market including segmentation according to age, gender, purchasing habits or hobbies. Market targeting involves directing and crafting a company's product or brand to a particular audience. Product positioning involves the distribution and promotion of the product to the chosen segment.

This online micro-credential provides a non-creditable micro-credential and digital badge which can be shared to your social networks and displayed in your professional portfolio.

Our micro-credentials are aligned to the United Nations Sustainable Development Goals.

What is a Digital Badge?

Entry Requirements

There are no specific entry requirements to enrol in this micro-credential, however, it is relevant to anyone who would like to complete studies in this field, in a flexible and self-paced environment.

Our micro-credentials are available for anyone to access. You do not have to be a CQUniversity student. 

Course Details

Course Type Short Course (Professional Development)
Student Availability
  • Domestic
  • International
Fees
Application Mode
  • Other
How to Apply
  1. Once you have selected your desired micro-credential, you can now add it to your shopping cart to enable you to purchase more than one "course" in a single transaction. 
  2. Once you have added all the micro-credentials you wish to purchase, you will be directed to the payment gateway and will be asked to "authenticate" your account on our Learning Management System Be Different.  
    • If you are an existing CPD student, please use sign in options used to access CPD micro-credential courses in Be Different.
    • If you a new student to CPD, please select option “Don’t have an account?” Sign up now and follow the prompts to create a new account.
  3. After successful authentication, you will be redirected to the CQUniversity secure payment gateway. Please add your payment details to complete the transaction. 
  4. Following a successful payment, you will automatically be redirected to the course in the Learning Management System Be Different where you will find your selection of micro-credentials on your Dashboard. 
Study Area
  • Business, Accounting and Law
  • Work and Study Preparation
Skill Area
  • Accountancy
  • Business Services
  • General Education and Training

Admission Codes

Domestic Students
Tertiary Admission Centre Codes (TAC) Codes 		Not Applicable
International Students
CRICOS Codes 		Not Applicable

Student Outcomes, Career Opportunities and Occupations

Undertaking this micro-credential enables students to meet their Continuing Professional Development obligations and industry update requirements in their profession. Upon successful completion of the micro-credential, students will be awarded Continuing Professional Development (CPD) hours, a non-creditable micro-credential (Digital Badge) and a Certificate of Completion.

Course Structures

Study Mode Definitions

  • Online: Online courses provide the flexibility to study without normally requiring a student to visit a campus. Course content is studied through a number of means including the use of online discussion forums, electronic library resources, by contacting lecturers and teachers, and receiving study materials online/electronically. Work integrated learning, including placements, may be included in some courses.
  • On-campus: Students studying in on-campus mode typically are expected to attend and participate in regular, structured on-campus teaching and learning activities throughout the University’s academic term. These activities may include lectures, tutorials, workshops and practice, online or other activities and normally will be timetabled at a CQUniversity campus or approved delivery site.
  • Mixed Mode: Students studying in mixed mode will participate in a combination of online learning activities in addition to site-specific learning activities, which may include residential schools, co-op placements and/or work-integrated learning as a compulsory requirement of a unit. The additional site-specific learning activities are what differentiates a mixed-mode unit from an online unit.

*All study modes may include Vocational placement and/or work integrated learning.

Select a course structure below to view the delivery details, including the different study modes offered for each structure.

Micro-credential

13 hours online self-paced learning.

Students can access the micro-credential for one year from enrolment.

  • Online
No units are associated with this course


Course Learning Outcomes
  1. Identify the most popular marketing models used in modern business practices
  2. Discuss how market segmentation involves identifying the various potential target audiences for a company's product or brand
  3. Outline how product positioning involves the distribution and promotion of the product to the chosen segment.

Assessment

Online Quiz

Award

Digital Badge via Credly

Students can also download a Certificate of Completion, share to social media or add to a professional portfolio. 

Where and when can I start?
Please view the more details information for any additional information related to this course.

There are currently no intakes for this course.
More Details
No additional details have been provided.