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Market Segmentation and CRM

A One-Day Programme

Course Aim

This course explores how Market Segmentation, the sub-dividing of your market place or existing customers into groups who display similar behaviour or characteristics, can have a profound benefit on the way you do business and your profitability. It would be suitable for people new to marketing or those looking to refresh in the latest thinking and best practice examples of this essential marketing tool. It's essential for those looking to develop a greater insight into their marketplace and customers, and everyone directly involved in marketing, business planning and customer relationship management.

Course Objectives

By the end of this course delegates will be able to:

  • Market your products and services appropriately to each segment to effectively and profitably control your Customer Relationship Management (CRM) to deliver best value
  • Understand the principles and strategies behind market segmentation and CRM to enable you to use the theory in your workplace

Course Content

  • The principles and techniques to segment customer databases and your marketplace
  • Understand business to business and business to consumer segmentation
  • How to segment, position and target for maximum effect
  • Create a measurable return on investment but understand the challenges and potential downsides of segmentation
  • How to prioritise marketing options to each segment
  • The strategic benefits of long term customer relationship management to optimise customer lifetime value


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