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In basic terms, market segmentation is dividing a large, general market into smaller, specific segments with different needs.
With the course Market Segmentation PRO by Scandinavian Institute of Business Analytics, you will become an expert market researcher. More precisely, you will learn every aspect of market segmentation at a professional level.
In the course, you, together with restaurant owner, Olle, will conduct a survey and market segmentation of customers with the goal of finding a target audience for the restaurant. Then, with Olle and Tove, a gourmet coffee expert, you will learn how to design a new product (a coffee machine), select attributes, and find niche markets for your product. You will analyze market data using IBM SPSS and Microsoft Excel, learn advantages and disadvantages of the market segmentation technologies, and learn how to interpret the analysis results.
You will learn:
You do not have to be good at math to complete the course! The course is as intense as it can be and as clear as possible. In 45 minutes, professional instructors will teach you how to conduct market segmentation with real-world customer data. The course material is condensed, filtered, and carefully crafted into 34 video lectures.
The course includes an exam. Successful students will receive a personalized SCANBA Certificate that will open new career opportunities and confirm your level of professional expertise.
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Certificate of completion
|Section 1: Segmentation Essentials|
|Section 2: Cross-Tabualtion Segmentation|
Gather Market Data
Construct Cross-tabulation Table
Interpret Cross-tabulation Table
|Section 3: Regression-based Segmentation|
Estimation of Spending
|Section 4: Market Clustering|
Cluster Analysis Methods
TwoStep Clustering Method
Ward's Clustering Method
Ward's Clustering Method Example
|Section 5: Conjoint-based Segmentation|
New Business Idea
Conjoint Analysis Essentials
Conjoint Analysis Process
Attributes and Levels
Data Collection Techniques
Calculate Attribute Part-Worths
Calculate Attribute Part-Worths Example
Apply Conjoint Results
|Section 6: Course Exam|
Exam for the SCANBA Certificate
The Scandinavian Institute of Business Analytics (SCANBA) is a business analytics consulting company with operations in Finland and Sweden. SCANBA helps companies and their employees to become significantly more effective and successful by implementing business analytics in their organizations and by increasing employees’ professional skills.
SCANBA provides a broad range of services, including training and certification in business analytics, data management auditing, business process auditing and optimization, predictive analytics implementation, and decision system management.
Hours of video content