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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.


Requirements - To Be Eligible

For your application to be considered, you must meet the following entry requirements.

Entry Requirements

There are no specific entry requirements to enroll 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.

Course Details

Course Type Short Course (Professional Development)
Student Availability
  • Domestic
  • International
Fees
Application Mode
  • Other
How to Apply

For direct access to the micro-credential, visit our Learning Management Site: Be Different

Simply set up an account on the site to pay and access the micro-credential you wish to study.

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.

Standard Micro-credential Structure

13 hours

  • 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

Where and when can I start?
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