The School of Real Marketing
← All modules

F4

Segmentation, Targeting, Positioning

Mass marketing AND targeting

Primary sources:Sharp · Ritson · Kotler

Lectures

  1. 01The STP Framework — Marketing's Strategic CoreFree
  2. 02Segmentation — Dividing Markets That Don't Want to Be DividedPro
  3. 03Targeting — The Great Mass vs Niche DebatePro
  4. 04The Penetration ImperativePro
  5. 05Positioning — Owning a Space in the MindPro
  6. 06Differentiation — Real, Relative, and PerceivedPro
  7. 07Perceptual Maps and Competitive AnalysisPro
  8. 08Customer Personas — Useful Fiction or Dangerous Fantasy?Pro
  9. 09STP in B2B MarketsPro
  10. 10STP in the Digital AgePro
  11. 11When STP Goes Wrong — Anti-CasesPro
  12. 12Integration: the strategistPro

Quizzes

A short quiz per lecture to test your grasp of the material.

Case studies

Integrative cases where the module's concepts meet a single brand or situation.