EST. MMXXVIMarketing as a discipline, evidence as its base.8 August 2026 · NL · EN
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F4

Foundation module

Segmentation, Targeting, Positioning

12 lectures

7× FRAMEWORK · 5× HEURISTIC — what do these labels mean?

SYNTHESIS

F4 · The productive tension

Leader disciplineandchallenger discipline.

Primary sources

Morgan · Holt · Sharp

Lectures

12 lectures

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  1. F4-01The STP Framework — Leader or Challenger, Not the Same GameFreeTake the quiz →
  2. F4-02Segmentation — Dividing Markets That Don't Want to Be Divided2 SPTake the quiz →
  3. F4-03Targeting — The Great Mass vs Niche Debate2 SPTake the quiz →
  4. F4-04The Penetration Imperative — the leader discipline2 SPTake the quiz →
  5. F4-05Positioning — Mental slot, distinctive asset, and cultural tension2 SPTake the quiz →
  6. F4-06Differentiation — Real, Relative, and Perceived2 SPTake the quiz →
  7. F4-07Perceptual Maps and Competitive Analysis2 SPTake the quiz →
  8. F4-08Customer Personas — Useful Fiction or Dangerous Fantasy?2 SPTake the quiz →
  9. F4-09STP in B2B Markets2 SPTake the quiz →
  10. F4-10STP in the Digital Age2 SPTake the quiz →
  11. F4-11When STP Goes Wrong — Anti-Cases2 SPTake the quiz →
  12. F4-12Integration: the STP strategist — leader, challenger, and the peer debate2 SPTake the quiz →

Quizzes

12 quizzes

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

  1. F4-01The STP Framework — Leader or Challenger, Not the Same GameTake the quiz →
  2. F4-02Segmentation — Dividing Markets That Don't Want to Be DividedTake the quiz →
  3. F4-03Targeting — The Great Mass vs Niche DebateTake the quiz →
  4. F4-04The Penetration Imperative — the leader disciplineTake the quiz →
  5. F4-05Positioning — Mental slot, distinctive asset, and cultural tensionTake the quiz →
  6. F4-06Differentiation — Real, Relative, and PerceivedTake the quiz →
  7. F4-07Perceptual Maps and Competitive AnalysisTake the quiz →
  8. F4-08Customer Personas — Useful Fiction or Dangerous Fantasy?Take the quiz →
  9. F4-09STP in B2B MarketsTake the quiz →
  10. F4-10STP in the Digital AgeTake the quiz →
  11. F4-11When STP Goes Wrong — Anti-CasesTake the quiz →
  12. F4-12Integration: the STP strategist — leader, challenger, and the peer debateTake the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 58 →

Case studies

6 case studies

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

  1. Positioning Longevity CaseVolvo — Owning Safety for Seventy YearsRead the case →
  2. Category Disruption CaseDollar Shave Club — Repositioning an Entire CategoryRead the case →
  3. Positioning Paradox CaseApple — The Paradox of Mass Premium PositioningRead the case →
  4. Repositioning CaseLidl — From Discount Stigma to Smart ShoppingRead the case →
  5. B2B Positioning CaseHubSpot — Category Creation as Positioning StrategyRead the case →
  6. Anti-Case (Failure Analysis)Gap — The Repositioning That Destroyed a BrandRead the case →
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