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Course Description

In this course, you will select the most promising customer segments to target and position a product in a way that makes it attractive to potential customers. You'll also use the Importance-Performance Model along with other analytical tools to help you choose a target segment. You will discover how to craft a product positioning statement for a Go-To-Market Plan, applying your knowledge for success.

The following courses are required to be completed before taking this course:

  • Key Performance Indicators for Marketing
  • The Customer Journey and Segmentation

Faculty Author

Stijn van Osselaer

Benefits to the Learner

  • Explore the use of analytical tools in the targeting process
  • Choose your target segments
  • Position a product to address the needs and desires of the targeted segments

Target Audience

  • Marketing managers
  • Product managers
  • Entrepreneurs and small business owners
  • Anyone responsible for bringing a product to market
  • Non-marketing professionals and business leaders looking to develop customer strategy

Applies Towards the Following Certificates

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Cornell SC Johnson College of Business
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