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Market Segmentation Analysis | UQx on edX

2,577 views · Published 15 May 2018 · 0:57 · Indexed 14 November 2026

Channel: edX · 2018 · Education

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About this course:
Conducting market segmentation analysis and committing to a long-term market segmentation strategy is a complex and challenging journey for any organisation. This course will guide you through the entire process of market segmentation analysis and offers a ten-step process that makes customer segmentation efficient and organised.

We will start from the very beginning when the decision is first made to conduct market segmentation analysis, to the final stages of evaluating the success of the strategy and monitoring the market for possible changes highlighting segmentation variables such as geographic segmentation, psychographic segmentation, behavioural segmentation and demographic segmentation.

We will explore how to leverage statistical concepts such as the hierarchical clustering and partitioning methods, exploratory data analysis, biclustering, mixture models and regression models into the organisation’s segmentation strategy. 

The skills and ideas you will gain in this course are relevant to a number of contexts of segmentation marketing - for a business aiming for profit maximisation, to a not-for-profit organisation looking to achieve its mission.

This course will also allow you to conduct customer segmentation analysis. You will be able to replicate the calculations and visualisations demonstrated in the customer segmentation models by downloading the data and the R code (a free open-source statistical computing environment and widely acknowledged as the universal language of computational statistics).

This course is based on and taught by the authors of the book “Market Segmentation Analysis; Understanding It, Doing It, and Making it Useful”. You will have full access to this valuable resource when you enrol in this course.

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