Postgraduate Certificate in Customer Segmentation and Prospecting

• Customer Segmentation Fundamentals: Understanding the basics of customer segmentation, including market segmentation strategies, segmentation criteria, and segmentation techniques.
• Data Analysis for Customer Segmentation: Analyzing customer data to identify trends, patterns, and insights that can inform segmentation decisions. This includes data mining, statistical analysis, and data visualization techniques.
• Psychographic Segmentation: Exploring the use of psychographic variables, such as values, attitudes, and lifestyle, to segment customers. This unit covers the benefits and challenges of using psychographic segmentation and how to apply it in practice.
• Behavioral Segmentation: Examining how customer behavior can be used to segment customers. This includes analyzing customer purchase history, usage patterns, and other behavioral data to inform segmentation decisions.
• Customer Profiling and Personas: Creating customer profiles and personas to better understand the needs, wants, and pain points of different customer segments. This unit covers best practices for developing customer profiles and personas and how to use them to inform marketing and sales strategies.
• Segmentation for Targeting and Positioning: Applying customer segmentation to targeting and positioning strategies. This includes identifying the most profitable customer segments, developing positioning strategies for each segment, and creating targeted marketing campaigns.
• Segmentation for Product Development: Using customer segmentation to inform product development decisions. This includes identifying unmet customer needs, developing products that meet those needs, and testing those products with target customer segments.
• Segmentation for Customer Retention: Leveraging customer segmentation to improve customer retention. This includes developing retention strategies for different customer segments, identifying at-risk customers, and using segmentation to inform customer service and support strategies.
• Ethical Considerations in Customer Segmentation: Examining the ethical considerations of customer segmentation, including issues related to data privacy, discrimination, and fairness. This unit covers best practices for ensuring that customer segmentation is conducted in an ethical and responsible manner.