Principles of marketing/PMKT101/Session3

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Dear student

Welcome to Session 3 of the syllabus on Segmenting markets and target audiences. These instructions are for your independent study before the course starts. If you have just joined us, you will find copies of the instructions for the previous sessions on the course site.

This is the last of the 3 sessions - you are nearly there.


Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way. University of Southern California

  1. Work through the learning materials
  2. Complete the learning challenge


Post your questions using WEnotes or PMKT101 forum. Remember to include the url of the page where you are having problems.

As always if you can help a fellow student by answering a question in the forum please do. Students are based anywhere in the world and facilitators are often not in the same time zone.

I hope you have enjoyed learning with the OERu. For those undertaking the assessment for formal credit there will be one more email with instructions on this.

Your facilitator
Randy Fisher