As a student, you get lots of helpful videos, readings and reference material.

Take a look inside the course

    1. Getting Ready to Rock!

    2. Access Your Live Session Here

    1. Lesson Plan

    2. Rockstar Practice Pre-Reading: Defining Market Segmentation

    3. Market Segmentation: Methodology Options & Project Planning [Lecture]

    4. Market Segmentation: Methodology Options & Project Planning [Slide Viewer]

    5. Market Segmentation: Methodology Options & Project Planning [Slide File Download]

    6. Occasion-based Segmentation: Reading + Short Quiz

    1. Tips for B2B Market Segmentation [Lecture]

    2. Tips for B2B Market Segmentation [Slide Viewer]

    3. Tips for B2B Market Segmentation [Slide File Download]

    1. 5 Market Segmentation Examples

    2. Variations on Segmentation: Bonus Video

    3. Recommended Reading & Viewing

    1. Your Rockstar Status Awaits: Final Assessment

    1. Your candid feedback helps us improve

About this course

  • 16 lessons
  • 2 hours of video content

Meet Your Instructor

Jeff McKenna

Founder, MCK Insights

Industry veteran, Jeff McKenna, is the founder of MCK Insights and he provides a deep background in the design and delivery of market research projects, particularly in the area of data processing, advanced methodologies and data reporting. He has years of experience in new product development, segmentation, brand development, customer satisfaction and tracking projects. And Jeff has delivered strategic and actionable solutions to clients at all levels in client organizations (from market researchers to CEOs), including complex customer experience, segmentation, brand tracking and integrated EFM programs. He has designed and delivered CX programs for several Fortune 500 companies, incorporating customer feedback with several other internal data sources. He has designed and implemented reporting platforms used by thousands of service and marketing managers in multiple industries. More than simply delivering data, each solution enables users to prioritize action planning and estimate financial value associated with different performance levels. Jeff has a BA in Sociology/Anthropology from Swarthmore College and an MBA from The George Washington University.

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