What you’ll learn in this course
Planning your first market segmentation project? In this class, taught by Instructor Jeff McKenna, you’ll learn practical steps to designing a segmentation project. Includes important jargon and concepts, as well as three different approaches to defining market segments.
Upon course completion, you will be able to:
- Confidently discuss market segmentation concepts with colleagues and clients
- Choose among the three most common segmentation models
- Plan a market segmentation project using a 6-step framework
- Identify & mitigate common market segmentation project risks
As a student, you get lots of helpful videos, readings and reference material.
Take a look inside the course
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1
Welcome
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Getting Ready to Rock!
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Access Your Live Session Here
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2
Market Segmentation: Methodology Options & Projection Planning
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Lesson Plan
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Rockstar Practice Pre-Reading: Defining Market Segmentation
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Market Segmentation: Methodology Options & Project Planning [Lecture]
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Market Segmentation: Methodology Options & Project Planning [Slide Viewer]
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Market Segmentation: Methodology Options & Project Planning [Slide File Download]
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Occasion-based Segmentation: Reading + Short Quiz
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3
Bonus Lesson: Tips for B2B Market Segmentation
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Tips for B2B Market Segmentation [Lecture]
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Tips for B2B Market Segmentation [Slide Viewer]
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Tips for B2B Market Segmentation [Slide File Download]
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4
Bonus Resources
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5 Market Segmentation Examples
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Variations on Segmentation: Bonus Video
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Recommended Reading & Viewing
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5
Assessment
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Your Rockstar Status Awaits: Final Assessment
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6
Our Short Feedback Survey
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Your candid feedback helps us improve
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Meet Your Instructor

Jeff McKenna
Founder, MCK Insights
rrjmk2020|[email protected]Frequently Asked Questions
We are committed to advancing the work, and careers, of Market Research & Insights Professionals
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What is 'hybrid eLearning'?
Many Research Rocksktar students enjoy the schedule flexibility of our on-demand training format. That's great! But for those seeking an interactive experience with real-time instructor demonstrations and support, nothing beats our real-time sessions! All Research Rockstar courses are offered twice a year in real-time. And 24/7 in the on-demand format.
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Why memberships?
Most of our students are working professionals with busy schedules. Sometimes they intend to complete training more quickly than the reality of looming project deadlines allow. With a membership, students have access to all of their classes. No time-outs!
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Can I get a Free Sample?
Yes. We offer free previews of 5 courses. Just select the course—or courses—of interest. Be sure to watch a lecture, read a case study or even try a sample quiz.
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Can I get a group discount?
Teams of 5 or more students are offered team pricing. For more information, please see our Team Pricing page.