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Markets and Market Segmentation


Types of Market Segmentation

No business or organisation of any size has the ability to appeal to every consumer without exception.  Even the largest and most successful businesses in the world must focus their efforts accordingly, if they are to remain competitive and viable.  Which is where the market segmentation process comes into the equation.  Segmentation refers to a strategic process whereby an organisation targets a very specific ‘section’ of the market.  Taking into account audience demographics, preferences, spending habits, geographical considerations and so on, the business is able to clearly define where its most valuable prospects can be found.  Casting your net too widely and attempting to attract an overly-large audience often leads to failure.

Discover the role and importance of market segmentation from a contemporary corporate perspective, along with the various different types of market segmentation.  Study a broad definition of markets and market segmentation, along with the different types of markets, the main features of organisational markets and typical consumer markets.  Additional subtopics introduced include the importance of market segmentation, requirements for segmenting a market, psychographic and behaviouristic segmentation, types of buying situations, bases of segmenting organisational markets and more.



  • Explain the meaning of a market.
  • Identify different types of markets and explain their characteristics
  • Describe the meaning and significance of market segmentation

Programme Content


  • Markets and Market Segmentation
  • What is a Market?
  • Market Types and Characteristics
  • Consumer Markets
  • Organisational Markets
  • The Main Features of Organisational Markets
  • What is Market Segmentation?
  • The Importance of Market Segmentation
  • Requirements for Segmenting a Market
  • Psychographic Segmentation
  • Behaviouristic Segmentation
  • Bases of Segmenting Organisational Markets
  • Type of Buying Situations

Target Audience

  • Business managers and entrepreneurs with desire to improve their abilities
  • People working in PR, advertising and sales departments
  • Anyone considering to start their own business
  • Individuals looking to enhance their CVs
  • Existing marketing professionals looking to develop their CPD


No prior knowledge is required to take this unit.


  • Participants:8 - 400
  • Duration: 2 - 3 hours
  • Participation:Only collaborative

Key Benefits

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Course at QLS
Study Method Online
Course Duration 10 Hours
Start Date on going
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Full Fee:    £ 120

Discount:    £ 96

Pay Today:    £ 24

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