Learn the ten-step process to data-driven market segmentation analysis – developing skills that will 

enable you to meet customers’ needs and gain a competitive advantage. 

Conducting market segmentation analysis and committing to a long-term market segmentation strategy 
is a complex and challenging journey for any organisation. This course will guide you through an efficient 
and organised process of market segmentation analysis. We will start with when the decision is first 
made to conduct market segmentation analysis, and continue to the final stages of evaluating the 
success of the strategy and monitoring the market for possible changes. 

We will explore how to leverage statistical clustering methods such as hierarchical and partitioning 
methods, biclustering, and mixture models, and how these inform the organisation’s segmentation 
strategy. We will also add insights based on exploratory data analysis, regression models, and 
visualisations. 

WHAT YOU’LL LEARN 

The course will explore: 
•  The basics of market segmentation. 
•  The ten steps of market segmentation analysis. 
•  The way to commission and ask the correct questions to ensure its validity. 
•  The key pitfalls that can occur at each step. 
•  The way you can undertake each of the ten steps of market segmentation analysis. 
 

AUDIENCE AND PREREQUISITES 

This course is designed for a general audience, but will suit learners who have an interest in marketing, 
data analysis, and statistics. No experience or knowledge in a particular academic discipline is 
required, although an undergraduate degree in business or statistics is recommended. 

CERTIFICATION  
To earn a verified certificate upon completion of the course, you must enrol as a verified student and 
achieve a passing grade of 65% or more in graded assessments.  
If you are not pursuing a certificate, you can participate in the course without completing the 
assessments. However, doing the assessments can be very useful for your learning. 

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COURSE OUTLINE AND FEATURES 
To provide learning experiences for students at a variety of levels, our five module course contains 
features that should engage learners for approximately 6–8 hours per module.  
Each module within the course contains the following elements: video lectures, core and 
supplementary readings, discussions, activities for application of the content, and links to useful 
resources. As this is a self-paced course, all course materials are available as soon as the course 
begins.  
GETTING STARTED 
● Welcome to Market Segmentation Analysis 
● How to Use This Course 
● Course Syllabus 
● Course Resources 
● Meet the Team 
● Pre-Course Survey 
● Discussion Forum Guidelines 
● Introduce Yourself 

MODULE 1: Introduction and Steps 1 and 2 

● About This Module 
● Introduction to Market Segmentation Analysis 
● Step 1 Deciding (Not) to Segment 
● Step 2 Specifying the Ideal Target Segment 

MODULE 2: Steps 3 and 4 

● About This Module 
● Step 3 Collecting Data 
● Step 4 Exploring Data 
● Step 4 R Demonstration 

MODULE 3: Step 5 
● About This Module 
● Step 5 Extracting Segments 
● Step 5 R Demonstration 

MODULE 4: Steps 6 and 7 

● About This Module 
● Step 6 Profiling Segments 
● Step 6 R Demonstration 
● Step 7 Describing Segments 
● Steps 7 R Demonstration 

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 MODULE 5: Steps 8, 9, and 10 
● About this Module 
● Step 8 Selecting the Target Segments 
● Steps 8 R Demonstration 
● Step 9 Customising the Marketing Mix 
● Steps 9 R Demonstration 
● Step 10 Evaluation and Monitoring 
● Steps 10 R Demonstration 
 

INDIVIDUAL ESSAY AND PEER ASSESSMENT 

● Write a market segmentation analysis summary for your chosen organisation (​500 words)  
● Mark the assessments of your peers 

COURSE MARKING 
In order to receive a passing mark in the course, you must complete all assignments and achieve an 
overall mark of 65%. Verified students who pass the course will gain access to a downloadable 
course certificate after the course ends.  
The following categories make up the assessment for the course: 
Quizzes  55%  At the end of each module you will be asked to 
complete a multiple choice quiz. Each quiz has 11 
questions; each question is worth 1%.  
Discussion  15%  Share insights you gained in the discussion forum 
after each step. You can also provide constructive 
comments to help fellow learners in the course. 

Individual Essay and Peer  30%  Write a market segmentation analysis summary for 
Assessment  your chosen organisation. The following elements 
must be present in your essay: 
 
● Overview of the ten-step process of market 
segmentation analysis 
● Application of the market segmentation analysis 
concepts to your chosen organisation 
 
Your essay should be 500 words long (±10%). 
 
Your essay will be assessed by your peers. You will 
be required to mark assessments made by others in 
the course.  
 
Peer assessment is a useful tool as it challenges you 
to demonstrate a critical understanding that will help 
you to create and edit your own writing as well as 
provide useful feedback to your peers. The peer- 
assessment process is entirely anonymous. 

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 Remember to respect your fellow students and their 
work. 
 
Prior to writing your essay and marking the work of 
your peers, ensure that you have read through the 
marking rubric carefully. 
 
 

DISCUSSION FORUMS 
Discussion forums are a place to learn in a friendly setting. Please be respectful of others in our global 
classroom. The course moderator will respond to questions you might have. If you notice an error in 
any course materials or a bug in course content, please notify course staff by posting in the forum. It 
also helps​ ​if you put [staff] in the title of your post. If, however, you are experiencing a technical 
problem with the edX platform, please use the Help link on the top right of the page to report your 
problem directly to edX. 
 

HONOUR CODE AND ACADEMIC INTEGRITY 

This course is offered online and we encourage collaboration and help between students, but 
please avoid asking for and posting final answers. Violations of the honour policy undermine the 
purpose of education and the academic integrity of the course. We expect that all work submitted 
will be a reflection of each student's own original work. 
Additionally, all students are expected to follow the edX Rules of Online Conduct, these rules can be 
found on the edX website at ​https://www.edx.org/edx-terms-service​. 

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