Dates to be advised. Please contact us for more information.
PM Society Member Cost: £770
(£924 inc. VAT)
Non-PM Society-Member Cost: £880
(£1056 inc. VAT)
Market Mapping & Segmentation
Who will benefit?
Designed for marketers wanting to expand their knowledge and understanding of the principles, processes and value of market and customer analysis.
Topics covered
- Developing a clear market definition
- Understanding patient flow
- Different approaches to segmentation
- Assessing competitive advantage
- Defining the optimal approach to segmentation
- Assessing future environmental and competitor impact
- Identifying winning opportunities
- Approaches to targeting
- Implementation considerations
Core competencies
- Ability to uncover and evaluate opportunities for your product
- Skills needed to develop and implement an assessment of the future impact of the environment on identified opportunities using a political, economic, technological and social (PEST) analysis
- Understanding segmentation for competitive advantage and when to use it in a pharmaceutical context
- Confidence to evaluate your competitive advantage and those of your major competitors
- Use learned principles and analyses to initiate competitive strategy development for the marketing plan
Learning outcomes
Completion of this module provides delegates with an in-depth understanding of the principles and processes of market mapping and segmentation and how to implement them.