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Audience Segmentation is a Course

Audience Segmentation

Jan 13 - Feb 23, 2020
2.5 credits

$550 Enroll

Full course description


Duration:
6 Weeks

Commitment:
3-8 Hours/Week

Location:
Online

Course Type:
Instructor-led

Credential:
2.5 CEUs

Course Description

In this expert-led online course, you will learn techniques and best practices that apply to ad platforms such as Google AdWords, Facebook and Bing as well as other ad venues. You will also understand how best to segment and engage your mailing list and/or social media followers. You will also understand the role of audience segmentation in your larger marketing strategy.

In this expert-led online course, you will learn techniques and best practices that apply to ad platforms such as Google AdWords, Facebook and Bing as well as other ad venues. You will also understand how best to segment and engage your mailing list and/or social media followers. You will also understand the role of audience segmentation in your larger marketing strategy.


Required Materials:

Groundswell: Winning in a World Transformed by Social Technologies (revised 2011), by Charlene Li and Josh Bernoff (ISBN-13: 978-1422161982)

(optional)

The User is Always Right: A practical Guide to Creating and Using Personas for the Web, by Steve Mulder (ISBN-13: 978-0321434531)


Objectives

  • Define audience segmentation and demonstrate tools for researching and building profiles.
  • Evaluate the effectiveness of user-centric marketing strategy through case studies.
  • Identify appropriate social media outlets for targeted audiences and goals.
  • Conduct content analysis research.
  • Create a proposal appropriate for a client or leader that demonstrates an understanding of audience profiling, marketing strategy, social environment, environmental influences, and evaluation metrics.

Course Instructor


Jeff Marcoux

Vice President of Product Marketing & Customer Experience Solutions at Teletech

Jeff is focused on helping brands deliver experiences that reflect the very best of humanity. He has driven cross product and team collaboration, digital transformation, supported multiple product releases, bringing new products to market, innovative marketing strategies, channel development, and acquisition integration work. He believes that every touch point with a customer is a marketing experience- from marketing to sales to customer service. Jeff is a marketing growth hacker, CX evangelists, martech expert, and brings entrepreneurial innovation to a big tech world. Additionally, Marcoux is a prominent customer experience and marketing speaker, and an adjunct professor of marketing for UC Irvine & Oregon State University. He attended the University of Washington where he received his MBA in Leadership and Certificate in Technology Entrepreneurship.