This course is a comprehensive program on market segmentation and niche marketing.
Emphasis is placed on how to segment the market and the bases for selecting specific target niches.
Strategies for market niche entry that integrate all the elements of the marketing mix including price, product, promotion and distribution is discussed. This course will stress the advantages of systematic planning, and takes the student through all the steps in a traditional planning process. The role of environmental and competitive analysis is presented along with specific steps to conduct them. Strategy and tactics are presented and their role in the plan emphasized. Specific plan formats and forms for the planning process are provided.