• Unit 2: Segmenting, Targeting, and Positioning

    Philip Kotler, the grand dean of marketing textbooks, has suggested that if marketers can nail their target and position, all other aspects of a marketing campaign will fall into place. Target and position define whom we are trying to reach with our marketing campaign and what message (or position) we will use to connect. The concepts of targeting and positioning are so critical to marketing success that we now dedicate an entire unit to them.

    Completing this unit should take you approximately 2 hours.

    • 2.1: STP Strategy

    • 2.2: Publics

    • Unit 2 Discussion