Marketing Foundations: Customer Segmentation
By: Drew Boyd
Learn how to group your customers into market segments to better understand what they really want. In this course, chief marketing officer Doug Ladd explains the basics of customer segmentation. He describes segmentation based on geography, demographics, culture, behavior, and psychographics. He also shows where to look for this information, how to analyze it, and how to develop model customer personas that can help in product development, service level planning, and more.
- Segmenting by location
- Segmenting by demographics
- Segmenting by usage or other behavior
- Why segmenting is important
- Creating and using customer personas
Drew Boyd is a global leader in creativity and innovation.
Drew is the coauthor of Inside the Box. He also serves as the executive director of the Master of Science in Marketing program and associate professor of marketing and innovation at the University of Cincinnati.
Drew entered the world of academia after a highly successful business career. He spent 17 years with Johnson & Johnson in marketing, mergers and acquisitions, and international development. Before Johnson & Johnson, Drew worked with United Airlines, in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers that led to the creation of the Star Alliance.
In his courses, Drew merges the theory taught in a traditional classroom setting with more than three decades of experience, providing a real-world marketing and innovation experience. Drew’s earned three prestigious teaching awards and is honored to have been a guest lecturer at Columbia University, Yale University, the Wharton School of the University of Pennsylvania, the University of Michigan, the University of Chicago, the Kellogg School of Management at Northwestern University, and Duke University.
Drew graduated from the United States Air Force Academy in 1976 with a bachelors of science in management science and operations research. He earned an MBA from the University of Chicago.
He resides in Cincinnati, Ohio, with his wife, Wendy, and son, Ryan.