ISMM Level 3 U304 - Understanding Customer Segmentation & Profiling eLearning - Syllabus - $169.00

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  • Accredited by ISMM

  • Total QCF credits available: 4

  • 32 hours of course material

  • Practice exams

  • 24/7 tutor support

  • Instant 6 months access - start today!

At the end of the course you will have been shown how to understand the motivations, attitudes and behaviors of customers in identified customer groups.

Students will also have a good understanding of both the importance of customer grouping and segmentation and how to identify the characteristics of established customers.

As well as in-depth visual learning content, this media-rich online course contains audio and video narratives, interactions, quizzes and practice exams.

 

Full Details of our ISMM Level 3 U304 Course:

Successful completion of the course results will give you the U304 Award in Understanding Customer Segmentation & Profiling. The course includes a multiple-choice test to check your knowledge and understanding.

Browse the contents of this e-learning course by clicking on a module title below that you would like to know more about. Why not try a free trial module of our course before you buy!

  • Module 1: Understand how to Identify Customer Groups

    • In this lesson, you will be shown the importance of customer grouping and segmentation so that customers can be targeted.

      We will look at the bases for creating groups within the B2B and B2C market types, including criteria that a given target group must fulfill in order to be a legitimate target group. This includes looking at different marketing strategies around segmentation, including undifferentiated, differentiated and concentrated.

      You will be told about external resources which can help identify customer segments.

      We will help you with methods for identifying customer groups and compare the characteristics of customers in identified customer groups

      We will also look at the bases for business to consumer segmentation, which fall into 5 categories.

       

      1.1 Describe methods of identifying customer groups
      1.2 Compare the characteristics of customers in identified customer groups

  • Module 2: Understand the Motivations, Attitudes & Behaviors of Customers

    • In this lesson you will be shown that motivation, attitude and behavior affect a customer’s buying decision.

      We will look at Maslow’s Hierarchy of Needs, and the concept of the ‘customer profile’.

      We will then look at a list of 8 ‘clusters’ of customer who have distinct similarities, attitudes and behaviors, and describe their qualities.

       

      2.1 Describe the motivations, attitudes and behaviors of customers in identified customer groups
      2.2 Describe clusters of customers who have distinct similarities in their motivations, attitudes and behaviors

  • Module 3: Understand how to Profile Existing Customer Groups

    • In this lesson we will look at ways to identify the characteristics of established customers.

      We will examine the similarities between identified established customers, and we will explain how to develop profiles for customer groups.

       

      3.1 Identify the characteristics of established customers
      3.2 Describe the similarities between identified established customers
      3.3 Explain how to develop profiles for customer groups

      The course includes a multiple-choice test to check your knowledge and understanding.

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