Marketing is all about putting the customer at the centre of the business. But what exactly does that mean for today’s organisations, and what challenges do marketers face in satisfying ever more demanding customers in the age of digital disruption? In this free online course, you look at the challenges marketers are facing today and how they can gain a competitive advantage by using the vast amount of customer data available to segment, target and personalise products for their customers. Tailor your offers to your customer’s needs This course provides an in-depth grounding in market segmentation as a process, revealing how you can adapt it to improve business performance, whether in a start-up or an established firm. You will learn how data-driven segmentation can lead to long term success in competitive markets. You will grasp the relevance of the three stages of segmentation, targeting and positioning, and develop critical insights into how to apply it to gain a competitive advantage. Thrive in the digital economy The Digital Economy: Success Through Market Segmentation is one of four courses from The Open University about the digital economy, designed to help experienced managers get to grips with today’s technology-enabled business environment. The course has been developed by The Open University Business School – a pioneering institution that is triple accredited by AMBA, EQUIS and AACSB. Holders of FutureLearn Certificates of Achievement for all four Digital Economy courses can earn 15 UK credits towards The Open University Business School’s flexible MBA by passing a linked Open University assessment module (requiring separate OU registration and fee).