Segmentation, Targeting and Positioning


Behind any successful marketing campaign there is a careful segmentation, targeting and positioning activity. In fact, the precise identification of potential customers enables cost optimization and sales and profit increase. Further, a correct differentiation and positioning approach makes it possible to acquire a decisive competitive advantage over the competition. In order for this to happen, it is necessary to understand and adequately employ the most modern techniques that you will learn with this course.


The Rome Business School’s Segmentation, Targeting and Positioning course was designed with the aim of providing you with excellent conceptual approaches and operational methods, to enable you to accurately and effectively manage these strategic marketing activities.To this end, segmentation criteria, segment evaluation and target selection methods will be analysed, together with differentiation and positioning systems capable of generating a lasting competitive advantage.


The course is aimed at those who already operate in a marketing environment, at both the junior or senior level, and wish to acquire a specific training in segmentation, targeting and positioning systems.


[su_spoiler title="Market segmentation" open="yes" style="fancy"]
  • Consumer markets segmentation
  • Business to business markets segmentation
  • International markets segmentation
  • The requirements for an effective segmentation
[/su_spoiler][su_spoiler title="Defining a target market (targeting)" open="yes" style="fancy"]
  • Market segments evaluation
  • Target segments selection
  • Socially responsible marketing segments selection
[/su_spoiler][su_spoiler title="Differentiation and positioning" open="yes" style="fancy"]
  • Positioning maps
  • Choosing a differentiation and positioning strategy
  • The formal declaration of positioning
  • Communication and implementation of the chosen positioning

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets.Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities.Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.

Modes of attendance

This course can be attended in three ways:
  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace


Whichever way you choose to take the course, you will receive:CERTIFICATEAt the end of the course, you will be presented with a named participation certificate.HIGH QUALITY LECTURESOur teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency.LEARNING MATERIALSAll participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises.CAREER-SERVICEIf you wish, participation in this course will entitle you to:Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network;The review and editing of your CV;Support in managing your job interviews.REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATIONParticipation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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