To really understand your market, you need to analyse it. In this module, you’ll use the five Cs of marketing – company, collaborators, customers, competitors and context to gain insight into the strategic parties operating in your market and understand their interests. You’ll then use this analysis to identify where you can create value.

Knowing the right way to segment your market is essential. This module introduces you to the segmentation, targeting and positioning process – STP – so you can carry out segmentation and assess it critically.

Every business needs a defined offer – or value proposition – to make sure its position in the marketplace gives it a competitive advantage. In this module you’ll learn to look at value from different perspectives and define a customer-focused value proposition.

This final module focuses on what you’ve learned throughout the programme – and how you plan to use your new knowledge and skills in the future.