🎯 Course Description:
Over 5 days, this course offers deep dive into advanced STP (Segmentation, Targeting, Positioning) strategies. Topics include micro‑segmentation, behavioral segmentation, predictive targeting, positioning statements, and repositioning.
Attendees will work hands‑on to identify meaningful segments, serve them effectively, and position offerings in crowded marketplaces.
👥 Who Should Attend:
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Marketing strategists
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Product managers
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Business analysts
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Startups & growth teams
🗓️ Day 1: Advanced Segmentation Techniques
| Time | Topic |
|---|---|
| 08:30 – 09:00 | Welcome, Overview, Introductions |
| 09:00 – 10:30 | Segmentation — From Demographics to Psychographics |
| 10:30 – 10:45 | ☕ Coffee Break |
| 10:45 – 12:15 | Behavioral & Usage‑based Segmentation |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Data‑Driven & Predictive Segmentation |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Workshop: Creating micro‑segments for niche markets |
🗓️ Day 2: Targeting & Value Propositions
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Evaluating Target Segment Potential & Profitability |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Value Proposition Design & Differentiation |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Positioning Statement & Messaging Strategy |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Case Study: Repositioning in saturated market |
🗓️ Day 3: Competitive Positioning & Repositioning
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Competitor Benchmarking & Gap Analysis |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Blue Ocean Repositioning, Value Innovation |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Positioning for Perception, Brand Image, & Trust |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Workshop: Reposition an existing product or brand |
🗓️ Day 4: Messaging & Channel Positioning
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Messaging Strategy: Storytelling & Brand Voice |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Channel Positioning & Media Mix |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Digital Positioning vs Traditional Positioning |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Role Play: Positioning messages across multiple segments |
🗓️ Day 5: Monitoring & Strategic Adjustment
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Positioning Metrics: Perception, Loyalty, Market Share |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Monitoring Competitor Moves & Market Shifts |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 03:00 | Adaptive Positioning Strategy & Repositioning |
| 03:00 – 03:15 | ☕ Coffee Break |
| 03:15 – 04:30 | Final Q&A, Participant Presentations, Feedback & Certificates |
📂 Course Materials Provided:
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STP advanced templates
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Predictive segmentation tools
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Value proposition & messaging guides
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Positioning audit checklist
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Monitoring & repositioning plan samples
