Market Opportunity Analysis: Segmentation, Targeting and Positioning

Be able to identify potential market opportunities and the corresponding best strategies of capitalizing on those opportunities.

Details

December 5, 2018

$395

8:00am - 12:00pm

Registration fee includes tuition, course materials, parking and breakfast.

This class is part of the Marketing & Strategy Certificate Program.

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About the Program

Companies often need to decide on the next step: which market to address? What new products/services to develop? How and where to launch a new product or service? In other words, identify potential market opportunities and the corresponding best strategies of capitalizing on those opportunities. In this module we will frameworks and tools designed to address these questions and practice using them. In particular, we will use positioning analysis as the axis around which the rest of the strategy and tactical decisions revolve.

Who Should Attend

 This course is appropriate for managers engaged in strategic decisions, as well as those who anticipating promotion to such positions.

Instructor

On Amir

Dr. On Amir's research focuses on using behavioral science principles to identify successful business strategies in different market settings, as applied to pricing, branding, go-to-market, market research, selling formats, and new product development decisions. He investigates different customer decision-making mechanisms and their influences on pricing and promotion strategies, on decision making under risk and uncertainty, and on preference dynamics. He also writes about how insights from research on decision making and behavioral economics may be used to improve business practices and policy making.

Amir has received several research awards from the Marketing Science Institute and from the Robert Woods Johnson Foundation. Prior to coming to UC San Diego, he was an assistant professor of marketing at Yale University. Amir received his Ph.D. in management science and marketing from MIT’s Sloan School of Management in 2003.

 

*The Rady School of Management Center for Executive Development (CED) may change, postpone or cancel a class at any time.  We do not provide refunds for any fees related to travel, including but not limited to gas, bus fare, train tickets, airline tickets, etc.  Certificate requirements may also change. We will provide as much notice as possible should this occur.