“Segmenting the French Computer Market” illustrates our approach to instructional design for marketing training. With this example the student gets to play around with the concept of Segmentation.

We use a “what if” scenario exercise in this example. Each step brings the student to select a segment to target. In the end, the student obtains a target market size with the corresponding characteristics. We can then move on to the next step of the marketing process: positioning.

Our experience shows that such an approach triggers among the students, a thought process about the 4Ps (Product, Price, Place, Promotion), as well as the Value Chain. By doing this, students start thinking about marketing as a key management function.
The types of exercises used may vary depending on the concept to illustrate.

This is our magic recipe for Marketing Acquisition.
Furthermore, this approach is particularly effective with geeky populations.