Artboard 5
Module 4


  • market selection
  • marketing funnel
  • short & long term goals

The debate about whether to target all buyers in the category or focus on specific segments of the market has been raging for several years in marketing. We examine how leading brand managers combine both approaches to build a more advanced approach to target market selection. We explore how a brand plan can and should accommodate both longer term, ‘top-of-the-funnel’ mass marketing and shorter term, ‘bottom-of-the-funnel’ targeting, as a foundation for strategic success.

  • Module length: 41 mins
  • Readings: 4
  • Study time: 2 hrs