Week 6 - Understanding & Segmenting Your Audiences II

KEY CONCEPTS
- Segmentation As Stereotyping
- Hard To Reach
.......- 4 Assumptions
.......- Alternatives
- Different not deficient
- Society not individual
- Communication As Dialogue
- "Under The Radar" Marketing
- Culture Spies

Week 5 - Understanding & Segmenting Your Audiences I

KEY CONCEPTS
- Segmentation
- Two Steps
- Demographic
- Psychographic
- Geographic
- Behavioral

Week 4 - Formative Research II, Presentation Skills

KEY CONCEPTS
- Qualitative Research
- Focus Groups
- Active Listening
- Types Of Responses
- Communicating With Your Face

Week 3 - Formative Research I

KEY CONCEPTS
-Think/Feel/Do
-Formative Research
-Concept Testing
-Message Testing
-Situational Analysis