Session Syllabus EMBA 512 – Assessing Business Opportunities Session Session Session Date # Time Fri. Nov. 16, 14 PM 2012 Primary Instructor Name Jason B. MacDonald Session Title Instructor(s) Jobs Based Segmentation and Targeting Jason B. MacDonald Phone 208.426.2392 Email [email protected] Learning Objective: Segmentation and targeting are crucial processes in marketing. Traditional and mainstream marketing tends to focus on using demographics to identify potential markets. In this session, you will be introduced to the concept of jobs-based segmentation. Jobs, in this context, refer to what we want to get done with the products we buy. The fact that different people want to do different things with the products they buy gives us an opportunity to segment markets based on why they want it vs. who wants it. Advanced Preparation: Reading(s): Christensen, Clayton, Anthony, Scott, Berstell, Gerald and Denise Nitterhouse (2007), “Finding the Right Job for your Product,” MIT Sloan Management Review, Volume 8, No. 3, 38-47. Day of Session: During the session, we will apply the idea of jobs-to-be done to the concept of market segmentation. Working in groups, you will investigate the different jobs that can be done with an assigned product and then create a market grid to illustrate the different potential markets segments. In class assignment (not graded): Drawing upon your group’s analysis of the market, you will give a short presentation on the possible market segments based on the jobs that could be done with the product. We will discuss each group’s findings and market segmentation suggestions to show that different people can have very different perceptions of the same market. Post Session: Assignment(s): None!