MKTG-755-001A 2017SM1: Applied Market Segmentation

Instructor: Mike Mancini, Sr Director Product Management, Equifax Marketing Services

Executive and though leader in consumer insights, segmentation, applied GIS
mancini@american.edu

Office hours: By appointment, in advance

Class hours: Thursday, 5:30pm to 8:00pm in B-14, Anderson Computing Complex

American University Main: 202-886-1000 Anderson Lab: 202-885-2561

Required Texts and Materials

Nielsen Segmentation & Marketing Solutions (SMS) online portal (provided)
Handout packets (provided) as electronic (PDF) materials via Blackboard

Recommended Reading
Weiss, Michael J., The Clustered World: How We Live, What We Buy, and What It All
Means About Who We Are, Little, Brown and Company, 2000 (optional but available on
Amazon.com for as little as $1)
Bill Bishop, The Big Sort: Why the Clustering of Like-Minded America is Tearing Us
Apart, First Mariner Books, 2000 (optional, and available on Amazon)

MKTG-755 Applied Market Segmentation (1.5)

Course Level: Graduate

Course Description: This course brings together geography and demographics

(geodemographics) to teach students how to segment markets and consumers more precisely
so that marketing resources are used more effectively. Students also learn about the availability
and characteristics of public and proprietary data and how these sources can be merged to
provide valuable insights about consumer behavior and target marketing. This is a hands-on,
practical course that includes mapping; reporting, and writing assignments using the proprietary
software and segmentation tools developed by Nielsen Claritas, the market leader in precision
marketing. Prerequisite: MKTG-610, MKTG-612, or MKTG-632.

Course Methodology: This course provides the essential concepts of geodemography and
consumer targeting using U.S. Census and proprietary data and software from The Nielsen
Company. Additionally, you will learn about the availability and characteristics of public data
(e.g., Bureau of Census) and proprietary data (e.g., Epsilon, Mediamark, Nielsen) and how
these sources are used to provide insights and decision support tools to better understand
consumer behavior. Finally, you will learn to use proprietary software and segmentation tools
(PRIZM Lifestyle Segmentation) developed by Nielsen.

These tools allow organizations to better understand their customers and prospects in an easy
to apply format of: Who are my customers, what are they like, where are they located, and how
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can I reach them? From bricks to clicks, understanding consumer demographics and lifestyles
are keys to more effective strategic planning, media and market planning, merchandise mix, site
evaluation, channel management, and customer relationship management.

At course completion, students will be able to discuss various approaches to segmentation and
the merits of each. Within the software application they will be able to create behavioral profile
reports and charts, rank profiles to uncover insight to consumers lifestyle and media
preferences and create thematic maps to score markets for opportunity. There are six (6)
homework assignments and a final project for students to learn and demonstrate such
capability.

Classes will be conducted in a variety of formats involving lectures, discussion and training in
the computer lab.

This is a hands-on practical course that includes mapping, reporting and writing assignments
using the Nielsens Segmentation & Market Solutions (SMS) web portal and PRIZM Lifestyle
Segmentation. As such, commitment to class attendance is required for successful software
use and assignment completion. Anyone not able to commit to class attendance will likely not
be able to keep-up and pass the class. Each session is 3 hours in length and there are only 7 in
total. You will want to attend every class, but the last in-class session on March 2nd is especially
mission-critical to success on the final assignment. No in-class on March 9th, but final is due.

Access to Nielsens SMS web portal with PRIZM segmentation

The site license American University has with Nielsen allows the web application to be used by
students on networked PCs located in the AUs computer labs or from any computer using the
Google Chrome browser. The system may work under but is not optimized or tested for the iOS
Safari browser. While students are permitted to use their own computers, individual support is
not provided to student computers. At a minimum, and to complete homework assignments,
students may be required to use the application via the Anderson lab machines.

While not officially accessible outside of AUs computer labs, Limited assistance with software
and data usage will be provided by the Nielsen Solution Center at 1-800-866-6511

Written Assignments and Final Examination

All assignments will be completed individually. There are no team assignments. The final exam
will be a take-home case study to be completed by each student individually and working
independently. The final will require students to use the software tools learned in class and
available in the AU computer lab along with Microsoft Word and Excel.

Printing of reports or maps is available via the lab printer but generally unnecessary. All
assignments shall be provided electronically using MS Word and Excel. Each assignment will
identify and often provide key reports and maps that can be copied using the copy-and-paste
feature to create an MS Excel and MS Word deliverables. For select assignments, students will
provide written results and narrativeskey is not length but insight through analysis.

*Electronic documents MUST be of the form: Assignment 1_Your LastName.xls or .doc

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Grading and Evaluation
Final grades will be based on the following criteria:

In-class computer lab attendance 10

7/7 classes = 10 pts, 6/7 = 8 pts, 5/7 = 5 pts, <5=0 pts)
#1 ZIP Code Comparison 10
#2 Geodemographic Reporting & Mapping 10
#3 Segment Distribution & Profile Comparison 10
#4 Target Group Creation 10
#5 Target Groups & Personification 10
#6 Market Potential & Mapping 10
Final Assignment (Project) 30
Total Possible: 100

Letter Grades: A (96+), A-(90), B+ (87), B (83), B- (80), MBA non-pass (70 and below)

Attendance, Course Day Planner and Assignments

Students can not miss more than three (3) in-class computer lab sessions and still receive any
attendance points. Complete attendance provides 10 points while missing three classes will
result in zero (0) points and therefore, highly improbably for an A-letter grade. Please see
below for an outline of day by day activities and written assignments.

Diversity and Inclusion

The Kogod School of Business considers the diversity of its students, faculty, and staff to be a
strength and strives to make an inclusive environment for everyone. Dimensions of diversity
include sex, race, age, national origin, ethnicity, religion, gender identity, sexual orientation,
socio-economic class, political ideology, intellectual and physical ability, and primary language.
Students are encouraged to speak up and share their perspectives and experiences. This class
represents a diversity of backgrounds and experiences, so everyone must show respect for
others. If you feel your differences may in some way isolate you from the Kogod community,
please speak with the instructor to help you become an active and engaged member of our
class and community.

Academic Integrity Code

Academic integrity is paramount in higher education and essential to effective teaching and
learning. As a professional school, the Kogod School of Business is committed to preparing our
students and graduates to value the notion of integrity. In fact, no issue at American University
is more serious or addressed with greater severity than a breach of academic integrity.
Standards of academic conduct are governed by the Universitys Academic Integrity Code. By
enrolling in the School and registering for this course, you acknowledge your familiarity with the
Code and pledge to abide by it. All suspected violations of the Code will be immediately
referred to the Office of the Dean. Disciplinary action, including failure for the course,
suspension, or dismissal, may result.
Additional information about the Code (i.e. acceptable forms of collaboration, definitions of
plagiarism, use of sources including the Internet, and the adjudication process) can be found in
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a number of places including the Universitys Academic Regulations, Student Handbook, and
website at <http://www.american.edu/academics/integrity>. If you have any questions about
academic integrity issues or about standards of conduct in this course, please discuss them
with your instructor.

Academic Support Services

If you experience difficulty in this course for any reason, please dont hesitate to consult with
me. In addition to the resources of the department, a wide range of services is available to
support you in your efforts to meet the course requirements.

Students with Disabilities: If you wish to receive accommodations for a disability,

please notify me with a letter from the Academic Support and Access Center. As
accommodations are not retroactive, timely notification at the beginning of the semester,
if possible, is strongly recommended. To register with a disability or for questions about
disability accommodations, contact the Academic Support and Access Center at 202-
885-3360 or asac@american.edu or drop by ASAC in MGC 243.
Academic Support and Access Center (ASAC): In addition to meeting with me and
using the resources available in this department, all students may take advantage of the
Academic Support and Access Center (ASAC) for individual academic counseling, skills
workshops, tutor referrals, Supplemental Instruction, and Writing Lab appointments. The
ASAC is located in Mary Graydon Center 243. Additional resources that may be
beneficial in this class include the Bender Library, the Writing Center in the Department
of Literature, the Math Lab in the Department of Mathematics & Statistics, and Office of
Information Technology.
Kogod Center for Business Communications (x1920, KSB 101): To improve your
writing, public speaking, and team assignments for this class, contact the Kogod Center
for Business Communications. You can get advice for any written or oral assignment or
for any type of business communication, including memos, reports, individual and team
presentations, and PowerPoint slides. Hours are flexible and include evenings. Go to
http://www.kogod.american.edu/cbc and click on "make an appointment," visit KSB 101,
or email cbc@american.edu. You may also call x1920.
Financial Services and Information Technology Lab (FSIT) (x1904, KSB T51): To
excel in your course work and to maximize your business information literacy in
preparation for your chosen career paths, we strongly recommend to take advantage of
all software applications, databases and workshops in the FSIT Lab. The FSIT Lab
promotes action-based learning through the use of real time market data and analytical
tools used by business professionals in the market place. These include Bloomberg,
Thomson Reuters, Argus Commercial Real Estate, Compustat, CRSP, @Risk etc. For
more information, please check out the website at Kogod.american.edu/fsit/ or send us
an email to fsitlab@american.edu.

KOGOD Laptop Policy

Kogod implemented a Laptop Policy to ensure that all students use a consistent set of
quantitative application software products. Kogod expects all students enrolled in Kogod
courses to comply with its Laptop Policy, specifically addresses two key areas:
1. Use of Compliant Laptops in the classroom
2. Use of MS Office Professional in a Windows Operating System Environment for all
Quantitative assignments

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Professors will advise students at least one week prior to class when a compliant laptop device
is required for a specific class session. Students are expected to submit all quantitative
assignments (Excel, Access) using the MS Windows Operating Systems version of MS Office
products. Visit the Laptop Policy <http://www.american.edu/kogod/labs/computers.cfm> to
determine if your laptop is compliant and how to be prepared for class. Please note that the
University Computer Labs feature devices that allow students to complete assignments outside
of the classroom.

EMERGENCY PREPAREDNESS FOR DISRUPTION OF CLASSES

In the event of an emergency, American University will implement a plan for meeting the needs
of all members of the university community. Should the university be required to close for a
period of time, we are committed to ensuring that all aspects of our educational programs will
be delivered to our students. These may include altering and extending the duration of the
traditional term schedule to complete essential instruction in the traditional format and/or use of
distance instructional methods. Specific strategies will vary from class to class, depending on
the format of the course and the timing of the emergency. Faculty will communicate class-
specific information to students via AU e-mail and Blackboard, while students must inform their
faculty immediately of any absence. Students are responsible for checking their AU e-mail
regularly and keeping themselves informed of emergencies. In the event of an emergency,
students should refer to the AU Student Portal, the AU Web site
(http://www.american.edu/emergency/) and the AU information line at (202) 885-1100 for
general university-wide information, as well as contact their faculty and/or respective deans
office for course and school/ college-specific information.

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Acknowledgement of Conditions of this Syllabus
My signature below indicates that I have read, understood, and accepted the conditions and
requirements of the syllabus for MKTG-755 Applied Market Segmentation in Winter 2017.
This includes all information regarding course material, attendance and conduct, preparation,
quizzes, exams and grade requirements, laptop and cell phone policies, and the statement and
policy on academic dishonesty.

This acknowledgement MUST be returned by the end of the first class following the add/drop
period.

_______________________________________________ ______________________
Print Name Date

_________________________________________________________
Sign Name

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Jan 19 LESSON ONE (1) Intro to Marketing Information & US Census
Introduce students to the marketing information data, sources and applications;
fundamentals of marketing geography, Census data, the Census web site; and,
comparing demographics for two trade areas.

Materials: Syllabus; Nielsen-Census 2010 Overview.pdf

Intro to Applied Market Segmentation_AU-MKTG-755.ppt
Census Web Site at www.census.gov (DataMapper & FactFinder)
Intro
5:30-5:50 - Introductions and check-In
- Syllabus review

Data 101
6:00-6:30 Introduction to marketing information data and application
- Intro to Applied Market Segmentation.ppt (Sections 1, 2)
6:40-6:50 Break
- Intro to Applied Market Segmentation.ppt (Section 3, 4)

Census.gov
7:10-8:00 Homework Assignment 1: ZIP Code Comparison
- Review of reading assignments in Nielsen-Census 2010 Overview.pdf
- Two Calcs & Tour www.census.gov; DataMapper & FactFinder
- Discuss how to compare and contrast two areas
- Review template, naming conventions, cut-n-paste concepts

Assignment 1: 10pts, due Jan 26th

1. Read Nielsen-Census 2010 Overview.pdf, pages 1-4 and sidebars on page 9, page 11
2. Use the Census DataMapper to explore the country (by county) and then Census FactFinder
at www.census.gov to complete the Excel templates for two ZIP Code areas (22201, 44131)
and decide whether the prospective site warrants further research.
3. Save as Assignment 1_Your Name.doc and submit by 5:30pm on due date.

Additional Notes:
Feel free to examine any other ZIP Codes of your choosing. However, for the assignment
please use ZIP Code 22201, the Clarendon neighborhood of Arlington, VA and compare it to
ZIP Code 44131, a suburb of Cleveland, OH as this makes for more consistent grading.

Format of Assignments
Printing of reports or maps is available via the lab printer but likely unnecessary. All
assignments shall be provided electronically using MS Word and Excel. Each assignment will
identify key SMS reports and concepts as an Excel deliverable(s). More importantly, the
student will provide concise written results analyses, ranging from a few sentences to 1-2 pages
(approx., 200-400 words) depending on the assignment. The key is not length but insight
through analysis. Do not recite a lot of numbers, but rather their meaning and implications. Use
the template and submit in the form of Assignment 1_Your LastName.xls or .doc as this is
very helpful in grading and tracking your submissions.

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Jan 26 LESSON TWO (2) Intro to Geodemographics and Nielsen SMS
Introduce students to geodemographics, market definition and analysis using the
Demographic Concentration topic for reporting and mapping.

Materials: Cartographics Overview.pdf; 2015 Cartographics TLA.pdf; SMS

Fundamentals.pdf; Creating Trade Areas Based on Standard Geographies.pdf
Assignment 2_Your Last Name.xls (as template, due 1/28)

5:30-5:50 Discuss Homework Assignment 1: Census 2010 & ZIP Code Comparison
5:50-6:30 Introduction to geodemographics, market definition and analysis
- Cartographics Overview.pdf; 2015 Cartographics TLA.pdf
- 2015 MKTG 755 Fundamentals.pdf
- Review/Discussion on Marketing Technology & Consumer Data
6:30-6:40 Break
6:40-7:50 Market Definition and Demographic Concentration
- SMS: User Interface
- Review: Nielsen Calculations Guide (pages 1-6, 10-15, 25-33)
- Introduce Use Case & Market Scenario
- Review: Creating Trade Areas Based On Standard Geographies.pdf
- SMS: Define a Market
- Begin (in-class) Assignment 2
- SMS: Create Content Creation Tools Analysis Area Geography
- Create areas 1) USA by DMA, 2) WDC DMA by ZIP; discuss
- Areas will save in the inbox directory of My Analysis Areas
- Creating Consumer Concentration Reports
- SMS: Create Content Reports Segmentation Cons. Concentration
- Review Demographic Concentration Title, Table & Map views
- Discuss exhibit / content delivery requirements for assignments
- Reports will save in the inbox directory of My Reports
7:50-8:00 Homework Assignment 2: Geodemographic Reporting & Mapping

Assignment 2: 10pts, due Feb 2nd

1. Read Nielsen-Census 2010 Overview.pdf, pages 4-10
2. Review and practice Area Creation and Consumer Concentration reporting
3. Use the two Excel workbooks created in class to complete the Assignment 2 template,
answer questions completely, be sure to properly name your template
4. Visit and review, www.mybestsegments.com (from any browser or from within SMS.)

Additional Notes:
When visiting www.mybestsegments.com please read and explore the who-what-where-how
case studies and then lookup ZIP Codes (44131, 22201) from Assignment 1 and think about
the area(s) in terms of "who" are the people that live there as reported by Census
demographics compared to Nielsens top five segments. Explore MyBestSegments further by
clicking through the PRIZM segment nicknames to learn more about each segment.

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Feb 2 LESSON THREE (3) Segmentation & Profile Analysis
Introduce students to segmentation and consumer analysis using a variety of
topics for reporting and charting of segmentation (consumer) profiles. Review and
discuss related calculations, compare profiles to one another, evaluate and
identify target segments.

Materials: Nielsen PRIZM posters (hardcopy); Nielsen PRIZM Segment Narratives.pdf; Intro
to PRIZM Segmentation_AU.pdf

5:30-6:00 Homework review and discussion

- Discuss Homework Assignment 2: Geodemographic Reporting & Mapping
- Return & Discuss Homework Assignment 1: ZIP Code Comparison
6:00-6:50 Intro to PRIZM Segmentation_AU.ppt
6:50-7:00 Break
7:00-7:20 Segment Distribution (a.k.a. Market Profile) Report
- SMS: Create Content Reports Segmentation Segment Distribution
- Change default subtotals and sort by column via options drop down
- Report will save in the inbox directory of My Reports
Customer Acquisition Strategy: Profile Comparison Report
- SMS: Create Content Reports Segmentation Profile Comparison
- Change default subtotals and sort by column via options drop down
- Review interactivity and impact on bar chart
- Report will save in the inbox directory of My Reports
7:50-8:00 Homework Assignment 3: Segment Distribution & Profile Comparison

Assignment 3: 10pts, due Feb 9th

1. Read Nielsen-Census 2010 Overview.pdf, pages 10-16
2. Read Nielsen PRIZM Segment Narratives, pages 1-5
3. Use the two Excel workbooks created in class to complete the Assignment 3 template,
answer questions completely, be sure to properly name your template

Additional Notes:
As you examine your profile reports and charts, think about the following: How do segments
compare across buyer profiles? Is the behavior(s) a low-, mid-, or high affluence profile? Which
segments make up the core market? Which segments comprise the highest composition?
Which segments are "dominate" or "invest" or, of little concern? What can you immediately
recognize about them by looking at their names? What are the core demographic drivers of
your best segments?

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Feb 9 LESSON FOUR (4) Assembling Targets & Analyzing Demographics
Use profiles and segment measures to create consumer targets to research and
document demographics, lifestyles and media preferences. Exploration of criteria
used to aggregate segments into groups via Profiler: Worksheet. Create and
interpret Target Segment Measures reports using demographic attributes.

Materials: Creating Consumer Groups_AU.pdf; Creating a Target Group.pdf; Managing

Target Groups.pdf; Quick_Reference_Guide_Create_a_Target_Group.pdf

5:30-6:00 Homework review and discussion

- Discuss Homework Assignment 3: Segment Distribution & Profile Comparison
- Return & Discuss Homework Assignment 2: Geodemo Reporting & Mapping
Introduction to profile analysis, target creation, planning and tactics for activation
- Creating PRIZM Target Groups_AU.pptx (TWC & Concepts)
- Review Creating a Target Group.pdf
6:40-6:50 Break
6:50-7:50 Consumer Profiler: Target Group Creation & Profiler Worksheet
- SMS: Create Content Reports Segmentation Profile Worksheet
- Add demographic descriptors; hide columns; sort and subtotal, etc.
- Discuss use in creating targets; leveraging descriptors, sorts, and themes
- Complete Profiler Worksheet using IKEA and Crate & Barrel profiles
- Add demographic descriptors; hide columns; sort and subtotal, etc.
- Discuss use in creating targets; leveraging descriptors, sorts, and themes
- Target Group Creation
- SMS Create Content Creation Tools Target
- Chart View (only to obtain SWOT chart graphic)
- Build View (to create Targets within a Target Group)
7:50-8:00 Homework Assignment 4: Target Group Creation
- Use SMS to craft your own set of targets for Shop Crate & Barrel profile
- Follow same approach, note difference to IKEA targets; export to Excel
- In-Class lab assistance for target group creation

Assignment 4: 10pts, due Feb 16th

1. Follow and practice the target group creation process outlined in class to create a set of 3-5
targets (i.e., a target group) using the Shop Crate & Barrel behavioral profile
2. Be sure to create a new Profile Worksheet with the C&B, Age 18-34 and Kids demographic
profiles along with Age, Family Composition and Income descriptors; and filter display
3. Iterate through the creation process to create targets, run Profile Worksheet report, export to
Excel, examine the result, then modify to obtain optimal size, index, and demo character.
4. Once you are satisfied, run the Profile Worksheet for your final set of targets, subtotal by
target group and use that as your Assignment 4 template.
5. Be sure to rename the Excel workbook in the form of Assignment 4_Your Last Name.xlsx

Additional Notes:
Focus on characteristics of predominant segmentsusing the demographic descriptors and
purchase propensities. Examine segment narratives for key (e.g. largest) segments within a
target as a means to begin thinking of how you would write something similar for each target as
that is key to personification of the consumer within your target marketing plan and for
Assignment 5 whereby you will craft your own target narratives.

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Feb 16 LESSON FIVE (5) Personifying the Target
Create and interpret Target Segment Measures reports of the Lifestyles, Retail
Shopping and Media Preferences. Examine markets by creating maps of market
potential and concentration of target segments.

Materials: Nielsen Segmentation and Geographic Projection.pdf

5:30-6:00 Homework review and discussion

- Discuss Homework Assignment 4: Target Group Creation
- Return & Discuss Homework Assignment 3: Segment Distribution & Profiles
6:00-6:40 Target Personification
- Demographics: Target Segment Measures (TSM) reports
- SMS Create Content Reports Target Segment Measures
- Use of summary and detailed demographics in summary list order
- Lifestyles: Target Segment Measures (TSM) reports
- SMS Create Content Reports Target Segment Measures
- Use of Sports & Leisure, Shopping behaviors; list order & index rank
6:40-6:50 Break
6:50-7:20 - Life/MediaStyler: Target Segment Measures (TSM) reports
- SMS Create Content Reports Target Segment Measures
- Use of Cable & Network TV; list order & index rank
- Use of Magazine; list order & index rank
- Review narratives on MyBestSegments.com; example target descriptions
7:20-7:50 Locating and Mapping Demand
- Nielsen Segmentation and Geographic Projection
- Market Potential (estimate demand and likelihood to buy)
- SMS Create Content Reports Market Potential
7:50-8:00 Homework Assignment 5: Target Groups & Personification
- Written assignment (analyze demos and behaviors to write target narratives)

Assignment 5: 10pts, due Feb 23rd

1. Using the target groups created and published for IKEA shoppers and the TSM reports
(saved as Excel workbooks in-class) for demographics, lifestyle, retail shopping, cable TV
and magazine readership behaviors to write lifestyle and media usage narrative descriptions
for the top-3 on-target, targets
2. For each target, write 3-5 sentences to describe their core demographics and lifestyles and
then 3-5 sentences to describe their media preferences
3. Use the Excel workbooks created in class to complete the Assignment 5 template, answer
questions completely, be sure to properly name your template

Additional Notes:
Use TSM reports to examine your targets in terms of their demographics and lifestyles. What
types of media do these consumers prefer? Are there groups of buyers that can be targeted
more efficiently using different media outlets, genres and shows? What media do they all have
or not have in common? Refer to PRIZM segment narratives as example, especially for the
descriptions for the standard Social and Lifestage groups.

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Feb 23 LESSON SIX (6) Locating & Mapping Demand
Examine markets by creating maps of potential customers, target segments and
demographics; work with maps to add enhancement layers, change patterns, etc.
Describe and begin (Lesson 7s) in-class lab assignment and final exam format.

Materials: Nielsen Segmentation and Geographic Projection.pdf

Quick_Reference_Guide_Interactive_Map.pdf; Creating a Thematic Map.pdf
In-class Assignment RFP.doc; HomePro Sample Analysis Brief.pdf

5:30-6:00 Homework review and discussion

- Discuss Homework Assignment 5: Media Preferences & Market Potential
- Return & Discuss Homework Assignment 4: Target Groups & Lifestyle Analysis
6:00-6:40 Locating and Mapping Demand
- Nielsen Segmentation and Geographic Projection
- Market Potential (estimate demand and likelihood to buy)
- SMS Create Content Reports Market Potential
- Target Concentration (ranking markets by consumer concentration)
- SMS Create Content Reports Target Concentration
- Dominant Target (theming local markets by majority target)
- SMS Create Content Reports Dominant Target
6:40-6:50 Break
6:50-7:50 Putting It Together: Guided discussion via SMS topics and views
In-class lab (Part 1); 40-minute work/study
- Market definition, download, and analysis
- Profile import, download, and analysis
- Targets: Target group creation and analysis
- Discuss and review of cut-n-paste to Excel and Word templates
7:50-8:00 Homework Assignment 6: Market Potential & Mapping
- Written assignment is required

Assignment 6: 10pts, due Mar 2nd

1. Use the four Excel workbooks created in class to complete the Assignment 6 template,
answer questions completely, be sure to properly name your template
2. Read HomePro Sample Analysis Brief.pdf

Additional Notes:
When examining your maps, look at how areas concentrate and theme. Are certain targets
more center city, suburban or country? How would that relate to a day in the life of the target
consumers? What does it mean to a marketer? Store location/promotion? Media targeting?

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Mar 2 LESSON SEVEN (7) Putting it Together & The Final Exam
An in-class computer lab designed to show students how to put the process
together by conducting an analysis from start to finish. It is a dress rehearsal for
the final project.

Materials: In class exercise for Target Analysis project, continued

Final exam assignment description document and published data files

5:30-6:00 Homework review and discussion

- Discuss Homework Assignment 6: Market Potential & Mapping
- Return & Discuss Assignment 5: Media Preferences & Market Potential
6:00-6:40 Putting It Together: Guided discussion via SMS topics and views
In-class lab (Part 2); 40-minute work/study
- LifeStyler: Target description, lifestyle themes and messages
- Locator: Market analysis and strategy development
- MediaStyler: Target preferences, media mix, plans and tactics
- Discuss and review of cut-n-paste to Excel and Word templates
6:40-6:50 Break
6:50-7:20 Final Assignment: 30pts, due March 3rd
Review of Final Assignment: Request for Proposal
Review of Templates and Requirements
7:20-8:00 Final Exam Assignment and in-lab assistance period
- Define markets and profiles
- Set-up profile reports
- Create initial target group; establish off-targets
- Be sure have saved your results

Final Assignment: 30pts, due March 9th

You work at a marketing promotions firm as Aaron (Erin) Analyst and must respond to a RFP
that requests your firm to describe the demographics and lifestyles of the target consumer(s)
and sketch a target marketing campaign that creates awareness to sell more. As the lead
analyst, you must convince the prospective client that your firm is the best in helping the client
understand: Who are the target consumers? What are they like in terms of demographics and
lifestyles? Where do they live? And, how might the client best reach them?

Note: Recall the work-around discussed in class, wrt off-target segments and subsequent
revisions to a saved target group in SMS (remember to move off-targets to unassigned before
saving) if you do not, you will have to re-create the target as a bug in SMS prevents the editing
of a target group not having any unassigned segments. Nielsen is working to fix it.

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