Segmentation has been defined as the cornerstone of modern marketing. However, as competitive pressures on companies grow, short term implementation replaces the conceptual frameworks and analysis inherent in segmentation analysis and strategies. Simultaneously, most companies are facing increasing pressures to internationalize. As such, country segmentation becomes the first naïve approach to segment international markets, as a natural first step in the internationalization process. This course is designed to provide a conceptual and analytical platform to deal with both conceptual and practical issues related to the segmentation of international markets. In particular, students will learn to use some statistical techniques to segment international markets.

Prerequisites: Yes (see syllabus)