The Open University Online Course - The Digital Economy: Success Through Market Segmentation

Publish Date: Nov 17, 2016

Explore how and why market segmentation can be used to improve business performance.

This course is part of the The Digital Economy program, which will enable you to thrive in the digital economy and earn 15 credits towards an MBA.


Marketing is all about putting the customer at the centre of the business. But what exactly does that mean for today’s organisations, and what challenges do marketers face in satisfying ever more demanding customers in the age of digital disruption?

In this free online course, you look at the challenges marketers are facing today and how they can gain a competitive advantage by using the vast amount of customer data available to segment, target and personalise products for their customers.

Tailor your offers to your customer’s needs

This course provides an in-depth grounding in market segmentation as a process, revealing how you can adapt it to improve business performance, whether in a start-up or an established firm.

You will learn how data-driven segmentation can lead to long term success in competitive markets. You will grasp the relevance of the three stages of segmentation, targeting and positioning, and develop critical insights into how to apply it to gain a competitive advantage.

Thrive in the digital economy

The Digital Economy: Success Through Market Segmentation is one of four courses from The Open University about the digital economy, designed to help experienced managers get to grips with today’s technology-enabled business environment.

The course has been developed by The Open University Business School – a pioneering institution that is triple accredited by AMBA, EQUIS and AACSB.

Holders of FutureLearn Certificates of Achievement for all four Digital Economy courses can earn 15 UK credits towards The Open University Business School’s flexible MBA by passing a linked Open University assessment module (requiring separate OU registration and fee).


This course is intended for learners wanting to know about how the digital era is affecting market segmentation strategies of organisations, their customers and stakeholders. You do not require any previous knowledge or experience of marketing to study this course but you could benefit from having some knowledge of business in general.

Find further information about OU registration, the assessment module and MBA in the entry requirements. The Open University does not operate in Cuba, Iran, North Korea, Sudan and Syria. This means that Learners based in those countries will not be able to convert their participation in this Program to Open University course credits.

Take your first step towards an MBA

The Open University has launched a new FutureLearn postgraduate program of Massive Open Online Courses (MOOCs) which upon successful completion and combined with a linked OU assessment module will earn you credit towards our highly regarded Masters in Business Administration (MBA).

The program, created by the OU Business School, will enable you to develop your business, management and marketing skills to thrive in the digital economy. These online courses allow you the flexibility to study at your own pace, while having regular contact and input from mentors and fellow students.

How it works

The program consists of four MOOCs. In order to complete the program you will need to:

  • complete all of the MOOCs in the program
  • purchase the Certificate of Achievement for each MOOC
  • successfully complete the Open University assessment module*.

On successful completion of the Open University assessment module you will be awarded 15 credits towards our MBA. Visit our website to find more information on module fees, entry requirements and qualification regulations.

Registration on the OU Assessment Module is not open yet – more details on this will follow soon. The fee for the assessment module will be £499.

*The Open University does not operate in Cuba, Iran, North Korea, Sudan and Syria. This means that Learners based in these countries will not be able to convert their participation in this program to Open University course credits.

Eligibility for postgraduate loans (where applicable in your country)

The part-time postgraduate loan is designed as a contribution to the costs associated with a full master's course as opposed to a tuition fee loan to cover module fee costs. If the MOOC assessment module is being studied as part of an eligible master’s degree you would be eligible for a loan. You would be required to complete your registration in full, including payment of your fees, before loan instalments could be released to you by Student Finance England throughout the year.

There is no pro-rata support available where less than a full standalone master's course is undertaken, so the MOOC assessment module on its own would not be eligible for support.

Before you start you should also check:

  • That you meet the entry criteria of the qualification you intend to study.
  • The pricing of your proposed OU qualification in your home country.
  • Your eligibility for the part-time postgraduate loan if applicable.

The Digital Economy program

This program is ideal for you if you are a business professional with 3+ years’ experience, are seeking to step up to a role in senior management and considering MBA-level study to advance your career. The Digital Economy program is made up of four MOOCs:

  • Effective supply chain management
  • Success through market segmentation
  • Selling through customer insight
  • Finance for business growth.

Certificates of Achievement from all four MOOCs enable you to register for the assessment module and gain credit towards our MBA.

To APPLY click "Further official information" below and fill the application form.

Further Official Information

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