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  • Melbourne: 18 May. Venue: Cliftons Melbourne, Level 1, 440 Collins Street.
  • Sydney: 30 July. Venue: Cliftons Sydney, Level 8, 190 George Street.
  • Hobart: 27 September. Venue: The Old Woolstore, Apartment Hotel, 1 Macquarie Street.

Online registration – click relevant date above | PDF registration


This one-day workshop has an in-depth look at understanding which of the identified customer segments should be targeted. Specifically covered is a methodology that will allow participants to evaluate segments using segmentation profiles to develop a better understanding of which segments are likely to provide better results through targeting than others, both now and at predetermined intervals.

Utilising the Dibb-Simkin Segment Evaluation technique (2006), individuals and small groups can develop a list of aspects that define why a segment maybe more or less attractive to the organisation. A list of aspects are also developed that are specific to the organisation's ability to target customers.

Using a Delphi-style technique, a set of ratings are generated for each aspect based on its importance to the organisation. A further set of numbers are then generated for each potential segment against each of the variables. This then gives a set of averaged, plotable metrics to assess which segments are both attractive and can be serviced by the organisation. Using the same method, preferably backed by market intelligence, participants can also quantify change in segments attractiveness and the organisation's ability to target them in future periods. This further enhances participants' knowledge on who to target now, who to target in the future and what resources might be needed to achieve that.

This insight into existing customer profiles can lead to further discussion in the organisation on different segmentation techniques to cut through the competitive noise and formulate a unique and powerful segmentation strategy.

This workshop qualifies for eight hours of professional development under the Institute's Certified Practising Marketer program.


  • Customers, opportunities and organisational strategy
  • Segment attractiveness
  • Organisational capability
  • Segment selection

For more details about the workshop, see the full 2012 Foundations workshops PDF brochure (PDF, click here).


Cost (inc GST): AMI CPM Members $560; AMI Members $590; Non-members $790
Interstate CPM $280; Interstate AMI Member $295.

Online registration is available; click the relevant date at the top of the page. Individuals can register themselves and colleagues online.

PDF registration can be used for individual or group bookings. The 2012 Foundation workshop PDF brochure contains more detailed information about each workshop and a registration form (PDF, click here) (registration PDF only).

FAX 1300 131 468
TEL 1300 737 445
EMAIL events@ami.org.au
MAIL Foundation Workshops, Australian Marketing Institute, GPO Box 5295, Sydney NSW 2001

Foundation Workshops | Principles of Marketing | Effective Marketing Plans from Strategy to Tactics | Principles of Marketing Budgets | Principles of Digital Marketing | Business and Public Relations Writing | Social Media Applications for Business | Marketing for Professional Services | Project Management Skills for Marketing Professionals | Principles of Media Release Writing | Principles of Online Writing | Segmentation for Competitive Advantage | Principles of Service Design

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2009 Australian Marketing Institute