6 February – 3 March, 2017

Programme overview

Managing Market Segments and Customers is a deep dive module of a Marketing course. The program is very diverse and intensive combining different activities. The course not only implies the theoretical knowledge of different marketing concepts but also case method teaching.

Case method teaching enables the participants to immerse into realistic business situations. Cases provide the reality of managerial decision making — which includes incomplete information, time constraints, and conflicting goals — as participants learn how to analyze business situations. The case method packs more experience into each hour of learning than any other instructional approach. It stimulates thinking and encourages discussion. Not only is it the most relevant and practical way to learn managerial skills, it's exciting and fun. Harvard Business cases will be used for the course.


By the end of the program you will get a profound understanding on managing the market segments and customers. The case studies will help to understand the link between marketing strategy formulation and effective execution. Using segment and customer needs analysis to make product marketing and design decisions. Understanding segmentation, targeting, and positioning. Creating a pricing strategy. Managing channel conflict and maintaining consistency across channels. Using metrics to analyze performance. Appreciating the relationships among customer satisfaction, customer buying patterns, customer loyalty, and firm profitability. 

Who is the programme for?

The programme is targeted at marketing professionals who develop or lead marketing programs for their companies or client companies, as well as business managers and entrepreneurs wishing to broaden and deepen their marketing skills and toolkit and looking for new ideas. The programme is designed for specialists who possess good knowledge of marketing basics and have minimum two years of professional experience in marketing or related field.

This course is taught in Russian hence a good working knowledge of the language is essential.


Application and selection process

To register to the course you need:

  • Fill in the application form (required)
  • Send up to date CV to kakramov@wiut.uz (required)

After the submission of an application form and sending a CV, and if the minimum criteria is met you will be contacted by phone and if required invited to the interview.

Application deadline: 20th of January, 2017.

The number of places for the course is limited to 15.

As we have reached the required number of applicants the registration is closed. For more details please call: +998 71 2387400 (Ext. 426)


Programme structure

Managing Market Segments and Customers

1. Introduction

2. Marketing Strategy

3. Creating Customer Value

4. Consumer Behavior and the Buying Process

5. Business to Business Marketing

6. Segmentation,Targeting and Positioning (part 1)

7.Segmentation,Targeting and Positioning (part 2)

8. Brand Management

9. Pricing Strategy

10. Marketing Communications (part 1)

11. Marketing Communications (part 2)

12. Q & A, advising Session

Classes would be held three times a week, at 7:00 pm, from 6th of February  to 3rd of March, 2017

Price:  3 000 000 UZS

As we have reached the required number of applicants the registration is closed. For more details please call: +998 71 2387400 (Ext. 426)