Laura Lake, author of Consumer Behavior for Dummies takes the lead for the first four weeks of class, focusing on segmentation of your consumer audience. Laura helps you determine your best target audience and the best marketing method to reach that audience.

Week 1: Understanding the Importance and Value in Segments
Week 2: Identifying Pain Points and Consumer Needs
Week 3: Creating an Effective Marketing Message that Will Help You Sell
Week 4: Selecting the Right Marketing Method to Reach that Consumer

By the end of week four you will have segmented your target audience, created a marketing piece that effectively positions your product or service and are ready for the next phase: Implementation.