Segmentation, Value, and Launch Strategy

Stanford Online uses business cases to connect segmentation, targeting and positioning with the value customers perceive. Functional, economic, brand and psychological value provide different ways to explain an offer. It suits learners who want to reason through a launch decision and understand why the same product may need a different position for another audience, rather than repeat a single launch formula.

What you will learn

• Apply segmentation, targeting and positioning.
• Compare sources of customer value.
• Explore brand equity and new-product launch decisions.

Who this suits

Beginners ready to discuss business cases and marketing decisions. Case examples illustrate reasoning; their outcomes should not be treated as predictions for another product or market.

Before you enroll

Review the industry and stage of business used in the examples. Product marketing, product management and sales have related but different responsibilities. Check course-level access and certificate terms separately from any full specialization. Use invented product information in public exercises, and treat research findings or launch plans as hypotheses that require evidence rather than assured business results.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Compare two audiences for an imaginary product. Explain which source of value matters to each, draft a positioning statement for one and identify a launch assumption that would need testing.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

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