SEGMENTATION STUDY GUIDE - Key Persons

Job Titles:

• Academic and Professional Expertise / Industry and Entrepreneurial Achievements / Author and Content Creator
• Marketing Expert

The Segmentation Study Guide was developed by Geoff Fripp to assist university-level marketing students in mastering the core principles of market segmentation, targeting, and positioning (STP). With a focus on practical application, the guide integrates theoretical foundations with real-world examples, making it an essential resource for marketing students and professionals. Geoff Fripp is an experienced marketing lecturer, practitioner, author and entrepreneur. He has been an adjunct lecturer at the University of Sydney since 2002, teaching in a variety of undergraduate and postgraduate subjects. In addition to Sydney University, he has also conducted programs for the University of Western Sydney, the University of Technology, Sydney, Wollongong University, the University of Canberra, as well as for specialist providers such as the Australian Institute of Management, the Center for Continuing Education (a specialist division of the University of Sydney). and the Think Education Group. In his academic roles, Geoff is celebrated for his ability to demystify complex marketing concepts, offering actionable insights that resonate with students and professionals alike. In recent years, Geoff has been involved with Pearson Education textbooks in Australia, developing case studies for the local Kotler series of marketing textbooks, working as a co-author on the initial editions of the localized Solomon marketing textbook, and having The Practical Marketing Workbook published. For general inquiries related to the Segmentation Study Guide, please email Geoff at geoff@segmentationstudyguide.com. (Note: This email is for general questions and does not provide direct assistance with university assignments. Geoff Fripp is a marketing expert with 40 years of combined academic and practical experience. He spent over 20 years as a marketing lecturer at leading Australian universities, including the University of Sydney. Geoff's industry experience spans senior roles with Telstra, Royal Sun Alliance, and St. George Bank, as well as founding and managing a successful small business. Now focused on developing practical resources like Segmentation Study Guide and Great Ideas for Teaching Marketing, Geoff specializes in market segmentation, perceptual mapping, and consumer behavior, helping educators and marketers bridge the gap between theory and practice.