For this week’s blog, I will be analyzing potential segments for Coursera. Since Coursera has multiple target markets, pricing plans, and partnerships, it will be fairly easy to determine a market segment. I will explain potential segments who are most likely to purchase a Coursera course and which marketing strategies are most effective. I will also address four segment key points that all segments have in common. Additionally, I will also add a bonus market segment, where I will also recommend strategies tailored to that specific audience.

Market Segments & Strategies

I identified several marketing segments and strategies that Coursera uses for its target markets. Highly specialized entry-level federal law enforcement (FBI agents, ICE, CIA, etc.) are the first market segment that I identified in Coursera. This segment usually requires a bachelor’s degree and further education. Consumers in this segment don’t have a specific geographic location, as they operate under a nationwide (and sometimes international) jurisdiction. However, this segment is likely to pursue further education because many of them are underskilled. The income level can vary, but they are often underpaid. “Based on their qualifications, new special agents start anywhere between GS grade 5, step 1 and GS grade 9, step 10. In 2024, this includes a base salary range of $41,781 to $68,442 before locality and availability pay.” (Bureau of Alcohol, Tobacco, Firearms and Explosives, 2024). Additionally, this segment is subject to strict salary caps. Members of this group are expected to possess strong ethical and moral values. In addition, this segment is expected to be assertive and action-oriented. Since the majority of people within this segment are underpaid and collect personal debt, they often look for discounts and free offers before investing time into a service.

Since specialized federal law enforcement agencies face public scrutiny, underpay, and mistrust, Coursera has several methods to properly segment this market. Coursera partners with non-profit organizations, accredited universities, and government institutions that specialize in law enforcement agencies. This is also great for accommodating the fact that the segment has a skills gap, which can potentially build public trust. Additionally, Coursera offers discounts and financial assistance for this segment, which makes it more attractive since they are often underpaid.

Entry-level marketing specialists are the next segment that Coursera deliberately targets. The audience representing this segment often needs professional certifications in addition to a bachelor’s in business administration (or a related field). In some cases, companies will completely ignore this segment, regardless of their professional or academic achievements, if they don’t have a specific certificate that’s offered exclusively on Coursera. There are slightly more men in marketing than women (52 percent). The majority of marketers don’t have a Master’s degree (about 80 percent). The majority of entry-level marketers are located in metropolitan areas. Segments within this group are goal-oriented, creative, and have a strong interest in technology. Entry-level marketers spend their personal money on services and products that help them with career placement. According to NuPaths (n.d.), “With a marketing certification, you’re able to demonstrate your knowledge and skills in specific areas of digital marketing, like content strategy, paid advertising, or analytics. Certifications from respected platforms like Google, HubSpot, or Facebook aren’t just certificates—they’re proof of expertise that employers trust”.

Coursera segments this market by partnering with Fortune 500 companies to make some of their certification courses. Since this segment spends its personal money on professional certifications and marketing tools, it will be more likely to invest time and resources into certain Coursera courses. Entry-level marketers are also more likely to be in student debt, so Coursera offers various ways for them to pay for their courses.

University admissions counselors are the third group that I’ve noticed Coursera targets as a segment. Professionals within this segment are required to have at least an undergraduate degree. However, some universities might require a master’s degree. This segment is located in big metropolitan areas, wealthy high schools, and underrepresented locations. The consumers in this segment value knowledge and problem-solving. According to Walden University (n.d.), “They come up with unique solutions based on knowledge of their school, their community, and the counseling profession. Lifelong learning, professional development, and community involvement are three ways that counselors can increase their knowledge and resourcefulness to benefit their student clients”. Nationally, a University admissions counselor can expect to make between $30k and $52k annually.

Since this specific segment values higher education and lifelong learning, Coursera targets them by partnering with other universities to create academic certificates. It also has college degrees that are approved by the Department of Education, and are eligible for federal financial aid. This segmentation strategy makes learning on Coursera feel more like an accredited university.

Segmentation Strategy Key Points

• Price acquisition is the first segment strategy key point that I spotted. Coursera has various ways for each segment to pay for its services. Coursera has free courses that don’t come with certifications. It offers monthly, annual, and one-time payments to accommodate each segment’s financial needs. It also accepts federal student loans for some certifications. Special government reductions and discounts are also provided.

• Utilitarian value is promised to each segment that I’ve mentioned above with a unique reward. Entry-level marketers are promised a competitive advantage compared to other applicants who apply for the same roles. Specialized federal law-enforcement agencies are promised the potential to build public trust. Finally, Coursera promises university admissions counselors that students are more likely to perform better in college after taking a course.

• Coursera courses can also act as a functional need in some circumstances. Entry-level marketers are sometimes expected to have specific certifications to be considered for some positions. For example, several entry-level marketing jobs on Indeed required me to have a Google: Digital Marketing & E-Commerce certification from Coursera. Many specialized federal law enforcement agencies have to develop new skills quickly and efficiently. University admissions counselors might need to take certain online courses so they can develop new skills and learn the latest trends.

• Targeted business partnerships are the final key point I’m going to mention in this blog. Coursera partners with specific businesses to make their services more credible to each segment. Coursera strategically partners with non-profits and government agencies to segment specialized federal law enforcement agencies. It also works with Fortune 500 companies to understand which skills are in the highest demand, which is meant to segment entry-level marketers. Ivy League and other top universities are also strategic partners, which are used to segment university admission counselors.

New Market

Market Segment: A great segment for Coursera is part-time undergraduate students. “The national average part-time college student pay is around $34, 464” (Zip Recruiter, 2025). Many part-time undergrads rely on a part-time job that helps pay for tuition and books.

Market Segment Strategies: My market segment strategy would be heavily reliant on price comparison. Obtaining a bachelor’s degree through Coursera ranges between $9k and $20k, and a master’s can range between $20k and $27k. According to Sarah Wood (2024), “The average total student debt hovers near $30,000, with 2024 college graduates owing $494 more in loans on average compared with the prior year, according to U.S. News data”. In comparison, getting a degree through Coursera is financially safer than going to a traditional college.

I will also use accelerated learning as a segment strategy. Students want to finish their degrees because going to college takes up a lot of time and energy. Since Coursera partners with various universities, this market will be able to work on professional certifications for free that can be used to speed up their programs.

For this specific segment, I would use a combination of SEO and SEM. Since Coursera partners with Fortune 500 companies and various universities, it will be easy for me to encourage industries to add backlinks that will direct this market to Coursera’s website. I can also pay the search engines to add Coursera when certain short-tail and long-tail keywords are used. Since most people are more likely to use resources that are on the first page of an internet search, investing time and money in SEM purposes will make Coursera stand out. Also, almost all college students will use a computer to conduct research. Finally, I will strive to have a feature snippet on Google. It’s important to consider that search engines provide the most relevant, helpful, and clear answers to a question. Most people who ask Google a question are more likely to ignore the other sources below the featured snippet.

References

Bureau of Alcohol, Tobacco, Firearms and Explosives (2024). Salary and Benefits for Special Agents. U.S. Department of Justice. https://www.atf.gov/careers/salary-and-benefits-special-agents#:~:text=Base%20Salary%20Range,Availability%20Pay

NuPaths (n.d.). Are Marketing Certifications Worth It for Starting a Digital Marketing Career?. Pennsylvania State Board of Private Licensed Schools. https://nupaths.org/are-marketing-certifications-worth-it-for-starting-a-digital-marketing-career-heres-why/

Walden University (n.d.). Twelve Traits of a Good School Counselor. https://www.waldenu.edu/online-masters-programs/ms-in-school-counseling/resource/twelve-traits-of-a-great-guidance-counselor

Wood, Sarah (2025). How Much Student Loan Debt Does the Average College Graduate Have?. U.S. News & World Report. https://www.usnews.com/education/best-colleges/paying-for-college/articles/see-how-student-loan-borrowing-has-changed

Zip Recruiter (n.d.). Part-Time College Student Salary. https://www.ziprecruiter.com/Salaries/Part-Time-College-Student-Salary