Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions.
The course will cover the following:
1. Marketing Fundamentals
2. Product, Pricing and Channel Decisions
3. Building Strong Brands
4. Communication Strategy
Ce cours fait partie de la Spécialisation Foundations of Management
Marketing: Customer Needs and Wants
proposé par
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1Course Overview & Week 1
Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.
16 vidéos (Total 78 min), 4 lectures, 1 quiz
16 vidéos
1.- Course Outline2 min
2.- Week 1 Overview3 min
3.- Framing Marketing Challenges, Part 14 min
4.- Framing Marketing Challenges, Part 26 min
5.- The Marketing Process, Part 16 min
6.- The Marketing Process, Part 24 min
7.- Segmentation, Part 14 min
8.- Segmentation, Part 23 min
9.- Segmentation Part 35 min
10.- Segmentation Part 42 min
11.- Marketing Research, Part 17 min
12.- Marketing Research, Part 25 min
13.- Marketing Research, Part 34 min
14.- Targeting and Positioning, Part 16 min
15.- Targeting and Positioning, Part 25 min
4 lectures
Syllabus10 min
About Week 110 min
Required Reading10 min
Week 1 Quiz Solutions Key10 min
1 exercice pour s'entraîner
Week 118 min
Semaine
2Week 2: Product, Pricing & Channel Design
It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels.
17 vidéos (Total 80 min), 3 lectures, 1 quiz
17 vidéos
1.- Week 2 Intro2 min
2.- Product Definition, Part 17 min
3.- Product Definition, Part 23 min
4.- Estimating Product Demand, Part 14 min
5.- Estimating Product Demand, Part 24 min
6.- Managing Products, Part 13 min
7.- Managing Products, Part 25 min
8.- Managing Products, Part 33 min
9.- Pricing Fundamentals, Part 15 min
10.- Pricing Fundamentals, Part 24 min
11.- Pricing Fundamentals, Part 33 min
12.- Pricing Fundamentals, Part 45 min
13.- Pricing Fundamentals, Part 54 min
14.- Channel Design, Part 14 min
15.- Channel Design, Part 27 min
16.- Channel Management7 min
17.- Week 2 Recap1 min
3 lectures
About Week 210 min
Required Reading10 min
Week 2 Quiz Solution Key10 min
1 exercice pour s'entraîner
Week 216 min
Semaine
3Week 3: Building Strong Brands
Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand.
13 vidéos (Total 55 min), 2 lectures, 1 quiz
13 vidéos
1.- Week 3 Intro1 min
2.- Defining Brands4 min
3.- What Things Can Be Branded?4 min
4.- Why Are Brands Important?, Part 14 min
5.- Why Are Brands Important?, Part 23 min
6.- The Value of a Brand, Part 14 min
7.- The Value of a Brand, Part 26 min
8.- Brand Equity5 min
9.- The Branding Process, Part 16 min
10.- The Branding Process, Part 23 min
11.- Brand Extensions, Part 14 min
12.- Brand Extensions, Part 26 min
13.- Week 3 Recap53s
2 lectures
About Week 310 min
Week 3 Quiz Solution Key10 min
1 exercice pour s'entraîner
Week 316 min
Semaine
4Week 4: Communication Strategy
Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.
11 vidéos (Total 47 min), 1 lecture, 2 quiz
11 vidéos
1.- Week 4 Intro1 min
2.- Communications Framework1 min
3.- Mission And Market7 min
4.- Map The Decision Making Process, Part 16 min
5.- Map The Decision Making Process, Part 24 min
6.- Message and Content4 min
7.- Media, Part 14 min
8.- Media, Part 26 min
9.- Measurement5 min
10.- Week 4 Recap1 min
Conclusion to the Course1 min
1 lecture
About Week 410 min
1 exercice pour s'entraîner
Week 4 - Part 114 min
4.4
34 avis67%
a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
50%
a obtenu une augmentation de salaire ou une promotion
Meilleurs avis
par RT•May 2nd 2017
Good understanding of methods to know what customer think and how they think.\n\nUseful for anyone doing market related activities. No indepth background needed to get into this course.
par MP•Mar 9th 2018
Content wise its very rich and a good course for marketing student...must learn from this course.
Enseignant
Mario Capizzani
LecturerMarketing
À propos de IESE Business School
For over fifty years, IESE, the graduate business school of the University of Navarra, has been at the forefront of management education, developing and inspiring business leaders who strive to make a deep, positive and lasting impact on the people, companies and society they serve.
À propos de la Spécialisation Foundations of Management
Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of financial, marketing and decision-making principles and other management fundamentals will help you achieve your professional goals - be it getting promoted in your current job, getting ready for a MBA program, or starting your own company.
This Specialization will give you a comprehensive introduction to the practice of management through the lens of four key disciplines: accounting, finance, marketing, and organizational behavior. In each course, you'll analyze real business cases from these four perspectives. In the final Capstone Project, you’ll apply what you’ve learned to develop a holistic solution to a real-world business dilemma.
This Specialization will provide you with the skill set needed to help achieve the next step in your career.
Foire Aux Questions
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