À propos de ce cours
4.4
196 notes
32 avis
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

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Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant

Niveau débutant

Heures pour terminer

Approx. 11 heures pour terminer

Recommandé : 8 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant

Niveau débutant

Heures pour terminer

Approx. 11 heures pour terminer

Recommandé : 8 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
2 heures pour terminer

Product and Product Policy

At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services....
Reading
10 vidéos (Total 59 min), 6 lectures, 1 quiz
Video10 vidéos
Marketing Warfare: Intro to the Course5 min
What is a Product? Product Definition and Product Levels8 min
Product & Service Decisions4 min
What is a Brand?7 min
The Product Life Cycle6 min
Planned Obselescence6 min
Product Strategy Matrices: BCG Matrix7 min
Product Strategy Matrixes: McKinsey/General Electric Matrix7 min
Product Strategy Matrices: Ansoff Matrix5 min
Reading6 lectures
Product Life Cycle Stages10 min
Planned Obsolescence10 min
Here's the Truth about the Planned Obsolescence of Tech10 min
BCG Classics Revisited: The Growth Share Matrix10 min
Enduring Ideas: The GE-McKinsey Nine-Box Matrix10 min
Product Policy: 6 Essential Components of a Sound Product Policy10 min
Quiz1 exercices pour s'entraîner
Graded Quiz18 min
Semaine
2
Heures pour terminer
1 heures pour terminer

Price and Pricing Policy

At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services....
Reading
6 vidéos (Total 48 min), 2 lectures, 1 quiz
Video6 vidéos
The Emergence of Internet Pricing9 min
Internal Factors Affecting Price Definition7 min
External Factors Affecting Price Definition8 min
General Pricing Approaches 1: Cost-Based6 min
General Pricing Approaches 2: Value-Based7 min
Reading2 lectures
Methods to Price Your Product10 min
Pay-per-laugh: Customers charged exactly for what they "consume"10 min
Quiz1 exercices pour s'entraîner
Graded Quiz14 min
Semaine
3
Heures pour terminer
2 heures pour terminer

Channel Management and Retailing

At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing....
Reading
10 vidéos (Total 66 min), 3 lectures, 1 quiz
Video10 vidéos
Key Factors in Designing a Distribution Channel6 min
How to Manage Channels and Resolve Conflict5 min
The Nature of Trade Marketing4 min
How is Trade Marketing Evolving?5 min
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13 min
Important Developments in Retailing6 min
Retail Strategy and Multichannel Retailing5 min
Global Growth Opportunities and Entry Strategies6 min
The Emergence of Online Retail Channels6 min
Reading3 lectures
Strategic Channel Design10 min
Three Rules for Buiding the Modern Retail Organization10 min
Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10 min
Quiz1 exercices pour s'entraîner
Graded Quiz12 min
Semaine
4
Heures pour terminer
3 heures pour terminer

Marketing Communications

At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion....
Reading
13 vidéos (Total 111 min), 5 lectures, 1 quiz
Video13 vidéos
Developing Effective Communications9 min
Establishing the Marketing Communications Budget8 min
Deciding on the Marketing Communication Mix8 min
Managing the Integrated Marketing Communications Process4 min
Expert Interview: José María Rull, President and CEO of DDB Spain13 min
Managing Media and Evaluating Effectiveness7 min
Developing an Advertising Program10 min
Sales Promotion, PR, Events and Experiences8 min
Direct and Interactive Marketing8 min
Developing the Sales Force5 min
Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18 min
Trailer: The Marketing Plan50s
Reading5 lectures
Recommended Reading: Designing and Managing Marketing Communications10 min
How Advertising Works: What Do We Really Know?10 min
Managing Brands for the Long Run10 min
A Strategic Perspective on Sales Promotions10 min
Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications10 min
Quiz1 exercices pour s'entraîner
Graded Quiz14 min
4.4
32 avisChevron Right
Orientation de carrière

50%

a commencé une nouvelle carrière après avoir terminé ces cours
Avantage de carrière

50%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

Meilleurs avis

par APSep 17th 2018

The course is very informative, and interesting. Thank you so much to my instructor for instructing Ana Pelayo.

par VTJul 2nd 2017

Very thorough course, For non- business guy, as the course progresses the difficulty level increases.

Enseignants

Avatar

Maria Teresa Aranzabal

Professor
Marketing
Avatar

Fernando Cortiñas

Professor
Marketing

À propos de IE Business School

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

À propos de la Spécialisation Marketing Strategy

Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start? Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan. In the final capstone project you will develop a Marketing Plan for a product or service....
Marketing Strategy

Foire Aux Questions

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

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