After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
Your analysis will focus on Tesla Motor's and the launch of their Model X automobile. After making decisions regarding each of the four P's in peer graded exercises, you will prepare a final presentation for the launch of the car.
Ce cours fait partie de la Spécialisation Mise en œuvre d'un marketing mix
Marketing Mix Implementation Capstone
proposé par
À propos de ce cours
4.6
39 notes
Compétences que vous acquerrez
PricingCommunicationProduct ManagementMarketing
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1Introduction to this capstone and the Tesla Motor's case study.
In this module you will be introduced to the Tesla Motor's through a case study. This will form the basis of this capstone, along with other information about the company. You will also find information about what will be required of you in each of the modules. In this particular case we are going to talk about the launch of the new model X, so we have to go back to 2014, when this case was written and take into consideration everything we have seen in the specialization. At the end of each week (excluding week 1) you will have a quiz, where you will be able to apply the theory learned during this specialization regarding the Model S, the model already in the market. Also week's 2 through 5, you will need to complete a peer graded assignment regarding the new Model X. In addition to this a final peer graded final presentation will need to be prepared at the end of Week 5 - here you will have to take decisions as marketing director of tesla and support these.
1 vidéo (Total 4 min), 3 lectures
3 lectures
Outline of this Capstone and the evaluation process.10 min
Note regarding the case study method.10 min
Launching the Tesla Model X in the US: from word of mouth to mass marketing?30 min
Semaine
2Brand and product management decisions
In this module you will apply the theory you have learned from the Brand and Product Management course to the Tesla Motors case study. After an introduction to the module from the professor, we recommend that you review some of the key lectures from the Brand and Product Management course. Finally, you will be able to check your understanding of the current situation in a practice quiz and make decisions about the Model X in the peer graded assignment.
6 vidéos (Total 37 min), 3 lectures, 2 quiz
6 vidéos
How to develop and launch new products.9 min
Defining your brand model.4 min
The touchpoint concept.6 min
Idenifying your touchpoints.6 min
Prioritizing the key touchpoints.7 min
3 lectures
Video test drive review of the Tesla Model S P90D.25 min
Model X Key Characteristics10 min
Video driving review of the Model X.25 min
1 exercice pour s'entraîner
Brand and Product Management Practice Quiz regarding the Model S.20 min
Semaine
3Pricing strategy decisions
In this module you will apply the theory you have learned from the pricing strategy course to the Tesla Motors case study. The structure of this module will be similar to that of the previous week, with a practice quiz and peer graded assignment making up the assessments.
5 vidéos (Total 18 min), 3 lectures, 2 quiz
5 vidéos
Pricing Psychology2 min
The pain of paying7 min
Pricing Approaches2 min
Optimal Price2 min
3 lectures
Tesla Motors Additional Information Module 310 min
Tesla Model S Pricing10 min
Article regarding Model S and pricing structure15 min
1 exercice pour s'entraîner
Pricing Strategy Practice Quiz regarding Model S20 min
Semaine
4Channel management and retailing decisions
By this time you have probably realized that Tesla Motor's channel management is unlike those of regular automobile manufacturers. In this week, you will study more closely Tesla's distribution strategy and think about how whether it is suitable for the launch of Model X. As before, you will firstly analyze the current situation of Model S and then move on to making channel management decisions for Model X.
4 vidéos (Total 18 min), 6 lectures, 2 quiz
4 vidéos
How to Design a Distribution Channel5 min
Key Factors in Channel Management3 min
What are the Different Types of Channel Arrangements?5 min
6 lectures
The Tesla Approach to Distributing and Servicing Cars15 min
Tesla Reinvents the Car Buying Experience10 min
Video: The Tesla Store Experience5 min
Video: Tesla's Elon Musk May Disrupt Dealership Industry6 min
Tesla's European Customers Can Now Design Their Model X Online10 min
Tesla Supercharger Charging Stations15 min
1 exercice pour s'entraîner
Channel management and retailing Practice Quiz regarding Model S:20 min
4.6
6 avis50%
a commencé une nouvelle carrière après avoir terminé ces cours
83%
a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
33%
a obtenu une augmentation de salaire ou une promotion
Meilleurs avis
par AA•Feb 8th 2017
Excellent class. Well laid out and very practical.
Enseignant
Ramon Diaz-Bernardo
Associate ProfessorMarketing
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 Mise en œuvre d'un marketing mix
In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
Foire Aux Questions
Quand aurai-je accès aux vidéos de cours et aux devoirs ?
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.
À quoi ai-je droit si je m'abonne à cette Spécialisation ?
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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