About this course: 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.
Created by: IE Business School
Taught by: Ramon Diaz-Bernardo, Associate Professor
Marketing
| Basic Info |
Course 5 of 5 in the
Marketing Mix Implementation Specialization.
|
| Level | Intermediate |
| Commitment | 5 weeks of study, 4-6 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Introduction 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 video, 3 readings
- Video: Welcome to the Marketing Mix Implementation Capstone
- Reading: Outline of this Capstone and the evaluation process.
- Reading: Note regarding the case study method.
- Reading: Launching the Tesla Model X in the US: from word of mouth to mass marketing?
- Discussion Prompt: What makes Tesla so interesting?
- Discussion Prompt: Elon Musk, Co-Founder and CEO of Tesla Motors.
WEEK 2
Brand 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 videos, 3 readings, 1 practice quiz
- Video: Brand and Product Decisions for Tesla Motors
- Video: How to develop and launch new products.
- Video: Defining your brand model.
- Video: The touchpoint concept.
- Video: Idenifying your touchpoints.
- Video: Prioritizing the key touchpoints.
- Discussion Prompt: Elon Musk delivers Model S to first customers.
- Reading: Video test drive review of the Tesla Model S P90D.
- Practice Quiz: Brand and Product Management Practice Quiz regarding the Model S.
- Reading: Model X Key Characteristics
- Reading: Video driving review of the Model X.
Graded: Week 2 Brand and Product Management
WEEK 3
Pricing 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 videos, 3 readings, 1 practice quiz
- Video: Pricing strategies for Tesla Motors
- Video: Pricing Psychology
- Video: The pain of paying
- Video: Pricing Approaches
- Video: Optimal Price
- Reading: Tesla Motors Additional Information Module 3
- Reading: Tesla Model S Pricing
- Reading: Article regarding Model S and pricing structure
- Practice Quiz: Pricing Strategy Practice Quiz regarding Model S
Graded: Week 3 Pricing Strategy
WEEK 4
Channel 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 videos, 6 readings, 1 practice quiz
- Video: Channel management and retailing for Tesla Motors
- Video: How to Design a Distribution Channel
- Video: Key Factors in Channel Management
- Video: What are the Different Types of Channel Arrangements?
- Reading: The Tesla Approach to Distributing and Servicing Cars
- Reading: Tesla Reinvents the Car Buying Experience
- Reading: Video: The Tesla Store Experience
- Reading: Video: Tesla's Elon Musk May Disrupt Dealership Industry
- Practice Quiz: Channel management and retailing Practice Quiz regarding Model S:
- Reading: Tesla's European Customers Can Now Design Their Model X Online
- Reading: Tesla Supercharger Charging Stations
Graded: Week 4 Channel Management and retailing
WEEK 5
Integrated marketing communication decisions and final deliverable
During the final week of this capstone project you will consider the intergrated marketing decisions of Tesla and its new Model X. In this week, in addition to the regular assessments, you will also be required to prepare a final presentation - this will be structured around the Marketing Mix and will include new decisions that you will need to make about the Model X.
7 videos, 2 readings, 1 practice quiz
- Video: Integrated marketing communication for Tesla Motors
- Video: Communications Objectives
- Video: What are the Latest Trends in Digital Marketing?
- Video: Consumer Decision Making Process
- Video: Determining Marketing Communications Budget
- Video: Alternative Marketing
- Reading: Tesla’s Marketing Strategy: Accelerating the World into Sustainable Transport
- Reading: The Brilliant Tesla Advertising Strategy, or Lack Thereof
- Practice Quiz: Communication Strategy Practice Quiz regarding Model S:
- Video: Congratulations for completing this Capstone!
Graded: Week 5 Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
Graded: Final Presentation Report
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creators
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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
Excellent class. Well laid out and very practical.
I’m so glad that I decided to take the Marketing Mix Course. I have educated marketing factors including brand and product, pricing strategy, channel management and IMC; more importantly, how amazing they link to each other. The marketing mix program helps me to connect them and see the big picture.
Thank you very much indeed all professors
Excellent
Coursera provides universal access to the world’s best education, partnering with top universities and organizations to offer courses online.
© 2017 Coursera Inc. All rights reserved.
JV
The capstone was well constructed and the choice of Tesla as a case study was on point.However, it would be nice to have the option of preparing a marketing mix plan for our own business - as an option to replace the capstone. That being said, this is an excellent specialization and I would highly recommend to anyone wanting to learn how to apply marketing mix principles to real business situations. Excellent course!!!