Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, Place and Promotion), this course forces you to strategically analyze your product and/or service.
Ce cours fait partie de la Spécialisation Stratégie marketing
Marketing Mix Fundamentals
Offert par
À propos de ce cours
13,987 consultations récentes
Résultats de carrière des étudiants
80%
ont commencé une nouvelle carrière après avoir terminé ce cours
57%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
Résultats de carrière des étudiants
80%
ont commencé une nouvelle carrière après avoir terminé ce cours
57%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 3 sur 5 dans le
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant
Approx. 11 heures pour terminer
Recommandé : 9 hours/week
Anglais
Sous-titres : Anglais
Programme du cours : ce que vous apprendrez dans ce cours
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.
2 heures pour terminer
10 vidéos (Total 59 min), 6 lectures, 1 quiz
10 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
6 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
1 exercice pour s'entraîner
Graded Quiz18 min
1 heure 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.
1 heure pour terminer
6 vidéos (Total 48 min), 2 lectures, 1 quiz
6 vidéos
What is Price?7 min
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
2 lectures
Methods to Price Your Product10 min
Pay-per-laugh: Customers charged exactly for what they "consume"10 min
1 exercice pour s'entraîner
Graded Quiz14 min
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.
2 heures pour terminer
10 vidéos (Total 66 min), 3 lectures, 1 quiz
10 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
3 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
1 exercice pour s'entraîner
Graded Quiz12 min
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.
3 heures pour terminer
13 vidéos (Total 111 min), 5 lectures, 1 quiz
13 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
5 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
1 exercice pour s'entraîner
Graded Quiz14 min
Avis
4.5
Meilleurs avis pour MARKETING MIX FUNDAMENTALS
par CGJun 23, 2019
its a very crucial subect in marketing and i am happy thet i have got more knowledge about marketing mix fundamental
par APSep 16, 2018
The course is very informative, and interesting. Thank you so much to my instructor for instructing Ana Pelayo.
par BSMar 28, 2019
I am very much Greatfull to Coursera for giving me this opportunity to have a certified course thank you.
par VTJul 1, 2017
Very thorough course, For non- business guy, as the course progresses the difficulty level increases.
par DGOct 5, 2017
Excellent presentation skills and material. Very useful reading recommendations and interviews
par AASep 28, 2016
Interesting course. I'll advice anyone in the marketing field to take this course
par RVNov 1, 2017
Even with my years of marketing experience, I learned so much from this course.
par KBMar 18, 2018
NICE COURSE FULL OF USEFUL INFORMATION, AND A LOVELY ENGLISH ACCENT
par PPSep 27, 2017
A very basic course, taught in a very crisp & to the point manner.
par ASAug 14, 2016
Great course! Awesome Profs! Will definitely recommend..
par MSJun 15, 2019
Very good course. Very practical. Excellent instructors
Offert par
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.
À propos du Spécialisation Stratégie marketing
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.
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.
Quelle est la politique de remboursement ?
Une aide financière est-elle possible ?
D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.