Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan. You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example.
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Spécialisation Stratégie marketingIE Business SchoolÀ propos de ce cours
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Résultats de carrière des étudiants
67%
ont commencé une nouvelle carrière après avoir terminé ce cours
70%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
25%
a obtenu une augmentation de salaire ou une promotion
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 4 sur 5 dans le
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Approx. 17 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
Compétences que vous acquerrez
Marketing PlanMarket AnalysisPlanningMarketing Strategy
Résultats de carrière des étudiants
67%
ont commencé une nouvelle carrière après avoir terminé ce cours
70%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
25%
a obtenu une augmentation de salaire ou une promotion
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 4 sur 5 dans le
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Approx. 17 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
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.
Programme du cours : ce que vous apprendrez dans ce cours
6 heures pour terminer
Analysis
Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments.
6 heures pour terminer
10 vidéos (Total 53 min), 2 lectures, 1 quiz
10 vidéos
The marketing plan: interview with Veronica Santos.6 min
The Marketing Plan definition.5 min
Objectives and structure of The Marketing Plan.6 min
The 4 main parts of a marketing plan.5 min
Critical elements of the external analysis.5 min
Critical elements of the internal analysis.4 min
The SWOT Matrix.6 min
The Nissan Leaf case.5 min
How to complete assignment 1: analysis.3 min
2 lectures
The Nissan Leaf Case1 h
The manager's guide to competitive marketing strategies - Norton, Paley.1h 30min
5 heures pour terminer
Marketing Strategy
Welcome to the marketing strategy part of the course. Here, you will learn how to identify the best target segment for your brand, product or service and also how to position your company in order to best reach them. You will also begin to understand the benefits and drawbacks of trying to attract new customers or retain existing ones.
5 heures pour terminer
8 vidéos (Total 55 min), 2 lectures, 1 quiz
8 vidéos
What is marketing strategy?5 min
Marketing strategy definition.10 min
Financial and non-financial objectives.4 min
The customer attraction vs customer retention dilemma.7 min
Identifying the best target segment for your product or service.9 min
How to identify the best positioning for your product or service?9 min
How to complete assignment 2: marketing strategy.4 min
2 lectures
The Marketing Plan - Multimedia45 min
Marketing decision making and the management of pricing successful business tools.1h 30min
3 heures pour terminer
Marketing Mix Implementation
Welcome to the third part of The Marketing Plan - the marketing mix implementation. This is the action phase. Here, you will use the lessons learned in modules one and two to decide where you are going to invest your time and money, in regards to marketing. You will become familiar with the 4 P's of marketing and also learn how to effectively price your product or service. Finally, you will begin to understand which channel or combination of channels are best suited to marketing your brand.
3 heures pour terminer
13 vidéos (Total 75 min)
13 vidéos
Marketing mix definition: short-term and tactics vs long-term tactics.7 min
Deciding product strategy: the product lifecycle.4 min
Deciding product strategy: product levels.5 min
Deciding product strategy: branding strategy.5 min
An interview with Martin Boehm.4 min
Pricing strategy.8 min
Distribution channels: interview with Maria Teresa Aranzabal.6 min
Distribution channel strategy.7 min
Integrated communication strategy: an interview with Eda Sayin.7 min
How to build an integrated communication strategy: part 1.6 min
How to build an integrated communication strategy: part 2.5 min
How to complete assignment 3: marketing mix implementation?4 min
3 heures pour terminer
Expected results
Welcome to the final part of The Marketing Plan course - the expected results. Here, you will use metrics to make realistic estimates to how successful your marketing plan has been. This is document that will be used to test whether or not your marketing plan has been successful in the future. You will, most importantly, learn how to produce a profit and loss account, which will predict, and ultimately judge, the financial success of your marketing strategy and implementation.
3 heures pour terminer
10 vidéos (Total 58 min)
10 vidéos
Interview with Luis Rodriguez Baptista.9 min
The expected results definition.3 min
Metrics for financial objectives.7 min
Metrics for non-financial objectives: brand awareness5 min
Metrics for non-financial objectives: social media brand.4 min
Metrics for strategic objectives.6 min
Metrics for customer objectives.6 min
The Marketing Plan budget.8 min
How to complete assignment 4: expected results?3 min
Avis
Meilleurs avis pour THE MARKETING PLAN
par EA17 déc. 2020
This course simplified everything that was learnt in the previous courses and gave a suitable straightforward approach to developing a marketing plan. The instructor was superb!
par DO7 juin 2017
Easy to navigate. Refined and professional instructor. Make it easy to relate and learn by quoting relevant examples throughout. All in all it was a great learning experience.
par DV4 sept. 2016
Amazing course..simple,lucid language for our understanding. It helped me a lot. Thank you so much for introducing this entire marketing strategy series of courses.
par KS18 juin 2017
The content and the instructor and the course is very clear and mind mapped very well, I was able to do my Company Marketing Plan for 2017 using this knowledge
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?
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