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Approx. 17 heures pour terminer

Recommandé : 4 weeks of study, 4-7 hours/week...


Sous-titres : Anglais

Compétences que vous acquerrez

Marketing PlanMarket AnalysisPlanningMarketing Strategy

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

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Approx. 17 heures pour terminer

Recommandé : 4 weeks of study, 4-7 hours/week...


Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

6 heures pour terminer


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.

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.

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.

13 vidéos (Total 75 min), 1 quiz
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.

10 vidéos (Total 58 min), 1 quiz
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
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Principaux examens pour The Marketing Plan

par DOJun 8th 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 DVSep 5th 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.



Ramon Diaz-Bernardo

Associate Professor

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 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....
Stratégie marketing

Foire Aux Questions

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