À propos de ce cours
4.5
296 notes
66 avis
Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan. In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills. The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract....
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Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Beginner Level

Niveau débutant

Clock

Approx. 10 hours to complete

Recommandé : 4 weeks of study, 1-2 hours/week...
Comment Dots

English

Sous-titres : English...

Compétences que vous acquerrez

Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
Stacks
Globe

Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Beginner Level

Niveau débutant

Clock

Approx. 10 hours to complete

Recommandé : 4 weeks of study, 1-2 hours/week...
Comment Dots

English

Sous-titres : English...

Programme du cours : ce que vous apprendrez dans ce cours

Week
1
Clock
2 heures pour terminer

Positioning introduction

In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined....
Reading
7 vidéos (Total 25 min), 3 lectures, 2 quiz
Video7 vidéos
1.0 Why positioning?3 min
1.1 Where should we start?5 min
1.2 Positioning as a key element in the marketing process4 min
1.3 Market environment analysis: Context and Customers4 min
1.4 Market environment analysis: Collaborators, Competitors and Company2 min
1.5 What do we get from a proper positioning?3 min
Reading3 lectures
Marketing in the age of fragmentation10 min
The Evolution of Marketing30 min
Mountain Dew Kickstart comes alive10 min
Quiz2 exercices pour s'entraîner
Marketing process and Positioning10 min
Marketing process and Positioning14 min
Week
2
Clock
2 heures pour terminer

Segmentation

In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segmentation....
Reading
10 vidéos (Total 41 min), 4 lectures, 3 quiz
Video10 vidéos
2.1 Mass market, market segments, niche markets and individuals1 min
2.2 Segmentation levels4 min
2.3 Why should we segment?2 min
2.4 Reasons to segment3 min
2.5 Segmentation criteria: geographic and demographic3 min
2.6 Segmentation criteria: psychographic and behavioral5 min
2.7 How to come up with an effective segmentation?3 min
2.8 Segmentation models4 min
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9 min
Reading4 lectures
The art and science of consumer segmentation10 min
Personalised targeting: Don’t get personal get social10 min
Holistic segmentation10 min
Why Unilever believes “consumers are dead”10 min
Quiz3 exercices pour s'entraîner
Segmentation and targeting12 min
In the following exercise you will have to identify to which segmentation criteria each sentence is related with14 min
Segmentation and targeting 26 min
Week
3
Clock
2 heures pour terminer

Differentiation and Value Proposition

In the third module, the second element of positioning is addressed: Value proposition and differentiation. Both the value proposition and differentiation concepts are presented, following up with how to come up with them effectively and potential strategies to be followed....
Reading
9 vidéos (Total 35 min), 4 lectures, 2 quiz
Video9 vidéos
3.1 What is differentiation and value proposition?2 min
3.2 Positioning in real life: Exercise3 min
3.3 Frame of reference, points of parity and points of difference5 min
3.4 How to come up with the points of difference?4 min
3.5 The three circles model (Urbany & Davis)4 min
3.6 Differentiation strategies4 min
3.7 Session 3 Summary1 min
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5 min
Reading4 lectures
Denny: Fighting commoditization with differentiation10 min
Differentiation that matters10 min
BigPond – Why Emotional differentiation wins10 min
Differentiation or Salience10 min
Quiz2 exercices pour s'entraîner
Differentiation & positioning. Please fill out the following sentences:8 min
Differentiation & value proposition12 min
Week
4
Clock
3 heures pour terminer

Positioning

In the fourth module we speak about positioning itself. The positioning concept is analyzed and practical tools are shared to define it . Furthermore, key marketing strategies and market trends affecting positioning are offered....
Reading
12 vidéos (Total 58 min), 8 lectures, 3 quiz
Video12 vidéos
4.1 What is positioning?3 min
4.2 Positioning examples at Citroën10 min
4.3 Positioning Statement3 min
4.4 How to define the Commercial Plan based on the positioning?5 min
4.5 How to come up with the value proposition? Positioning maps4 min
4.6 Spider Web Perceptual Maps3 min
4.7 Alternative Positioning Strategies6 min
4.8 Key trends impacting Positioning (1/2)7 min
4.9 Key trends impacting Positioning (2/2)7 min
4.10 Course wrap up4 min
Ready to continue on this journey? min
Reading8 lectures
Chobani Plain Inspiring10 min
Dennys reinvents the American dinner10 min
Positioning Maps Multimedia10 min
Vodafone Egypt: How to make the small seems big10 min
Consumers in 2016: Generation swipe10 min
Can big data and analysis replace intuition?10 min
Innovation beyond blue oceans10 min
Super personalize me! When technological advance meets consumer power10 min
Quiz3 exercices pour s'entraîner
Positioning12 min
Positioning14 min
Match these sentences regarding Positioning2 min
4.5
Briefcase

83%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

Meilleurs avis

par NMDec 21st 2016

Professor Ignacio elaborated the concept of positioning in a detailed manner. 5C's are very nicely explained. The videos are short and engaging which helped in increasing concentration.

par LOFeb 8th 2018

It has been very instrumental in my case as i redefine the strategy for my organization. Simple and easy to understand with very good case study literature provided. Thanks guys

Enseignant

Ignacio Gafo

Professor
Marketing

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 Marketing Strategy

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....
Marketing Strategy

Foire Aux Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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