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.
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Spécialisation Stratégie marketingIE Business SchoolÀ propos de ce cours
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Sous-titres : Français, Portugais (brésilien), Russe, Anglais, Espagnol
Compétences que vous acquerrez
Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
Résultats de carrière des étudiants
20%
ont commencé une nouvelle carrière après avoir terminé ce cours
22%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 2 sur 5 dans le
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Niveau débutant
Approx. 11 heures pour terminer
Anglais
Sous-titres : Français, Portugais (brésilien), Russe, 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
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.
2 heures pour terminer
7 vidéos (Total 25 min), 3 lectures, 2 quiz
7 vidéos
Trailer50s
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
3 lectures
Marketing in the age of fragmentation10 min
The Evolution of Marketing30 min
Mountain Dew Kickstart comes alive10 min
2 exercices pour s'entraîner
Marketing process and Positioning30 min
Marketing process and Positioning30 min
3 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.
3 heures pour terminer
10 vidéos (Total 41 min), 4 lectures, 3 quiz
10 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
4 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
3 exercices pour s'entraîner
Segmentation and targeting30 min
In the following exercise you will have to identify to which segmentation criteria each sentence is related with30 min
Segmentation and targeting 230 min
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.
2 heures pour terminer
9 vidéos (Total 35 min), 4 lectures, 2 quiz
9 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
4 lectures
Denny: Fighting commoditization with differentiation10 min
Differentiation that matters10 min
BigPond – Why Emotional differentiation wins10 min
Differentiation or Salience10 min
2 exercices pour s'entraîner
Differentiation & positioning. Please fill out the following sentences:30 min
Differentiation & value proposition30 min
4 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.
4 heures pour terminer
12 vidéos (Total 58 min), 8 lectures, 3 quiz
12 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?50s
8 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
3 exercices pour s'entraîner
Positioning30 min
Positioning30 min
Match these sentences regarding Positioning30 min
Avis
Meilleurs avis pour POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY
par PK8 juil. 2017
Quite a nice overview of the basics of positioning, defining value to customers and provides a nice high level view. On the negative side: Some of the readings are hard to access on the warc site.
par SN2 août 2019
Very valuable information, which gives you clear idea about trends impact and how to start your marketing strategy Explanation of professor is excellent when it comes to examples, but content wise
par NK20 déc. 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 S19 avr. 2020
I found this course on positioning helpful and it also clears my doubts. I learn some key concepts that are new to me. Overall good course to learn about marketing esp positioning.
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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