IE Business School
Marketing Mix Implementation Specialization

Heat up your career with 40% off top courses from Google, Adobe, and more. Save today.

IE Business School

Marketing Mix Implementation Specialization

Take your product through the Marketing Mix. Master the Marketing Mix and take your product to new heights.

Ramon Diaz-Bernardo
Luis Rodriguez Baptista
Maria Teresa Aranzabal

Instructors: Ramon Diaz-Bernardo

66,374 already enrolled

Included with Coursera Plus

Get in-depth knowledge of a subject
4.6

(3,646 reviews)

Beginner level
No prior experience required
2 months
at 10 hours a week
Flexible schedule
Learn at your own pace
Get in-depth knowledge of a subject
4.6

(3,646 reviews)

Beginner level
No prior experience required
2 months
at 10 hours a week
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

 logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Advance your subject-matter expertise

  • Learn in-demand skills from university and industry experts
  • Master a subject or tool with hands-on projects
  • Develop a deep understanding of key concepts
  • Earn a career certificate from IE Business School

Specialization - 5 course series

Brand and Product Management

Brand and Product Management

Course 112 hours

What you'll learn

  • Demonstrate understanding of the product and brand strategy concepts to develop the factual support to define a winning product and brand strategy.

  • Define a brand name and identity, and develop a system to incorporate future products into a portfolio, enhancing its value and supporting growth.

  • Describe the customer experience journey to identify, define, and implement key brand touchpoints.

  • Explain and apply the process to embed a brand internally within an organization to engage employees to deliver on the brand promise.

Skills you'll gain

Category: Brand Strategy
Category: Branding
Category: Brand Management
Category: Product Lifecycle Management
Category: Portfolio Management
Category: Product Strategy
Category: Product Planning
Category: Brand Loyalty
Category: New Product Development
Category: Customer Engagement
Category: Competitive Analysis
Category: Brand Awareness
Category: Customer experience strategy (CX)
Category: Design and Product
Category: Product Management
Category: Employee Engagement
Pricing Strategy

Pricing Strategy

Course 213 hours

What you'll learn

  • Know the pricing approach for a product or service and consider the pricing psychology effects on the perception of quality.

  • Learn how to make a price discrimination based on customer characteristics and using purchase quantity, bundling and product versioning.

  • Discover the willingness to pay or price response of customers using surveys, experiments and market data.

  • Calculate the price elasticity for a given product or service and find out which is its optimal price.

Skills you'll gain

Category: Revenue Management
Category: Price Negotiation
Category: Competitive Analysis
Category: Profit and Loss (P&L) Management
Category: Marketing Psychology
Category: Cost Accounting
Category: Consumer Behaviour
Category: Business Marketing
Category: Customer Analysis
Category: Product Strategy
Category: Strategic Marketing
Category: Market Research
Category: Customer Insights
Category: Sales
Category: Market Dynamics

What you'll learn

  • Know the steps for designing and managing a distribution channel, identify the most important players, their roles and how to handle conflict.

  • Identify types of retailing strategies and how retailers maintain competitive advantages over their competition.

  • Discover various growth opportunities for retailers and determine which entry strategies are best for various circumstances.

  • Know the importance of a strategic online presence for retailers and future trends in retailing.

Skills you'll gain

Category: Growth Strategies
Category: Marketing Channel
Category: Cross-Channel Marketing
Category: Promotional Strategies
Category: Consumer Behaviour
Category: Conflict Management
Category: E-Commerce
Category: Strategic Partnership
Category: Market Opportunities
Category: Retail Management
Category: Retail Sales
Category: Supply Chain Planning
Category: Supply Chain
Category: Market Dynamics
Category: Customer experience strategy (CX)
Category: Merchandising
Category: Company, Product, and Service Knowledge
Category: Vendor Relationship Management

What you'll learn

  • Define what Integrated Marketing Communications (IMC) is and learn how the marketing process works.

  • Learn the theories on how advertising works and how consumers make decisions.

  • Discover the theoretical approaches to advertisement design and learn about message strategies, advertising appeals and executional frameworks.

  • Know the elements, latest trends and tools used for a marketing communications mix.

Skills you'll gain

Category: Advertising
Category: Integrated Marketing Communications
Category: Brand Awareness
Category: Brand Loyalty
Category: Consumer Behaviour
Category: Marketing Strategy and Techniques
Category: Communication Planning
Category: Brand Strategy
Category: Brand Marketing
Category: Media Planning
Category: Branding
Category: Communication
Category: Marketing Communications
Category: Marketing Planning
Category: Marketing Management
Category: Brand Management
Category: Promotional Strategies
Category: Marketing
Category: Marketing Budgets
Category: Campaign Management

What you'll learn

  • Equip learners with valuable skills in brand and product management, enhancing their ability to tackle real-world marketing challenges effectively.

  • Enhance learners' proficiency in pricing strategy and its relevance in a real-world business scenario.

  • Gain valuable insights into channel management practices and their significance, particularly for innovative companies like Tesla.

  • Demonstrate proficiency in integrated marketing decision-making and critically assess the marketing mix strategies.

Skills you'll gain

Category: Marketing Communications
Category: Product Marketing
Category: Marketing Strategies
Category: Data-Driven Decision-Making
Category: Brand Management
Category: Product Management
Category: Go To Market Strategy
Category: Strategic Decision-Making
Category: Marketing Channel
Category: Marketing
Category: Market Dynamics
Category: Branding

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructors

Ramon Diaz-Bernardo
IE Business School
10 Courses58,091 learners
Luis Rodriguez Baptista
IE Business School
2 Courses134,968 learners

Offered by

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Coursera Plus

Open new doors with Coursera Plus

Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions