Take your product through the Marketing Mix
Master the Marketing Mix and take your product to new heights.
À propos de cette Spécialisation
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- Beginner Specialization.
- No prior experience required.
Brand and Product ManagementSession à venir : Mar 27 — May 1.
- English, Mongolian
À propos du coursBy taking this course you will be able to identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. You will be in the position to create an activity plan to bring your brand strategy to life (both externally towards consumers and internally to employees) and you will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology. This course is made up of the following six modules: 1 - Launching new products and the challenge of managing their life-cycle. At the end of this module, you will be able to demonstrate understanding of the product strategy concepts and to develop the factual support to define your product strategy. 2 - Developing compelling brands that inspire your most critical stakeholders and impact your bottom line. This module will enable you to feel confident describing the different elements of a brand strategy and formulating a winning brand strategy. 3 - Knowing how to communicate your offering: Brand Architecture & naming. At the end of this module, you will be able to define how to name your brand and explain how to develop a system to incorporate future products and brands. 4 - Building your brand portfolio. At the end of this module, you will be able to map your brand portfolio to maximize its value to support growth. 5 - Translating your brand into compelling customer experiences. At the end of this module, you will feel confident defining and describing the customer experience journey for your brand. 6 - Equipping and engaging employees to deliver on the brand promise. At the end of this module, you will be able to explain and apply the process to “embed” a brand internally within the organization.
Pricing StrategySession à venir : Mar 27 — May 1.
À propos du coursPricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn. After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life. Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can manipulate customers in order to drive the highest possible price for your product.
Channel Management and RetailingSession à venir : Mar 27 — May 1.
- 4 semaines d'étude, 2 à 4 heures par semaine
À propos du coursNowadays a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management. In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management: • The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others. • The retail focus: a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness. Stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process.
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and moreSession à venir : Apr 3 — May 8.
- 4 weeks of study, 2-4 hours/week
- English, Spanish
À propos du coursJust how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers. IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.
Marketing Mix Implementation CapstoneSession à venir : Jun 12 — Jul 24.
- 5 weeks of study, 4-6 hours/week
À propos du Projet FinalAfter completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix. Your analysis will focus on Tesla Motor's and the launch of their Model X automobile. After making decisions regarding each of the four P's in peer graded exercises, you will prepare a final presentation for the launch of the car.
Luis Rodriguez Baptista
Maria Teresa Aranzabal
Professor of Marketing