Develop your marketing strategy. Discover the basics of market research, targeting, marketing mix, and campaign planning.
Suggested by: Coursera (What is Coursera?)
No prior knowledge required
No unnecessary risks
Do you hear the word “marketing” every day, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important for your company, product, or service, but don’t know where to start?
In the final project, you will develop a marketing plan for a product or service.
Conduct market research, interpret the findings, understand consumer behavior, and use this knowledge to develop effective marketing strategies.
Targeting is the heart of any marketing strategy, the core that needs to be precise. It doesn’t matter if you start with a clear target group or a unique value proposition: in the end, you will need to arrive at a clear market segment on which to build our marketing plan.
In this course—the second in our marketing strategy focus—IE Professor Ignacio Geffo will guide you through the essential steps of this marketing process, from the basic components you need to market segmentation and marketing decisions. The course will examine the key market trends you will encounter and provide you with important practical tools.
The course includes interviews with industry professionals, as well as videos filmed in the field where members of the public were questioned about their views on this concept. After this course, you will have no doubt about where to position your product and what segment you intend to attract.
Fundamentals of the Marketing Mix prepares you for the most important step in bringing your product to market – how and where you will market it? The course offers a detailed introduction to the four P’s of marketing (product, price, place, and promotion).
The product session will help you understand and manage the strategic role of brands and products in driving business results, while the price session will cover the key concepts and techniques for setting prices.
You will complement this with skills from the meeting place, where you will think about distribution channels and retail strategies in order to define a distribution strategy for your product or service. Finally, through the promotional activities (communication), explore the different communication channels and understand the importance of the media plan, focusing on social media and a cross-channel strategy.
IE professors Maria Teresa Arnazval and Fernando Cortinas will guide you through this important stage of your marketing strategy through interviews with professionals in the field. After this course, you will be ready to decide where and how you want to market your product.
Create your own marketing plan for your product or service idea. In this course, you will learn how to create the most important marketing tool for any business.
Instead of just learning the steps of the marketing plan, you’ll be asked to complete a peer-reviewed assignment each week that will help you complete an abbreviated version of the plan. You’ll be asked to map out the four critical steps for your product or service idea or use the Nissan Leaf case study (included in the additional readings) to create a professional example.
Ramon Diaz Bernardo – a professor with over 20 years of experience – will guide you through the four most important stages of a marketing plan: analysis, marketing strategy, marketing mix, and expected results. During this journey, he will conduct interviews with experts from leading international marketing companies and invite students to join him for explanations and discussions.
This excellent and unique course allows you to not only learn the essential parts of a marketing plan but also plan the future of your business and take the first steps towards launching your product.
The final project will require you to take the knowledge you have acquired during this internship and put it into practice. Each week is divided into the different marketing strategy components: market analysis, marketing strategy, marketing mix implementation, and expected results.
Go over each week’s theory and reinforce the concepts with tests with reinforcing questions.
After reviewing the materials learned, you will be required to analyze the case study: “Ipsum Hotel: Marketing and Commercial Strategy to Survive.” Now it’s time to put what you’ve learned to the test!
The General Manager of the Ipsum Hotel, Rafael Escobedo, is faced with a dilemma: although his hotel is doing well in sales and profitability, the hotel board is not satisfied and demands improvements in results. Now it’s up to you to create Rafael’s marketing strategy. The result could lead to two options: praise from the hotel board… or dismissal!
Alongside the final project, there are discussion forums, exams and peer reviews to improve your understanding of the theory given during the internship. Share your thoughts, ideas and discuss with other students with similar interests from around the world, with the same desire to expand your marketing knowledge.
