课程信息
4.6
38 个评分
6 个审阅
专项课程

第 5 门课程(共 5 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
中级

中级

完成时间(小时)

完成时间大约为16 小时

建议:5 weeks of study, 4-6 hours/week...
可选语言

英语(English)

字幕:英语(English)

您将获得的技能

PricingCommunicationProduct ManagementMarketing
专项课程

第 5 门课程(共 5 门)

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
中级

中级

完成时间(小时)

完成时间大约为16 小时

建议:5 weeks of study, 4-6 hours/week...
可选语言

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 4 小时

Introduction to this capstone and the Tesla Motor's case study.

In this module you will be introduced to the Tesla Motor's through a case study. This will form the basis of this capstone, along with other information about the company. You will also find information about what will be required of you in each of the modules. In this particular case we are going to talk about the launch of the new model X, so we have to go back to 2014, when this case was written and take into consideration everything we have seen in the specialization. At the end of each week (excluding week 1) you will have a quiz, where you will be able to apply the theory learned during this specialization regarding the Model S, the model already in the market. Also week's 2 through 5, you will need to complete a peer graded assignment regarding the new Model X. In addition to this a final peer graded final presentation will need to be prepared at the end of Week 5 - here you will have to take decisions as marketing director of tesla and support these. ...
Reading
1 个视频 (总计 4 分钟), 3 个阅读材料
Reading3 个阅读材料
Outline of this Capstone and the evaluation process.10分钟
Note regarding the case study method.10分钟
Launching the Tesla Model X in the US: from word of mouth to mass marketing?30分钟
2
完成时间(小时)
完成时间为 4 小时

Brand and product management decisions

In this module you will apply the theory you have learned from the Brand and Product Management course to the Tesla Motors case study. After an introduction to the module from the professor, we recommend that you review some of the key lectures from the Brand and Product Management course. Finally, you will be able to check your understanding of the current situation in a practice quiz and make decisions about the Model X in the peer graded assignment....
Reading
6 个视频 (总计 37 分钟), 3 个阅读材料, 2 个测验
Video6 个视频
How to develop and launch new products.9分钟
Defining your brand model.4分钟
The touchpoint concept.6分钟
Idenifying your touchpoints.6分钟
Prioritizing the key touchpoints.7分钟
Reading3 个阅读材料
Video test drive review of the Tesla Model S P90D.25分钟
Model X Key Characteristics10分钟
Video driving review of the Model X.25分钟
Quiz1 个练习
Brand and Product Management Practice Quiz regarding the Model S.20分钟
3
完成时间(小时)
完成时间为 3 小时

Pricing strategy decisions

In this module you will apply the theory you have learned from the pricing strategy course to the Tesla Motors case study. The structure of this module will be similar to that of the previous week, with a practice quiz and peer graded assignment making up the assessments. ...
Reading
5 个视频 (总计 18 分钟), 3 个阅读材料, 2 个测验
Video5 个视频
Pricing Psychology2分钟
The pain of paying7分钟
Pricing Approaches2分钟
Optimal Price2分钟
Reading3 个阅读材料
Tesla Motors Additional Information Module 310分钟
Tesla Model S Pricing10分钟
Article regarding Model S and pricing structure15分钟
Quiz1 个练习
Pricing Strategy Practice Quiz regarding Model S20分钟
4
完成时间(小时)
完成时间为 3 小时

Channel management and retailing decisions

By this time you have probably realized that Tesla Motor's channel management is unlike those of regular automobile manufacturers. In this week, you will study more closely Tesla's distribution strategy and think about how whether it is suitable for the launch of Model X. As before, you will firstly analyze the current situation of Model S and then move on to making channel management decisions for Model X....
Reading
4 个视频 (总计 18 分钟), 6 个阅读材料, 2 个测验
Video4 个视频
How to Design a Distribution Channel5分钟
Key Factors in Channel Management3分钟
What are the Different Types of Channel Arrangements?5分钟
Reading6 个阅读材料
The Tesla Approach to Distributing and Servicing Cars15分钟
Tesla Reinvents the Car Buying Experience10分钟
Video: The Tesla Store Experience5分钟
Video: Tesla's Elon Musk May Disrupt Dealership Industry6分钟
Tesla's European Customers Can Now Design Their Model X Online10分钟
Tesla Supercharger Charging Stations15分钟
Quiz1 个练习
Channel management and retailing Practice Quiz regarding Model S:20分钟
4.6
6 个审阅Chevron Right
职业方向

50%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利
职业晋升

50%

加薪或升职

热门审阅

创建者 AAFeb 8th 2017

Excellent class. Well laid out and very practical.

讲师

Avatar

Ramon Diaz-Bernardo

Associate Professor
Marketing

关于 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....

关于 Marketing Mix Implementation 专项课程

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After 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....
Marketing Mix Implementation

常见问题

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您注册课程后,将有权访问专项课程中的所有课程,并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

还有其他问题吗?请访问 学生帮助中心