课程信息
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第 3 门课程(共 5 门)

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

根据您的日程表重置截止日期。

初级

完成时间大约为11 小时

建议:8 hours/week...

英语(English)

字幕:英语(English)

第 3 门课程(共 5 门)

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

根据您的日程表重置截止日期。

初级

完成时间大约为11 小时

建议:8 hours/week...

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
完成时间为 2 小时

Product and Product Policy

At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.

...
10 个视频 (总计 59 分钟), 6 个阅读材料, 1 个测验
10 个视频
Marketing Warfare: Intro to the Course5分钟
What is a Product? Product Definition and Product Levels8分钟
Product & Service Decisions4分钟
What is a Brand?7分钟
The Product Life Cycle6分钟
Planned Obselescence6分钟
Product Strategy Matrices: BCG Matrix7分钟
Product Strategy Matrixes: McKinsey/General Electric Matrix7分钟
Product Strategy Matrices: Ansoff Matrix5分钟
6 个阅读材料
Product Life Cycle Stages10分钟
Planned Obsolescence10分钟
Here's the Truth about the Planned Obsolescence of Tech10分钟
BCG Classics Revisited: The Growth Share Matrix10分钟
Enduring Ideas: The GE-McKinsey Nine-Box Matrix10分钟
Product Policy: 6 Essential Components of a Sound Product Policy10分钟
1 个练习
Graded Quiz18分钟
2
完成时间为 1 小时

Price and Pricing Policy

At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.

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6 个视频 (总计 48 分钟), 2 个阅读材料, 1 个测验
6 个视频
The Emergence of Internet Pricing9分钟
Internal Factors Affecting Price Definition7分钟
External Factors Affecting Price Definition8分钟
General Pricing Approaches 1: Cost-Based6分钟
General Pricing Approaches 2: Value-Based7分钟
2 个阅读材料
Methods to Price Your Product10分钟
Pay-per-laugh: Customers charged exactly for what they "consume"10分钟
1 个练习
Graded Quiz14分钟
3
完成时间为 2 小时

Channel Management and Retailing

At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.

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10 个视频 (总计 66 分钟), 3 个阅读材料, 1 个测验
10 个视频
Key Factors in Designing a Distribution Channel6分钟
How to Manage Channels and Resolve Conflict5分钟
The Nature of Trade Marketing4分钟
How is Trade Marketing Evolving?5分钟
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13分钟
Important Developments in Retailing6分钟
Retail Strategy and Multichannel Retailing5分钟
Global Growth Opportunities and Entry Strategies6分钟
The Emergence of Online Retail Channels6分钟
3 个阅读材料
Strategic Channel Design10分钟
Three Rules for Buiding the Modern Retail Organization10分钟
Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10分钟
1 个练习
Graded Quiz12分钟
4
完成时间为 3 小时

Marketing Communications

At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.

...
13 个视频 (总计 111 分钟), 5 个阅读材料, 1 个测验
13 个视频
Developing Effective Communications9分钟
Establishing the Marketing Communications Budget8分钟
Deciding on the Marketing Communication Mix8分钟
Managing the Integrated Marketing Communications Process4分钟
Expert Interview: José María Rull, President and CEO of DDB Spain13分钟
Managing Media and Evaluating Effectiveness7分钟
Developing an Advertising Program10分钟
Sales Promotion, PR, Events and Experiences8分钟
Direct and Interactive Marketing8分钟
Developing the Sales Force5分钟
Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18分钟
Trailer: The Marketing Plan50
5 个阅读材料
Recommended Reading: Designing and Managing Marketing Communications10分钟
How Advertising Works: What Do We Really Know?10分钟
Managing Brands for the Long Run10分钟
A Strategic Perspective on Sales Promotions10分钟
Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications10分钟
1 个练习
Graded Quiz14分钟
4.5
34 个审阅Chevron Right

75%

完成这些课程后已开始新的职业生涯

50%

通过此课程获得实实在在的工作福利

来自Marketing Mix Fundamentals的热门评论

创建者 APSep 17th 2018

The course is very informative, and interesting. Thank you so much to my instructor for instructing Ana Pelayo.

创建者 BSMar 29th 2019

I am very much Greatfull to Coursera for giving me this opportunity to have a certified course thank you.

讲师

Avatar

Maria Teresa Aranzabal

Professor
Marketing
Avatar

Fernando Cortiñas

Professor
Marketing

关于 IE商学院

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 营销战略 专项课程

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? Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan. In the final capstone project you will develop a Marketing Plan for a product or service....
营销战略

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