课程信息
4.6
18 个评分
1 个审阅
专项课程

第 5 门课程(共 5 门),位于

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。
初级

初级

完成时间(小时)

完成时间大约为15 小时

建议:3 hours/week...
可选语言

英语(English)

字幕:英语(English)...
专项课程

第 5 门课程(共 5 门),位于

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。
初级

初级

完成时间(小时)

完成时间大约为15 小时

建议:3 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 2 小时

Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.

...
Reading
1 个视频(共 4 分钟), 4 个阅读材料
Reading4 个阅读材料
Outline of the Capstone project and evaluation process.10分钟
Note regarding the case study method.20分钟
Hotel Ipsum: a marketing and commercial strategy to survive.10分钟
Let's get to know Colombia better!20分钟
2
完成时间(小时)
完成时间为 7 小时

Conducting market analysis through understanding market research and consumer behavior.

...
Reading
5 个视频(共 28 分钟), 1 个阅读材料, 2 个测验
Video5 个视频
Why is consumer behavior important in the marketing process framework?6分钟
Evaluation of alternatives, purchase and post-purchase evaluation.4分钟
Buying situation comparisons and buygrid framework.8分钟
The steps to conducting marketing research.5分钟
Reading1 个阅读材料
Important information regarding Hotel Ipsum.15分钟
Quiz1 个练习
Review of Market Research and Consumer Behavior.10分钟
3
完成时间(小时)
完成时间为 7 小时

Developing a marketing strategy through positioning.

...
Reading
7 个视频(共 34 分钟), 2 个阅读材料, 2 个测验
Video7 个视频
Marketing strategy definition.10分钟
Segmentation levels.4分钟
Segmentation models.4分钟
What is differentiation and value proposition?2分钟
What is positioning?3分钟
Positioning statement.3分钟
Reading2 个阅读材料
Aspects to consider分钟
Important information regarding Hotel Ipsum10分钟
Quiz1 个练习
Marketing strategy quiz.10分钟
4
完成时间(小时)
完成时间为 8 小时

Adapting the marketing mix to your strategy: product, price, place and promotion.

...
Reading
7 个视频(共 50 分钟), 2 个测验
Video7 个视频
The Product Life Cycle.6分钟
External factors affecting price definition.8分钟
Internal factors affecting price definition.7分钟
Key factors in designing a distribution channel.6分钟
Deciding on the marketing communications mix.8分钟
Direct and interactive marketing.8分钟
Quiz1 个练习
Marketing mix quiz.10分钟

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 Strategy 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....
Marketing Strategy

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