课程信息
4.6
140 个评分
22 个审阅
专项课程
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。
完成时间(小时)

完成时间大约为16 小时

建议:4 weeks of study, 4-7 hours/week...
可选语言

英语(English)

字幕:英语(English)

您将获得的技能

Marketing PlanMarket AnalysisPlanningMarketing Strategy
专项课程
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。
完成时间(小时)

完成时间大约为16 小时

建议:4 weeks of study, 4-7 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 6 小时

Analysis

Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments....
Reading
10 个视频 (总计 53 分钟), 2 个阅读材料, 1 个测验
Video10 个视频
The marketing plan: interview with Veronica Santos.6分钟
The Marketing Plan definition.5分钟
Objectives and structure of The Marketing Plan.6分钟
The 4 main parts of a marketing plan.5分钟
Critical elements of the external analysis.5分钟
Critical elements of the internal analysis.4分钟
The SWOT Matrix.6分钟
The Nissan Leaf case.5分钟
How to complete assignment 1: analysis.3分钟
Reading2 个阅读材料
The Nissan Leaf Case分钟
The manager's guide to competitive marketing strategies - Norton, Paley.30分钟
2
完成时间(小时)
完成时间为 5 小时

Marketing Strategy

Welcome to the marketing strategy part of the course. Here, you will learn how to identify the best target segment for your brand, product or service and also how to position your company in order to best reach them. You will also begin to understand the benefits and drawbacks of trying to attract new customers or retain existing ones....
Reading
8 个视频 (总计 55 分钟), 2 个阅读材料, 1 个测验
Video8 个视频
What is marketing strategy?5分钟
Marketing strategy definition.10分钟
Financial and non-financial objectives.4分钟
The customer attraction vs customer retention dilemma.7分钟
Identifying the best target segment for your product or service.9分钟
How to identify the best positioning for your product or service?9分钟
How to complete assignment 2: marketing strategy.4分钟
Reading2 个阅读材料
The Marketing Plan - Multimedia45分钟
Marketing decision making and the management of pricing successful business tools.30分钟
3
完成时间(小时)
完成时间为 3 小时

Marketing Mix Implementation

Welcome to the third part of The Marketing Plan - the marketing mix implementation. This is the action phase. Here, you will use the lessons learned in modules one and two to decide where you are going to invest your time and money, in regards to marketing. You will become familiar with the 4 P's of marketing and also learn how to effectively price your product or service. Finally, you will begin to understand which channel or combination of channels are best suited to marketing your brand....
Reading
13 个视频 (总计 75 分钟), 1 个测验
Video13 个视频
Marketing mix definition: short-term and tactics vs long-term tactics.7分钟
Deciding product strategy: the product lifecycle.4分钟
Deciding product strategy: product levels.5分钟
Deciding product strategy: branding strategy.5分钟
An interview with Martin Boehm.4分钟
Pricing strategy.8分钟
Distribution channels: interview with Maria Teresa Aranzabal.6分钟
Distribution channel strategy.7分钟
Integrated communication strategy: an interview with Eda Sayin.7分钟
How to build an integrated communication strategy: part 1.6分钟
How to build an integrated communication strategy: part 2.5分钟
How to complete assignment 3: marketing mix implementation?4分钟
4
完成时间(小时)
完成时间为 3 小时

Expected results

Welcome to the final part of The Marketing Plan course - the expected results. Here, you will use metrics to make realistic estimates to how successful your marketing plan has been. This is document that will be used to test whether or not your marketing plan has been successful in the future. You will, most importantly, learn how to produce a profit and loss account, which will predict, and ultimately judge, the financial success of your marketing strategy and implementation....
Reading
10 个视频 (总计 58 分钟), 1 个测验
Video10 个视频
Interview with Luis Rodriguez Baptista.9分钟
The expected results definition.3分钟
Metrics for financial objectives.7分钟
Metrics for non-financial objectives: brand awareness5分钟
Metrics for non-financial objectives: social media brand.4分钟
Metrics for strategic objectives.6分钟
Metrics for customer objectives.6分钟
The Marketing Plan budget.8分钟
How to complete assignment 4: expected results?3分钟
4.6
22 个审阅Chevron Right
职业方向

60%

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 DOJun 8th 2017

Easy to navigate. Refined and professional instructor. Make it easy to relate and learn by quoting relevant examples throughout. All in all it was a great learning experience.

创建者 DVSep 5th 2016

Amazing course..simple,lucid language for our understanding. It helped me a lot. Thank you so much for introducing this entire marketing strategy series of courses.

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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