Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan. You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example.
提供方
营销战略 专项课程IE商学院课程信息
24,723 次近期查看
学生职业成果
67%
完成这些课程后已开始新的职业生涯
70%
通过此课程获得实实在在的工作福利
25%
加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 4 门课程（共 5 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为17 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 中文（简体）, 意大利语, 越南语, 韩语, 德语（German）, 俄语（Russian）, 土耳其语（Turkish）, 英语（English）, 西班牙语（Spanish）
您将获得的技能
Marketing PlanMarket AnalysisPlanningMarketing Strategy
学生职业成果
67%
完成这些课程后已开始新的职业生涯
70%
通过此课程获得实实在在的工作福利
25%
加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 4 门课程（共 5 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为17 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 中文（简体）, 意大利语, 越南语, 韩语, 德语（German）, 俄语（Russian）, 土耳其语（Turkish）, 英语（English）, 西班牙语（Spanish）
提供方
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.
教学大纲 - 您将从这门课程中学到什么
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.
完成时间为 6 小时
10 个视频 （总计 53 分钟）, 2 个阅读材料, 1 个测验
10 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
2 个阅读材料
The Nissan Leaf Case1小时
The manager's guide to competitive marketing strategies - Norton, Paley.1 小时 30 分
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.
完成时间为 5 小时
8 个视频 （总计 55 分钟）, 2 个阅读材料, 1 个测验
8 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
2 个阅读材料
The Marketing Plan - Multimedia45分钟
Marketing decision making and the management of pricing successful business tools.1 小时 30 分
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.
完成时间为 3 小时
13 个视频 （总计 75 分钟）
13 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
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.
完成时间为 3 小时
10 个视频 （总计 58 分钟）
10 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
审阅
来自THE MARKETING PLAN的热门评论
由 EA 提供Dec 17, 2020
This course simplified everything that was learnt in the previous courses and gave a suitable straightforward approach to developing a marketing plan. The instructor was superb!
由 DO 提供Jun 7, 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.
由 DV 提供Sep 4, 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.
由 RM 提供Feb 23, 2017
Really involved and detailed. Actual strategies discussed and not just theories. Quite a few videos and external resources. I learned so much from this course.
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?
常见问题
我什么时候能够访问课程视频和作业？
我订阅此专项课程后会得到什么？
Is financial aid available?
完成课程后，我会获得大学学分吗？
还有其他问题吗？请访问 学生帮助中心。
