Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan.
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营销战略 专项课程IE商学院课程信息
学生职业成果
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完成这些课程后已开始新的职业生涯
22%
通过此课程获得实实在在的工作福利
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立即开始，按照自己的计划学习。
第 2 门课程（共 5 门）
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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
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
Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
学生职业成果
20%
完成这些课程后已开始新的职业生涯
22%
通过此课程获得实实在在的工作福利
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 2 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。
初级
完成时间大约为11 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 2 小时
Positioning introduction
In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined.
完成时间为 2 小时
7 个视频 （总计 25 分钟）, 3 个阅读材料, 2 个测验
完成时间为 3 小时
Segmentation
In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segmentation.
完成时间为 3 小时
10 个视频 （总计 41 分钟）, 4 个阅读材料, 3 个测验
完成时间为 2 小时
Differentiation and Value Proposition
In the third module, the second element of positioning is addressed: Value proposition and differentiation. Both the value proposition and differentiation concepts are presented, following up with how to come up with them effectively and potential strategies to be followed.
完成时间为 2 小时
9 个视频 （总计 35 分钟）, 4 个阅读材料, 2 个测验
完成时间为 4 小时
Positioning
In the fourth module we speak about positioning itself. The positioning concept is analyzed and practical tools are shared to define it . Furthermore, key marketing strategies and market trends affecting positioning are offered.
完成时间为 4 小时
12 个视频 （总计 58 分钟）, 8 个阅读材料, 3 个测验
审阅
来自POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY的热门评论
由 SN 提供Aug 2, 2019
Very valuable information, which gives you clear idea about trends impact and how to start your marketing strategy Explanation of professor is excellent when it comes to examples, but content wise
由 PK 提供Jul 8, 2017
Quite a nice overview of the basics of positioning, defining value to customers and provides a nice high level view. On the negative side: Some of the readings are hard to access on the warc site.
由 NK 提供Dec 20, 2016
Professor Ignacio elaborated the concept of positioning in a detailed manner. 5C's are very nicely explained. The videos are short and engaging which helped in increasing concentration.
由 S 提供Apr 19, 2020
I found this course on positioning helpful and it also clears my doubts. I learn some key concepts that are new to me. Overall good course to learn about marketing esp positioning.
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?
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