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.
In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills.
The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract.
本课程是 Marketing Strategy 专项课程 专项课程的一部分
Positioning: What you need for a successful Marketing Strategy
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教学大纲 - 您将从这门课程中学到什么
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1Positioning 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.
7 个视频 （总计 25 分钟）, 3 个阅读材料, 2 个测验
7 个视频
Trailer分钟
1.0 Why positioning?3分钟
1.1 Where should we start?5分钟
1.2 Positioning as a key element in the marketing process4分钟
1.3 Market environment analysis: Context and Customers4分钟
1.4 Market environment analysis: Collaborators, Competitors and Company2分钟
1.5 What do we get from a proper positioning?3分钟
3 个阅读材料
Marketing in the age of fragmentation10分钟
The Evolution of Marketing30分钟
Mountain Dew Kickstart comes alive10分钟
2 个练习
Marketing process and Positioning10分钟
Marketing process and Positioning14分钟
周
2Segmentation
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.
10 个视频 （总计 41 分钟）, 4 个阅读材料, 3 个测验
10 个视频
2.1 Mass market, market segments, niche markets and individuals1分钟
2.2 Segmentation levels4分钟
2.3 Why should we segment?2分钟
2.4 Reasons to segment3分钟
2.5 Segmentation criteria: geographic and demographic3分钟
2.6 Segmentation criteria: psychographic and behavioral5分钟
2.7 How to come up with an effective segmentation?3分钟
2.8 Segmentation models4分钟
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9分钟
4 个阅读材料
The art and science of consumer segmentation10分钟
Personalised targeting: Don’t get personal get social10分钟
Holistic segmentation10分钟
Why Unilever believes “consumers are dead”10分钟
3 个练习
Segmentation and targeting12分钟
In the following exercise you will have to identify to which segmentation criteria each sentence is related with14分钟
Segmentation and targeting 26分钟
周
3Differentiation 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.
9 个视频 （总计 35 分钟）, 4 个阅读材料, 2 个测验
9 个视频
3.1 What is differentiation and value proposition?2分钟
3.2 Positioning in real life: Exercise3分钟
3.3 Frame of reference, points of parity and points of difference5分钟
3.4 How to come up with the points of difference?4分钟
3.5 The three circles model (Urbany & Davis)4分钟
3.6 Differentiation strategies4分钟
3.7 Session 3 Summary1分钟
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5分钟
4 个阅读材料
Denny: Fighting commoditization with differentiation10分钟
Differentiation that matters10分钟
BigPond – Why Emotional differentiation wins10分钟
Differentiation or Salience10分钟
2 个练习
Differentiation & positioning. Please fill out the following sentences:8分钟
Differentiation & value proposition12分钟
周
4Positioning
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.
12 个视频 （总计 58 分钟）, 8 个阅读材料, 3 个测验
12 个视频
4.1 What is positioning?3分钟
4.2 Positioning examples at Citroën10分钟
4.3 Positioning Statement3分钟
4.4 How to define the Commercial Plan based on the positioning?5分钟
4.5 How to come up with the value proposition? Positioning maps4分钟
4.6 Spider Web Perceptual Maps3分钟
4.7 Alternative Positioning Strategies6分钟
4.8 Key trends impacting Positioning (1/2)7分钟
4.9 Key trends impacting Positioning (2/2)7分钟
4.10 Course wrap up4分钟
Ready to continue on this journey?分钟
8 个阅读材料
Chobani Plain Inspiring10分钟
Dennys reinvents the American dinner10分钟
Positioning Maps Multimedia10分钟
Vodafone Egypt: How to make the small seems big10分钟
Consumers in 2016: Generation swipe10分钟
Can big data and analysis replace intuition?10分钟
Innovation beyond blue oceans10分钟
Super personalize me! When technological advance meets consumer power10分钟
3 个练习
Positioning12分钟
Positioning14分钟
Match these sentences regarding Positioning2分钟
4.5
69 个审阅83%
通过此课程获得实实在在的工作福利
热门审阅
创建者 NM•Dec 21st 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.
创建者 LO•Feb 8th 2018
It has been very instrumental in my case as i redefine the strategy for my organization. Simple and easy to understand with very good case study literature provided. Thanks guys
讲师
Ignacio Gafo
ProfessorMarketing
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.
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