The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts. After reviewing the material learned you will be asked to analyse the case study: ¨Hotel Ipsum: A Marketing and Commercial Strategy to Survive.¨ Now it’s time to put what you’ve learned to the test! Hotel Ipsum’s General Manager, Rafael Escobedo, is faced with a dilemma: Despite his hotel doing fairly well in terms of sales and profitability, Rafael’s Board of Directors are not satisfied and are demanding an improvement in results. Now it’s up to you to create Rafael’s Marketing Strategy. The outcome could mean one of two things: praise from his Board of Directors…or unemployment! Along with the Capstone are discussion forums, quizzes and peer reviews to aid you in your understanding of the theory given throughout this Specialization. Share your thoughts, ideas and debate with other like-minded learners from all over the globe with the same interest in expanding their marketing knowledge.
Welcome to the Marketing Strategy Capstone
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来自 IE Business School 的课程
Marketing Strategy Capstone Project
15 个评分
从本节课中
Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
与讲师见面
Ramon Diaz-BernardoAssociate Professor
Marketing
[MUSIC]
Hi, I am Ramon I'm the academic director of this facilitation.
And I would like to introduce you now to the capstone project.
What is a capstone project?
Well, basically, the idea is that in the capstone project, you're going to try and
put together everything that you have learned throughout this specialization.
So basically the idea is we're going to put you in the situation of making
decisions, and in this case, solving a problem that a real company's facing.
Let me put you in the situation that will have.
We are in Colombia, in Bogota, which is the capital of the country.
The year is 2013 and we have this hotel which is called Hotel Epsom.
And basically the situation is, the hotel is doing fine, it's not doing bad, but
the owners of the property, of the hotel, are basically asking for better results.
Okay, so better performance, basically more profit.
And your role here, your challenge here, is going to be helping
the general manager of the hotel, which is called Rafael Escobedo, to improve
the performance of the hotel, by putting together a marketing plan.
So basically, the situation's going to be, we're going to go in a step-by-step
process and beginning first with, first week of introduction to the case.
Where basically we'll try and understand the situation, and also know a little more
about how to solve the case of how to manage the case discussion.
Then week two is going to be basically jumping into
the structure of the marketing plan, it's going to be dedicated to the analysis.
Okay, so we're going to try and
analyze the situation by basically using market research consumer behavior.
So basically taking the learnings from the first module of this presentation.
Then it's going to be the next week, dedicated to the marketing strategy.
So basically in that case, we are going to try and understand better
what should be the objectives of the marketing plan of Hotel Epsom.
And once again we're going to follow the structure that we have
used in the course previously, and try and put it in practice.
Week four is going to be the marketing mix implementation.
So basically in that part, we are going to try and make recommendations
about the specific parts of the marketing mix, product strategy,
pricing strategy, distribution channel strategy, and communication strategy.
And then we're going to get to week five, which is going to be the last week,
where basically the idea is that you will define the expected results.
Remember, in expected results, we define the most likely output of this marketing
plan, and we try and measure the different objectives that we have defined before.
So basically that is going to be the expected results.
How we are going to conclude this?
Well, basically, you have to put together a document, basically, your presentation
with the full marketing plan, and that is going to be delivered on week five.
So basically the idea is that we are going to mix here
quizzes to basically try and understand, and
get a better understanding and knowledge about the different concepts.
We're going to use a lot of peer review, so you're going to be given questions and
then rubrics for basically analyzing the responses or the answers of your peers.
And also discussion boards where you're going to have the chance to
discuss different topics about the different stages in the marketing plan.
And the idea is that all this is going to help you, like we were saying, gain
a better understanding of what is a marketing plan, and put in practice all
of the different courses that you have been using during this specialization.
I hoped you enjoyed, I'm sure this course is going to be challenging, but
I'm pretty sure that you're going to learn a lot.
Thank you very much.
[MUSIC]
