1.0 Why positioning?

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来自 IE Business School 的课程

Positioning: What you need for a successful Marketing Strategy

238 个评分

IE Business School

Positioning: What you need for a successful Marketing Strategy

238 个评分

课程 2（共 5 门，Specialization Marketing Strategy）

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.

从本节课中

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.

1.0 Why positioning?3:54

1.1 Where should we start?5:38

1.2 Positioning as a key element in the marketing process4:29

与讲师见面

Ignacio Gafo
Professor
Marketing

[MUSIC]

Hello, my name is Ramon dia Bernardo and I'm the academic director of the marketing

strategy specialization and I would like to welcome to you to the course

Positioning, what you need for a successful marketing strategy.

This is the second course in this specialization and in the following

course, a marketing professor in Ignacio Gafo will be your guide for

the journey of discovering everything you need to know about segmentation,

targeting and positioning.

There will be four weeks in this course.

The first one covering the marketing plan.

The second talking about segmentation.

The third would be about differentiation.

And the last one will be about position.

In each week ,you will have engaging videos, quizzes, relevant readings and

graded assessments to help you reinforce the materials that you have just learned.

Lastly, I want to remind you that this course is the second of

IE's Marketing Strategies specialization.

I encourage you to also take a look at the other three courses which

are Market Research and Consumer Behavior, Marketing Mixed Fundamentals and

the Marketing Plan.

If you choose to take the entire specialization,

you have the exclusive access to the marketing strategy capstone project.

Here, you were be able to put in practice what you have learned

by doing a real marketing plan.

I really hope you enjoy it and take the most out of it.

Thank you very much.

[MUSIC]

Hello to everybody.

I am Ignacio Gafo, and I'm going to be your professor in this positioning course.

Why positioning?

Positioning is the basis of a successful marketing and commercial plan and

actually, it's vital to get it right from the beginning.

Because if you get it wrong, everything that is going to come afterwards is

going to turn out to be wrong.

Actually, this is something that goes beyond the marketing department,

which is actually it's connecting to the corporate strategy.

So it's very, very vital what we're going to speak about.

The objective of the course is basically to provide you with an idea about

the marketing process.

How it works, and also how connecting into that.

The process in itself starts with an analysis of the business environment,

the consumer.

And then we will define the target group that we will want to reach out, and

what we're going to do is we're going to define a value proposition for that.

Actually, the last step once we have defined that is to come up with

a consistent marketing plan that will

help us to implement what we have defined before.

We jump into the course, the course is separated into four different sessions.

In the first one, we're going to speak about is the marketing process itself and

the analysis you need to do before defining your positioning.

The second one we're going to do is we're going to speak about the segmentation,

how you can divide the market.

We will provide you with the criteria that you can use, and

also will help you to define a proper segmentation and targeting process.

The third one we will jump straight into value proposition, which is, okay,

I have my target group, I know who I want to reach out.

Now we will cover, how do I define it?

How do I connect?

How do I control it?

And the last piece is going to be a very hands-on one where we will provide you

with specific tools you may want to consider.

Also, we will complement that would some strategic considerations that I

believe are critical for this.

I am sure and confident you have quite a few questions.

No worries, this course is designed to cover all of them.

Welcome to this marketing positioning course.

A pleasure to be here with you.

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