In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
专项课程 的运作方式
加入课程
Coursera 专项课程是帮助您掌握一门技能的一系列课程。若要开始学习，请直接注册专项课程，或预览专项课程并选择您要首先开始学习的课程。当您订阅专项课程的部分课程时，您将自动订阅整个专项课程。您可以只完成一门课程，您可以随时暂停学习或结束订阅。访问您的学生面板，跟踪您的课程注册情况和进度。
实践项目
每个专项课程都包括实践项目。您需要成功完成这个（些）项目才能完成专项课程并获得证书。如果专项课程中包括单独的实践项目课程，则需要在开始之前完成其他所有课程。
获得证书
在结束每门课程并完成实践项目之后，您会获得一个证书，您可以向您的潜在雇主展示该证书并在您的职业社交网络中分享。
此专项课程包含 5 门课程
课程1
Brand and Product Management
4.6
926 个评分
Identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life - both externally towards consumers and internally to employees. You will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology.
Luis Rodriguez Baptista - a professor at IE University and Marekting Consultant - will guide you through six modules that look at first understanding the challenge of managing products through their 'life-cycle' and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumer and industry professionals, which help illustrate the importance of brand strategy.
Brand and product management is a unique course which enables you to first understand the importance of brand and product management and then use brand development, architecture and portfolios, in order to achieve success.
课程2
Pricing Strategy
4.6
496 个评分
Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn.
After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life.
Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can manipulate customers in order to drive the highest possible price for your product.
课程3
Channel Management and Retailing
4.3
353 个评分
Understand how channel management and retailing can improve performance in your business. Nowadays, a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management.
In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management Profesor Maria Teresa Aranzabal guides you through: The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others; and the retail focus: how a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness.
In this course you will learn how to stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process. We use interviews with industry experts and give real-life examples of how to ensure your business makes the most of this vital area of marketing.
课程4
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
4.7
520 个评分
Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs.
Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers.
IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.
讲师
Ramon Diaz-Bernardo
Associate ProfessorMarketing
Martin Boehm
Professor of MarketingDean of IE Business School
Eda Sayin
ProfessorMarketing
Luis Rodriguez Baptista
ProfessorMarketing
Maria Teresa Aranzabal
ProfessorMarketing
关于 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.
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.
常见问题
退款政策是如何规定的？
我可以只注册一门课程吗？
可以！点击您感兴趣的课程卡开始注册即可。注册并完成课程后，您可以获得可共享的证书，或者您也可以旁听该课程免费查看课程资料。如果您订阅的课程是某专项课程的一部分，系统会自动为您订阅完整的专项课程。访问您的学生面板，跟踪您的进度。
有助学金吗？
我可以免费学习课程吗？
此课程是 100% 在线学习吗？是否需要现场参加课程？
此课程完全在线学习，无需到教室现场上课。您可以通过网络或移动设备随时随地访问课程视频、阅读材料和作业。
完成专项课程后我会获得大学学分吗？
此专项课程不提供大学学分，但部分大学可能会选择接受专项课程证书作为学分。查看您的合作院校了解详情。
完成专项课程需要多长时间？
The time taken to complete this specialization will depend on the dedication and performance of the learner. It is however estimated that some 10 to 12 hours of student dedication is required to complete each of the courses.
What background knowledge is necessary?
No background knowledge is required to take and successfully complete this specialization.
Do I need to take the courses in a specific order?
The courses can be taken in any order, however we recommend that they are followed in the sequence that is indicated.
还有其他问题吗？请访问 学生帮助中心。
