营销组合实践 专项课程

开始日期 3月 27

免费试用

Enroll to start your 7-day full access free trial.

营销组合实践 专项课程

Take your product through the Marketing Mix。Master the Marketing Mix and take your product to new heights.

本专项课程介绍

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.

制作方:

courses
5 courses

按照建议的顺序或选择您自己的顺序。

projects
项目

旨在帮助您实践和应用所学到的技能。

certificates
证书

在您的简历和领英中展示您的新技能。

免费试用
Enroll and get full access to every course in the Specialization for 7 days. Cancel any time.
课程
Beginner Specialization.
No prior experience required.
  1. 第 1 门课程

    品牌和产品管理

    当前班次:3月 27 — 5月 1。
    字幕
    English, Mongolian

    课程概述

    上了这门课程之后,你将能明确发展一个既能短期取胜,又有长期价值的产品和品牌策略所需要的主要信息。你将创建一个活动计划(既要面对外部消费者,也要面对内部员工)来把你的品牌策略付诸实际。同时你也能够
  2. 第 2 门课程

    Pricing Strategy

    当前班次:3月 27 — 5月 1。
    字幕
    English

    课程概述

    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.
  3. 第 3 门课程

    Channel Management and Retailing

    当前班次:3月 27 — 5月 1。
    课程学习时间
    4 weeks of study, 2-4 hours/week
    字幕
    English

    课程概述

    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: • The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others. • The retail focus: a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness. 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.
  4. 第 4 门课程

    Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

    即将开课的班次:4月 3 — 5月 8。
    课程学习时间
    4 weeks of study, 2-4 hours/week
    字幕
    English, Spanish

    课程概述

    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.
  5. 第 5 门课程

    Marketing Mix Implementation Capstone

    即将开课的班次:6月 12 — 7月 24。
    课程学习时间
    5 weeks of study, 4-6 hours/week
    字幕
    English

    毕业项目介绍

    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. Your analysis will focus on Tesla Motor's and the launch of their Model X automobile. After making decisions regarding each of the four P's in peer graded exercises, you will prepare a final presentation for the launch of the car.

制作方

  • IE商学院

    IE Business School - a global leader

    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.

  • Ramon Diaz-Bernardo

    Ramon Diaz-Bernardo

    Associate Professor
  • Luis Rodriguez Baptista

    Luis Rodriguez Baptista

    Professor
  • Maria Teresa Aranzabal

    Maria Teresa Aranzabal

    Professor
  • Eda Sayin

    Eda Sayin

    Professor
  • Martin Boehm

    Martin Boehm

    Professor of Marketing

FAQs

More questions? Visit the Learner Help Center.