Acerca de este Curso
4.5
222 calificaciones
34 revisiones

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel principiante

Aprox. 11 horas para completar

Sugerido: 8 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel principiante

Aprox. 11 horas para completar

Sugerido: 8 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Semana
1
2 horas para completar

Product and Product Policy

At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services....
10 videos (Total 59 minutos), 6 readings, 1 quiz
10 videos
Marketing Warfare: Intro to the Course5m
What is a Product? Product Definition and Product Levels8m
Product & Service Decisions4m
What is a Brand?7m
The Product Life Cycle6m
Planned Obselescence6m
Product Strategy Matrices: BCG Matrix7m
Product Strategy Matrixes: McKinsey/General Electric Matrix7m
Product Strategy Matrices: Ansoff Matrix5m
6 lecturas
Product Life Cycle Stages10m
Planned Obsolescence10m
Here's the Truth about the Planned Obsolescence of Tech10m
BCG Classics Revisited: The Growth Share Matrix10m
Enduring Ideas: The GE-McKinsey Nine-Box Matrix10m
Product Policy: 6 Essential Components of a Sound Product Policy10m
1 ejercicio de práctica
Graded Quiz18m
Semana
2
1 hora para completar

Price and Pricing Policy

At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services....
6 videos (Total 48 minutos), 2 readings, 1 quiz
6 videos
The Emergence of Internet Pricing9m
Internal Factors Affecting Price Definition7m
External Factors Affecting Price Definition8m
General Pricing Approaches 1: Cost-Based6m
General Pricing Approaches 2: Value-Based7m
2 lecturas
Methods to Price Your Product10m
Pay-per-laugh: Customers charged exactly for what they "consume"10m
1 ejercicio de práctica
Graded Quiz14m
Semana
3
2 horas para completar

Channel Management and Retailing

At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing....
10 videos (Total 66 minutos), 3 readings, 1 quiz
10 videos
Key Factors in Designing a Distribution Channel6m
How to Manage Channels and Resolve Conflict5m
The Nature of Trade Marketing4m
How is Trade Marketing Evolving?5m
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13m
Important Developments in Retailing6m
Retail Strategy and Multichannel Retailing5m
Global Growth Opportunities and Entry Strategies6m
The Emergence of Online Retail Channels6m
3 lecturas
Strategic Channel Design10m
Three Rules for Buiding the Modern Retail Organization10m
Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10m
1 ejercicio de práctica
Graded Quiz12m
Semana
4
3 horas para completar

Marketing Communications

At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion....
13 videos (Total 111 minutos), 5 readings, 1 quiz
13 videos
Developing Effective Communications9m
Establishing the Marketing Communications Budget8m
Deciding on the Marketing Communication Mix8m
Managing the Integrated Marketing Communications Process4m
Expert Interview: José María Rull, President and CEO of DDB Spain13m
Managing Media and Evaluating Effectiveness7m
Developing an Advertising Program10m
Sales Promotion, PR, Events and Experiences8m
Direct and Interactive Marketing8m
Developing the Sales Force5m
Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18m
Trailer: The Marketing Plan50s
5 lecturas
Recommended Reading: Designing and Managing Marketing Communications10m
How Advertising Works: What Do We Really Know?10m
Managing Brands for the Long Run10m
A Strategic Perspective on Sales Promotions10m
Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications10m
1 ejercicio de práctica
Graded Quiz14m
4.5
34 revisionesChevron Right

75%

comenzó una nueva carrera después de completar estos cursos

50%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

Principales revisiones

por APSep 17th 2018

The course is very informative, and interesting. Thank you so much to my instructor for instructing Ana Pelayo.

por BSMar 29th 2019

I am very much Greatfull to Coursera for giving me this opportunity to have a certified course thank you.

Instructores

Avatar

Maria Teresa Aranzabal

Professor
Marketing
Avatar

Fernando Cortiñas

Professor
Marketing

Acerca de 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....

Acerca del programa especializado Estrategia de marketing

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....
Estrategia de marketing

Preguntas Frecuentes

  • Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.

  • Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.

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