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.
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Programa Especializado - Estrategia de marketingIE Business SchoolAcerca de este Curso
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Resultados profesionales del estudiante
50%
comenzó una nueva carrera después de completar estos cursos
50%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 5 de 5 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel principiante
Aprox. 31 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
Resultados profesionales del estudiante
50%
comenzó una nueva carrera después de completar estos cursos
50%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 5 de 5 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel principiante
Aprox. 31 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
ofrecido por
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.
Programa - Qué aprenderás en este curso
2 horas para completar
Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
2 horas para completar
1 video (Total 4 minutos), 4 lecturas
4 lecturas
Outline of the Capstone project and evaluation process.10m
Note regarding the case study method.20m
Hotel Ipsum: a marketing and commercial strategy to survive.1h 10m
Let's get to know Colombia better!20m
7 horas para completar
Conducting market analysis through understanding market research and consumer behavior.
7 horas para completar
5 videos (Total 28 minutos), 1 lectura, 2 cuestionarios
5 videos
Why is consumer behavior important in the marketing process framework?6m
Evaluation of alternatives, purchase and post-purchase evaluation.4m
Buying situation comparisons and buygrid framework.8m
The steps to conducting marketing research.5m
1 lectura
Important information regarding Hotel Ipsum.15m
1 ejercicio de práctica
Review of Market Research and Consumer Behavior.10m
7 horas para completar
Developing a marketing strategy through positioning.
7 horas para completar
7 videos (Total 34 minutos), 2 lecturas, 2 cuestionarios
7 videos
Marketing strategy definition.10m
Segmentation levels.4m
Segmentation models.4m
What is differentiation and value proposition?2m
What is positioning?3m
Positioning statement.3m
2 lecturas
Aspects to consider1h
Important information regarding Hotel Ipsum10m
1 ejercicio de práctica
Marketing strategy quiz.10m
8 horas para completar
Adapting the marketing mix to your strategy: product, price, place and promotion.
8 horas para completar
7 videos (Total 50 minutos)
7 videos
The Product Life Cycle.6m
External factors affecting price definition.8m
Internal factors affecting price definition.7m
Key factors in designing a distribution channel.6m
Deciding on the marketing communications mix.8m
Direct and interactive marketing.8m
1 ejercicio de práctica
Marketing mix quiz.10m
Acerca de 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.
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