Acerca de este Curso
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Nivel principiante

Aprox. 15 horas para completar

Sugerido: 3 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. 15 horas para completar

Sugerido: 3 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Semana
1
2 horas para completar

Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.

...
1 video (Total 4 minutos), 4 readings
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
Semana
2
7 horas para completar

Conducting market analysis through understanding market research and consumer behavior.

...
5 videos (Total 28 minutos), 1 reading, 2 quizzes
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
Semana
3
7 horas para completar

Developing a marketing strategy through positioning.

...
7 videos (Total 34 minutos), 2 readings, 2 quizzes
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
Semana
4
8 horas para completar

Adapting the marketing mix to your strategy: product, price, place and promotion.

...
7 videos (Total 50 minutos), 2 quizzes
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
Semana
5
7 horas para completar

Expected Results and implementation of your marketing plan.

...
7 videos (Total 39 minutos), 1 reading, 3 quizzes
7 videos
Critical elements of the internal analysis.4m
Critical elements of the external analysis.5m
The SWOT Matrix.6m
The customer attraction vs customer retention dilemma.7m
Marketing mix definition: short-term tactics vs long-term tactics.7m
Congratulations for completing this Capstone!2m
1 lectura
Important information regarding Hotel Ipsum20m
1 ejercicio de práctica
Review of The Marketing Plan.10m

Instructor

Avatar

Ramon Diaz-Bernardo

Associate 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

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