Este curso forma parte de Programa especializado: Estrategia de marketing

4.6
estrellas
411 calificaciones

94 %

Ramon Diaz-Bernardo

29.671 ya inscrito

Ofrecido Por

Programa especializado: Estrategia de marketingIE Business School

Acerca de este Curso

34.411 vistas recientes

Create your own Marketing Plan for your  own product or service idea.  In this course you will learn how to produce arguably the most important marketing tool for any business.  Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan.  You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example.
Ramon Diaz Bernardo - a professor with over 20 years experience - will guide you through the four most important stages of The Marketing Plan: analysis, marketing strategy; the marketing mix and expected results.  On this journey, he will conduct interviews with leading experts from international companies in marketing as well as invite students to join him for explanations and discussions.

This excellent and unique course allows you not only to learn the essential parts of The Marketing Plan but also map out the future of your own business and take the first steps on the path to launching your own product.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 4 de 5 en

Programa especializado: Estrategia de marketing

Aprox. 16 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Habilidades que obtendrás

Marketing Plan
Market Analysis
Planning
Marketing Strategy

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 4 de 5 en

Programa especializado: Estrategia de marketing

Aprox. 16 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,65/5 (67 calificaciones)

Ramon Diaz-Bernardo

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.

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.

Mira cómo los empleados de las mejores empresas dominan las habilidades más demandadas

Obtén más información sobre Coursera para Empresas

Programa - Qué aprenderás en este curso

Calificación del contenido94%(1,717 calificaciones)

Semana

Semana 1

5 horas para completar

Analysis

Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments.

5 horas para completar

10 videos (Total 53 minutos), 2 lecturas, 1 cuestionario

10 videos

Introduction to The Marketing Plan.3m

The marketing plan: interview with Veronica Santos.6m

The Marketing Plan definition.5m

Objectives and structure of The Marketing Plan.6m

The 4 main parts of a marketing plan.5m

Critical elements of the external analysis.5m

Critical elements of the internal analysis.4m

The SWOT Matrix.6m

The Nissan Leaf case.5m

How to complete assignment 1: analysis.3m

2 lecturas

The Nissan Leaf Case1h

The manager's guide to competitive marketing strategies - Norton, Paley.1h 30m

Semana

Semana 2

5 horas para completar

Marketing Strategy

5 horas para completar

8 videos (Total 55 minutos), 2 lecturas, 1 cuestionario

8 videos

Introduction to marketing strategy.2m

What is marketing strategy?5m

Marketing strategy definition.10m

Financial and non-financial objectives.4m

The customer attraction vs customer retention dilemma.7m

Identifying the best target segment for your product or service.9m

How to identify the best positioning for your product or service?9m

How to complete assignment 2: marketing strategy.4m

2 lecturas

The Marketing Plan - Multimedia45m

Marketing decision making and the management of pricing successful business tools.1h 30m

Semana

Semana 3

3 horas para completar

Marketing Mix Implementation

Welcome to the third part of The Marketing Plan - the marketing mix implementation. This is the action phase. Here, you will use the lessons learned in modules one and two to decide where you are going to invest your time and money, in regards to marketing. You will become familiar with the 4 P's of marketing and also learn how to effectively price your product or service. Finally, you will begin to understand which channel or combination of channels are best suited to marketing your brand.

3 horas para completar

13 videos (Total 75 minutos)

13 videos

Introduction to Marketing Mix Implementation.1m

Marketing mix definition: short-term and tactics vs long-term tactics.7m

Deciding product strategy: the product lifecycle.4m

Deciding product strategy: product levels.5m

Deciding product strategy: branding strategy.5m

An interview with Martin Boehm.4m

Pricing strategy.8m

Distribution channels: interview with Maria Teresa Aranzabal.6m

Distribution channel strategy.7m

Integrated communication strategy: an interview with Eda Sayin.7m

How to build an integrated communication strategy: part 1.6m

How to build an integrated communication strategy: part 2.5m

How to complete assignment 3: marketing mix implementation?4m

Semana

Semana 4

3 horas para completar

Expected results

Welcome to the final part of The Marketing Plan course - the expected results. Here, you will use metrics to make realistic estimates to how successful your marketing plan has been. This is document that will be used to test whether or not your marketing plan has been successful in the future. You will, most importantly, learn how to produce a profit and loss account, which will predict, and ultimately judge, the financial success of your marketing strategy and implementation.

3 horas para completar

10 videos (Total 58 minutos)

10 videos

Introduction to expected results.2m

Interview with Luis Rodriguez Baptista.9m

The expected results definition.3m

Metrics for financial objectives.7m

Metrics for non-financial objectives: brand awareness5m

Metrics for non-financial objectives: social media brand.4m

Metrics for strategic objectives.6m

Metrics for customer objectives.6m

The Marketing Plan budget.8m

How to complete assignment 4: expected results?3m

Reseñas

4.6

77 reseña

5 stars
75,48 %
4 stars
17,96 %
3 stars
2,91 %
2 stars
1,69 %
1 star
1,94 %

Principales reseñas sobre THE MARKETING PLAN

por RK26 de dic. de 2019

Really I just wanted to let you know that the course is very very high quality and the instructor is more than perfect

por KA18 de jun. de 2017

The content and the instructor and the course is very clear and mind mapped very well, I was able to do my Company Marketing Plan for 2017 using this knowledge

por RM23 de feb. de 2017

Really involved and detailed. Actual strategies discussed and not just theories. Quite a few videos and external resources. I learned so much from this course.

por AT16 de sep. de 2018

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

Ver todas las reseñas

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.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
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.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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The Marketing Plan

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Habilidades que obtendrás