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.
ofrecido por
Programa Especializado - Estrategia de marketingIE Business SchoolAcerca de este Curso
44,354 vistas recientes
Resultados profesionales del estudiante
67%
comenzó una nueva carrera después de completar estos cursos
70%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
25%
consiguió un aumento de sueldo o ascenso
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
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 17 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
Habilidades que obtendrás
Marketing PlanMarket AnalysisPlanningMarketing Strategy
Resultados profesionales del estudiante
67%
comenzó una nueva carrera después de completar estos cursos
70%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
25%
consiguió un aumento de sueldo o ascenso
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
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 17 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
6 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.
6 horas para completar
10 videos (Total 53 minutos), 2 lecturas, 1 cuestionario
10 videos
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
5 horas para completar
Marketing Strategy
Welcome to the marketing strategy part of the course. Here, you will learn how to identify the best target segment for your brand, product or service and also how to position your company in order to best reach them. You will also begin to understand the benefits and drawbacks of trying to attract new customers or retain existing ones.
5 horas para completar
8 videos (Total 55 minutos), 2 lecturas, 1 cuestionario
8 videos
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
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
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
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
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
Revisiones
Principales revisiones sobre THE MARKETING PLAN
por DO7 de jun. de 2017
Easy to navigate. Refined and professional instructor. Make it easy to relate and learn by quoting relevant examples throughout. All in all it was a great learning experience.
por DV4 de sep. de 2016
Amazing course..simple,lucid language for our understanding. It helped me a lot. Thank you so much for introducing this entire marketing strategy series of courses.
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 KS18 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
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.
¿Cuál es la política de reembolsos?
Si estás suscrito, obtienes una prueba gratis de 7 días, que podrás cancelar cuando desees sin ningún tipo de penalidad. Una vez transcurrido ese tiempo, no realizamos reembolsos. No obstante, puedes cancelar tu suscripción cuando quieras. Consulta nuestra política completa de reembolsos.
¿Hay ayuda económica disponible?
Sí, Coursera ofrece ayuda económica a los estudiantes que no pueden pagar la tarifa. Solicítala haciendo clic en el enlace de Ayuda económica que está debajo del botón “Inscribirse” a la izquierda. Se te pedirá que completes una solicitud. Recibirás una notificación en caso de que se apruebe. Deberás completar este paso para cada uno de los cursos que forman parte del Programa especializado, incluido el proyecto final. Obtén más información.
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
