Об этом курсе
4.4
Оценки: 152
Рецензии: 33
Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy...
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Предполагаемая нагрузка: 4 weeks of study, 1-3 hours/week

Прибл. 14 ч. на завершение
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English

Субтитры: English, Vietnamese
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Clock

Предполагаемая нагрузка: 4 weeks of study, 1-3 hours/week

Прибл. 14 ч. на завершение
Comment Dots

English

Субтитры: English, Vietnamese

Программа курса: что вы изучите

1

Раздел
Clock
2 ч. на завершение

Course Overview & Week 1

Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing. ...
Reading
16 видео (всего 78 мин.), 4 материалов для самостоятельного изучения, 1 тест
Video16 видео
1.- Course Outline2мин
2.- Week 1 Overview3мин
3.- Framing Marketing Challenges, Part 14мин
4.- Framing Marketing Challenges, Part 26мин
5.- The Marketing Process, Part 16мин
6.- The Marketing Process, Part 24мин
7.- Segmentation, Part 14мин
8.- Segmentation, Part 23мин
9.- Segmentation Part 35мин
10.- Segmentation Part 42мин
11.- Marketing Research, Part 17мин
12.- Marketing Research, Part 25мин
13.- Marketing Research, Part 34мин
14.- Targeting and Positioning, Part 16мин
15.- Targeting and Positioning, Part 25мин
Reading4 материала для самостоятельного изучения
Syllabus10мин
About Week 110мин
Required Reading10мин
Week 1 Quiz Solutions Key10мин
Quiz1 практическое упражнение
Week 118мин

2

Раздел
Clock
2 ч. на завершение

Week 2: Product, Pricing & Channel Design

It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels. ...
Reading
17 видео (всего 80 мин.), 3 материалов для самостоятельного изучения, 1 тест
Video17 видео
2.- Product Definition, Part 17мин
3.- Product Definition, Part 23мин
4.- Estimating Product Demand, Part 14мин
5.- Estimating Product Demand, Part 24мин
6.- Managing Products, Part 13мин
7.- Managing Products, Part 25мин
8.- Managing Products, Part 33мин
9.- Pricing Fundamentals, Part 15мин
10.- Pricing Fundamentals, Part 24мин
11.- Pricing Fundamentals, Part 33мин
12.- Pricing Fundamentals, Part 45мин
13.- Pricing Fundamentals, Part 54мин
14.- Channel Design, Part 14мин
15.- Channel Design, Part 27мин
16.- Channel Management7мин
17.- Week 2 Recap1мин
Reading3 материала для самостоятельного изучения
About Week 210мин
Required Reading10мин
Week 2 Quiz Solution Key10мин
Quiz1 практическое упражнение
Week 216мин

3

Раздел
Clock
2 ч. на завершение

Week 3: Building Strong Brands

Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand. ...
Reading
13 видео (всего 55 мин.), 2 материалов для самостоятельного изучения, 1 тест
Video13 видео
2.- Defining Brands4мин
3.- What Things Can Be Branded?4мин
4.- Why Are Brands Important?, Part 14мин
5.- Why Are Brands Important?, Part 23мин
6.- The Value of a Brand, Part 14мин
7.- The Value of a Brand, Part 26мин
8.- Brand Equity5мин
9.- The Branding Process, Part 16мин
10.- The Branding Process, Part 23мин
11.- Brand Extensions, Part 14мин
12.- Brand Extensions, Part 26мин
13.- Week 3 Recapмин
Reading2 материала для самостоятельного изучения
About Week 310мин
Week 3 Quiz Solution Key10мин
Quiz1 практическое упражнение
Week 316мин

4

Раздел
Clock
3 ч. на завершение

Week 4: Communication Strategy

Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy. ...
Reading
11 видео (всего 47 мин.), 1 материал для самостоятельного изучения, 2 тестов
Video11 видео
2.- Communications Framework1мин
3.- Mission And Market7мин
4.- Map The Decision Making Process, Part 16мин
5.- Map The Decision Making Process, Part 24мин
6.- Message and Content4мин
7.- Media, Part 14мин
8.- Media, Part 26мин
9.- Measurement5мин
10.- Week 4 Recap1мин
Conclusion to the Course1мин
Reading1 материал для самостоятельного изучения
About Week 410мин
Quiz1 практическое упражнение
Week 4 - Part 114мин
4.4
Briefcase

83%

получил значимые преимущества в карьере благодаря этому курсу
Money

50%

стал больше зарабатывать или получил повышение

Лучшие рецензии

автор: RTMay 2nd 2017

Good understanding of methods to know what customer think and how they think.\n\nUseful for anyone doing market related activities. No indepth background needed to get into this course.

автор: MPMar 9th 2018

Content wise its very rich and a good course for marketing student...must learn from this course.

Преподаватель

Mario Capizzani

Lecturer
Marketing

О IESE Business School

For over fifty years, IESE, the graduate business school of the University of Navarra, has been at the forefront of management education, developing and inspiring business leaders who strive to make a deep, positive and lasting impact on the people, companies and society they serve....

О специализации ''Foundations of Management'

Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of financial, marketing and decision-making principles and other management fundamentals will help you achieve your professional goals - be it getting promoted in your current job, getting ready for a MBA program, or starting your own company. This Specialization will give you a comprehensive introduction to the practice of management through the lens of four key disciplines: accounting, finance, marketing, and organizational behavior. In each course, you'll analyze real business cases from these four perspectives. In the final Capstone Project, you’ll apply what you’ve learned to develop a holistic solution to a real-world business dilemma. This Specialization will provide you with the skill set needed to help achieve the next step in your career....
Foundations of Management

Часто задаваемые вопросы

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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