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Гибкие сроки

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Начальный уровень

Прибл. 11 часа на выполнение

Предполагаемая нагрузка: 8 hours/week...

Английский

Субтитры: Английский

Программа курса: что вы изучите

Неделя
1
2 ч. на завершение

Product and Product Policy

At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.

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10 видео ((всего 59 мин.)), 6 материалов для самостоятельного изучения, 1 тест
10 видео
Marketing Warfare: Intro to the Course5мин
What is a Product? Product Definition and Product Levels8мин
Product & Service Decisions4мин
What is a Brand?7мин
The Product Life Cycle6мин
Planned Obselescence6мин
Product Strategy Matrices: BCG Matrix7мин
Product Strategy Matrixes: McKinsey/General Electric Matrix7мин
Product Strategy Matrices: Ansoff Matrix5мин
6 материала для самостоятельного изучения
Product Life Cycle Stages10мин
Planned Obsolescence10мин
Here's the Truth about the Planned Obsolescence of Tech10мин
BCG Classics Revisited: The Growth Share Matrix10мин
Enduring Ideas: The GE-McKinsey Nine-Box Matrix10мин
Product Policy: 6 Essential Components of a Sound Product Policy10мин
1 практическое упражнение
Graded Quiz18мин
Неделя
2
1 ч. на завершение

Price and Pricing Policy

At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.

...
6 видео ((всего 48 мин.)), 2 материалов для самостоятельного изучения, 1 тест
6 видео
The Emergence of Internet Pricing9мин
Internal Factors Affecting Price Definition7мин
External Factors Affecting Price Definition8мин
General Pricing Approaches 1: Cost-Based6мин
General Pricing Approaches 2: Value-Based7мин
2 материала для самостоятельного изучения
Methods to Price Your Product10мин
Pay-per-laugh: Customers charged exactly for what they "consume"10мин
1 практическое упражнение
Graded Quiz14мин
Неделя
3
2 ч. на завершение

Channel Management and Retailing

At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.

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10 видео ((всего 66 мин.)), 3 материалов для самостоятельного изучения, 1 тест
10 видео
Key Factors in Designing a Distribution Channel6мин
How to Manage Channels and Resolve Conflict5мин
The Nature of Trade Marketing4мин
How is Trade Marketing Evolving?5мин
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13мин
Important Developments in Retailing6мин
Retail Strategy and Multichannel Retailing5мин
Global Growth Opportunities and Entry Strategies6мин
The Emergence of Online Retail Channels6мин
3 материала для самостоятельного изучения
Strategic Channel Design10мин
Three Rules for Buiding the Modern Retail Organization10мин
Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10мин
1 практическое упражнение
Graded Quiz12мин
Неделя
4
3 ч. на завершение

Marketing Communications

At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.

...
13 видео ((всего 111 мин.)), 5 материалов для самостоятельного изучения, 1 тест
13 видео
Developing Effective Communications9мин
Establishing the Marketing Communications Budget8мин
Deciding on the Marketing Communication Mix8мин
Managing the Integrated Marketing Communications Process4мин
Expert Interview: José María Rull, President and CEO of DDB Spain13мин
Managing Media and Evaluating Effectiveness7мин
Developing an Advertising Program10мин
Sales Promotion, PR, Events and Experiences8мин
Direct and Interactive Marketing8мин
Developing the Sales Force5мин
Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18мин
Trailer: The Marketing Plan50
5 материала для самостоятельного изучения
Recommended Reading: Designing and Managing Marketing Communications10мин
How Advertising Works: What Do We Really Know?10мин
Managing Brands for the Long Run10мин
A Strategic Perspective on Sales Promotions10мин
Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications10мин
1 практическое упражнение
Graded Quiz14мин
4.5
Рецензии: 34Chevron Right

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Лучшие отзывы о курсе Marketing Mix Fundamentals

автор: APSep 17th 2018

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

автор: BSMar 29th 2019

I am very much Greatfull to Coursera for giving me this opportunity to have a certified course thank you.

Преподаватели

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Maria Teresa Aranzabal

Professor
Marketing
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Fernando Cortiñas

Professor
Marketing

О Международная бизнес-школа IE

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....

О специализации ''Маркетинговая стратегия'

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....
Маркетинговая стратегия

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