After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
Your analysis will focus on Tesla Motor's and the launch of their Model X automobile. After making decisions regarding each of the four P's in peer graded exercises, you will prepare a final presentation for the launch of the car.
Этот курс входит в специализацию ''Специализация Marketing Mix Implementation'
Marketing Mix Implementation Capstone
от партнера
Программа курса: что вы изучите
Неделя
1Introduction to this capstone and the Tesla Motor's case study.
In this module you will be introduced to the Tesla Motor's through a case study. This will form the basis of this capstone, along with other information about the company. You will also find information about what will be required of you in each of the modules. In this particular case we are going to talk about the launch of the new model X, so we have to go back to 2014, when this case was written and take into consideration everything we have seen in the specialization. At the end of each week (excluding week 1) you will have a quiz, where you will be able to apply the theory learned during this specialization regarding the Model S, the model already in the market. Also week's 2 through 5, you will need to complete a peer graded assignment regarding the new Model X. In addition to this a final peer graded final presentation will need to be prepared at the end of Week 5 - here you will have to take decisions as marketing director of tesla and support these.
1 видео ((всего 4 мин.)), 3 материалов для самостоятельного изучения
3 материала для самостоятельного изучения
Outline of this Capstone and the evaluation process.10мин
Note regarding the case study method.10мин
Launching the Tesla Model X in the US: from word of mouth to mass marketing?30мин
Неделя
2Brand and product management decisions
In this module you will apply the theory you have learned from the Brand and Product Management course to the Tesla Motors case study. After an introduction to the module from the professor, we recommend that you review some of the key lectures from the Brand and Product Management course. Finally, you will be able to check your understanding of the current situation in a practice quiz and make decisions about the Model X in the peer graded assignment.
6 видео ((всего 37 мин.)), 3 материалов для самостоятельного изучения, 2 тестов
6 видео
How to develop and launch new products.9мин
Defining your brand model.4мин
The touchpoint concept.6мин
Idenifying your touchpoints.6мин
Prioritizing the key touchpoints.7мин
3 материала для самостоятельного изучения
Video test drive review of the Tesla Model S P90D.25мин
Model X Key Characteristics10мин
Video driving review of the Model X.25мин
1 практическое упражнение
Brand and Product Management Practice Quiz regarding the Model S.20мин
Неделя
3Pricing strategy decisions
In this module you will apply the theory you have learned from the pricing strategy course to the Tesla Motors case study. The structure of this module will be similar to that of the previous week, with a practice quiz and peer graded assignment making up the assessments.
5 видео ((всего 18 мин.)), 3 материалов для самостоятельного изучения, 2 тестов
5 видео
Pricing Psychology2мин
The pain of paying7мин
Pricing Approaches2мин
Optimal Price2мин
3 материала для самостоятельного изучения
Tesla Motors Additional Information Module 310мин
Tesla Model S Pricing10мин
Article regarding Model S and pricing structure15мин
1 практическое упражнение
Pricing Strategy Practice Quiz regarding Model S20мин
Неделя
4Channel management and retailing decisions
By this time you have probably realized that Tesla Motor's channel management is unlike those of regular automobile manufacturers. In this week, you will study more closely Tesla's distribution strategy and think about how whether it is suitable for the launch of Model X. As before, you will firstly analyze the current situation of Model S and then move on to making channel management decisions for Model X.
4 видео ((всего 18 мин.)), 6 материалов для самостоятельного изучения, 2 тестов
4 видео
How to Design a Distribution Channel5мин
Key Factors in Channel Management3мин
What are the Different Types of Channel Arrangements?5мин
6 материала для самостоятельного изучения
The Tesla Approach to Distributing and Servicing Cars15мин
Tesla Reinvents the Car Buying Experience10мин
Video: The Tesla Store Experience5мин
Video: Tesla's Elon Musk May Disrupt Dealership Industry6мин
Tesla's European Customers Can Now Design Their Model X Online10мин
Tesla Supercharger Charging Stations15мин
1 практическое упражнение
Channel management and retailing Practice Quiz regarding Model S:20мин
4.6
Рецензии: 650%
начал новую карьеру, пройдя эти курсы
83%
получил значимые преимущества в карьере благодаря этому курсу
33%
стал больше зарабатывать или получил повышение
Лучшие рецензии
автор: AA•Feb 8th 2017
Excellent class. Well laid out and very practical.
Преподаватель
Ramon Diaz-Bernardo
Associate ProfessorMarketing
О 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.
О специализации ''Marketing Mix Implementation'
In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
Часто задаваемые вопросы
Когда я получу доступ к лекциям и заданиям?
Зарегистрировавшись на сертификацию, вы получите доступ ко всем видео, тестам и заданиям по программированию (если они предусмотрены). Задания по взаимной оценке сокурсниками можно сдавать и проверять только после начала сессии. Если вы проходите курс без оплаты, некоторые задания могут быть недоступны.
Что я получу, оформив подписку на специализацию?
Записавшись на курс, вы получите доступ ко всем курсам в специализации, а также возможность получить сертификат о его прохождении. После успешного прохождения курса на странице ваших достижений появится электронный сертификат. Оттуда его можно распечатать или прикрепить к профилю LinkedIn. Просто ознакомиться с содержанием курса можно бесплатно.
Какие правила возврата средств?
Можно ли получить финансовую помощь?
Остались вопросы? Посетите Центр поддержки учащихся.
Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.
© Coursera Inc., 2019 Все права защищены.
