Об этом курсе
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Субтитры: Английский

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Marketing PlanMarket AnalysisPlanningMarketing Strategy

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Прибл. 17 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 4-7 hours/week...


Субтитры: Английский

Программа курса: что вы изучите

6 ч. на завершение


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.

10 видео ((всего 53 мин.)), 2 материалов для самостоятельного изучения, 1 тест
10 видео
The marketing plan: interview with Veronica Santos.6мин
The Marketing Plan definition.5мин
Objectives and structure of The Marketing Plan.6мин
The 4 main parts of a marketing plan.5мин
Critical elements of the external analysis.5мин
Critical elements of the internal analysis.4мин
The SWOT Matrix.6мин
The Nissan Leaf case.5мин
How to complete assignment 1: analysis.3мин
2 материала для самостоятельного изучения
The Nissan Leaf Case
The manager's guide to competitive marketing strategies - Norton, Paley.1ч 30мин
5 ч. на завершение

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.

8 видео ((всего 55 мин.)), 2 материалов для самостоятельного изучения, 1 тест
8 видео
What is marketing strategy?5мин
Marketing strategy definition.10мин
Financial and non-financial objectives.4мин
The customer attraction vs customer retention dilemma.7мин
Identifying the best target segment for your product or service.9мин
How to identify the best positioning for your product or service?9мин
How to complete assignment 2: marketing strategy.4мин
2 материала для самостоятельного изучения
The Marketing Plan - Multimedia45мин
Marketing decision making and the management of pricing successful business tools.1ч 30мин
3 ч. на завершение

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.

13 видео ((всего 75 мин.)), 1 тест
13 видео
Marketing mix definition: short-term and tactics vs long-term tactics.7мин
Deciding product strategy: the product lifecycle.4мин
Deciding product strategy: product levels.5мин
Deciding product strategy: branding strategy.5мин
An interview with Martin Boehm.4мин
Pricing strategy.8мин
Distribution channels: interview with Maria Teresa Aranzabal.6мин
Distribution channel strategy.7мин
Integrated communication strategy: an interview with Eda Sayin.7мин
How to build an integrated communication strategy: part 1.6мин
How to build an integrated communication strategy: part 2.5мин
How to complete assignment 3: marketing mix implementation?4мин
3 ч. на завершение

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.

10 видео ((всего 58 мин.)), 1 тест
10 видео
Interview with Luis Rodriguez Baptista.9мин
The expected results definition.3мин
Metrics for financial objectives.7мин
Metrics for non-financial objectives: brand awareness5мин
Metrics for non-financial objectives: social media brand.4мин
Metrics for strategic objectives.6мин
Metrics for customer objectives.6мин
The Marketing Plan budget.8мин
How to complete assignment 4: expected results?3мин
Рецензии: 23Chevron Right


начал новую карьеру, пройдя эти курсы


получил значимые преимущества в карьере благодаря этому курсу


стал больше зарабатывать или получил повышение

Лучшие отзывы о курсе The Marketing Plan

автор: DOJun 8th 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.

автор: DVSep 5th 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.



Ramon Diaz-Bernardo

Associate Professor

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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