Об этом курсе
4.5
292 ratings
65 reviews
Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan. In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills. The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract....
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Beginner Level

Начальный уровень

Clock

Предполагаемая нагрузка: 4 weeks of study, 1-2 hours/week

Прибл. 10 ч. на завершение
Comment Dots

English

Субтитры: English

Приобретаемые навыки

Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Beginner Level

Начальный уровень

Clock

Предполагаемая нагрузка: 4 weeks of study, 1-2 hours/week

Прибл. 10 ч. на завершение
Comment Dots

English

Субтитры: English

Программа курса: что вы изучите

1

Раздел
Clock
2 ч. на завершение

Positioning introduction

In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined....
Reading
7 видео (всего 25 мин.), 3 материалов для самостоятельного изучения, 2 тестов
Video7 видео
Trailerмин
1.0 Why positioning?3мин
1.1 Where should we start?5мин
1.2 Positioning as a key element in the marketing process4мин
1.3 Market environment analysis: Context and Customers4мин
1.4 Market environment analysis: Collaborators, Competitors and Company2мин
1.5 What do we get from a proper positioning?3мин
Reading3 материала для самостоятельного изучения
Marketing in the age of fragmentation10мин
The Evolution of Marketing30мин
Mountain Dew Kickstart comes alive10мин
Quiz2 практического упражнения
Marketing process and Positioning10мин
Marketing process and Positioning14мин

2

Раздел
Clock
2 ч. на завершение

Segmentation

In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segmentation....
Reading
10 видео (всего 41 мин.), 4 материалов для самостоятельного изучения, 3 тестов
Video10 видео
2.1 Mass market, market segments, niche markets and individuals1мин
2.2 Segmentation levels4мин
2.3 Why should we segment?2мин
2.4 Reasons to segment3мин
2.5 Segmentation criteria: geographic and demographic3мин
2.6 Segmentation criteria: psychographic and behavioral5мин
2.7 How to come up with an effective segmentation?3мин
2.8 Segmentation models4мин
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9мин
Reading4 материала для самостоятельного изучения
The art and science of consumer segmentation10мин
Personalised targeting: Don’t get personal get social10мин
Holistic segmentation10мин
Why Unilever believes “consumers are dead”10мин
Quiz3 практического упражнения
Segmentation and targeting12мин
In the following exercise you will have to identify to which segmentation criteria each sentence is related with14мин
Segmentation and targeting 26мин

3

Раздел
Clock
2 ч. на завершение

Differentiation and Value Proposition

In the third module, the second element of positioning is addressed: Value proposition and differentiation. Both the value proposition and differentiation concepts are presented, following up with how to come up with them effectively and potential strategies to be followed....
Reading
9 видео (всего 35 мин.), 4 материалов для самостоятельного изучения, 2 тестов
Video9 видео
3.1 What is differentiation and value proposition?2мин
3.2 Positioning in real life: Exercise3мин
3.3 Frame of reference, points of parity and points of difference5мин
3.4 How to come up with the points of difference?4мин
3.5 The three circles model (Urbany & Davis)4мин
3.6 Differentiation strategies4мин
3.7 Session 3 Summary1мин
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5мин
Reading4 материала для самостоятельного изучения
Denny: Fighting commoditization with differentiation10мин
Differentiation that matters10мин
BigPond – Why Emotional differentiation wins10мин
Differentiation or Salience10мин
Quiz2 практического упражнения
Differentiation & positioning. Please fill out the following sentences:8мин
Differentiation & value proposition12мин

4

Раздел
Clock
3 ч. на завершение

Positioning

In the fourth module we speak about positioning itself. The positioning concept is analyzed and practical tools are shared to define it . Furthermore, key marketing strategies and market trends affecting positioning are offered....
Reading
12 видео (всего 58 мин.), 8 материалов для самостоятельного изучения, 3 тестов
Video12 видео
4.1 What is positioning?3мин
4.2 Positioning examples at Citroën10мин
4.3 Positioning Statement3мин
4.4 How to define the Commercial Plan based on the positioning?5мин
4.5 How to come up with the value proposition? Positioning maps4мин
4.6 Spider Web Perceptual Maps3мин
4.7 Alternative Positioning Strategies6мин
4.8 Key trends impacting Positioning (1/2)7мин
4.9 Key trends impacting Positioning (2/2)7мин
4.10 Course wrap up4мин
Ready to continue on this journey?мин
Reading8 материала для самостоятельного изучения
Chobani Plain Inspiring10мин
Dennys reinvents the American dinner10мин
Positioning Maps Multimedia10мин
Vodafone Egypt: How to make the small seems big10мин
Consumers in 2016: Generation swipe10мин
Can big data and analysis replace intuition?10мин
Innovation beyond blue oceans10мин
Super personalize me! When technological advance meets consumer power10мин
Quiz3 практического упражнения
Positioning12мин
Positioning14мин
Match these sentences regarding Positioning2мин
4.5
Briefcase

83%

получил значимые преимущества в карьере благодаря этому курсу

Лучшие рецензии

автор: NMDec 21st 2016

Professor Ignacio elaborated the concept of positioning in a detailed manner. 5C's are very nicely explained. The videos are short and engaging which helped in increasing concentration.

автор: LOFeb 8th 2018

It has been very instrumental in my case as i redefine the strategy for my organization. Simple and easy to understand with very good case study literature provided. Thanks guys

Преподаватель

Ignacio Gafo

Professor
Marketing

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 Strategy'

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....
Marketing Strategy

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.

Остались вопросы? Посетите Центр поддержки учащихся.