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.
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Специализация Маркетинговая стратегияМеждународная бизнес-школа IEОб этом курсе
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Английский
Субтитры: Английский
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Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
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Прибл. 8 часов на выполнение
Английский
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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.
Программа курса: что вы изучите
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.
2 ч. на завершение
7 видео ((всего 25 мин.)), 3 материалов для самостоятельного изучения, 2 тестов
7 видео
Trailer50
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
3 материала для самостоятельного изучения
Marketing in the age of fragmentation10мин
The Evolution of Marketing30мин
Mountain Dew Kickstart comes alive10мин
2 практических упражнения
Marketing process and Positioning10мин
Marketing process and Positioning14мин
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.
2 ч. на завершение
10 видео ((всего 41 мин.)), 4 материалов для самостоятельного изучения, 3 тестов
10 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
4 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
3 практических 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
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.
2 ч. на завершение
9 видео ((всего 35 мин.)), 4 материалов для самостоятельного изучения, 2 тестов
9 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
4 материала для самостоятельного изучения
Denny: Fighting commoditization with differentiation10мин
Differentiation that matters10мин
BigPond – Why Emotional differentiation wins10мин
Differentiation or Salience10мин
2 практических упражнения
Differentiation & positioning. Please fill out the following sentences:8мин
Differentiation & value proposition12мин
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.
3 ч. на завершение
12 видео ((всего 58 мин.)), 8 материалов для самостоятельного изучения, 3 тестов
12 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?50
8 материалов 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
3 практических упражнения
Positioning12мин
Positioning14мин
Match these sentences regarding Positioning2мин
Рецензии
Лучшие отзывы о курсе POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY
от партнера PK8 июля 2017 г.
Quite a nice overview of the basics of positioning, defining value to customers and provides a nice high level view. On the negative side: Some of the readings are hard to access on the warc site.
от партнера SN2 авг. 2019 г.
Very valuable information, which gives you clear idea about trends impact and how to start your marketing strategy Explanation of professor is excellent when it comes to examples, but content wise
от партнера NK20 дек. 2016 г.
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.
от партнера S19 апр. 2020 г.
I found this course on positioning helpful and it also clears my doubts. I learn some key concepts that are new to me. Overall good course to learn about marketing esp positioning.
Специализация Маркетинговая стратегия: общие сведения
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.
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