About this Course
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다음 전문 분야의 5개 강좌 중 3번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

초급 단계

완료하는 데 약 11시간 필요

권장: 8 hours/week...

영어

자막: 영어
User
Course을(를) 수강하는 학습자
  • Marketing Specialists
  • Marketers
  • Translators
  • Customer Care Reps
  • Business Analysts
User
Course을(를) 수강하는 학습자
  • Marketing Specialists
  • Marketers
  • Translators
  • Customer Care Reps
  • Business Analysts

다음 전문 분야의 5개 강좌 중 3번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

초급 단계

완료하는 데 약 11시간 필요

권장: 8 hours/week...

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 2시간 필요

Product and Product Policy

10개 동영상 (총 59분), 6 readings, 1 quiz
10개의 동영상
Marketing Warfare: Intro to the Course5m
What is a Product? Product Definition and Product Levels8m
Product & Service Decisions4m
What is a Brand?7m
The Product Life Cycle6m
Planned Obselescence6m
Product Strategy Matrices: BCG Matrix7m
Product Strategy Matrixes: McKinsey/General Electric Matrix7m
Product Strategy Matrices: Ansoff Matrix5m
6개의 읽기 자료
Product Life Cycle Stages10m
Planned Obsolescence10m
Here's the Truth about the Planned Obsolescence of Tech10m
BCG Classics Revisited: The Growth Share Matrix10m
Enduring Ideas: The GE-McKinsey Nine-Box Matrix10m
Product Policy: 6 Essential Components of a Sound Product Policy10m
1개 연습문제
Graded Quiz18m
2
완료하는 데 1시간 필요

Price and Pricing Policy

6개 동영상 (총 48분), 2 readings, 1 quiz
6개의 동영상
The Emergence of Internet Pricing9m
Internal Factors Affecting Price Definition7m
External Factors Affecting Price Definition8m
General Pricing Approaches 1: Cost-Based6m
General Pricing Approaches 2: Value-Based7m
2개의 읽기 자료
Methods to Price Your Product10m
Pay-per-laugh: Customers charged exactly for what they "consume"10m
1개 연습문제
Graded Quiz14m
3
완료하는 데 2시간 필요

Channel Management and Retailing

10개 동영상 (총 66분), 3 readings, 1 quiz
10개의 동영상
Key Factors in Designing a Distribution Channel6m
How to Manage Channels and Resolve Conflict5m
The Nature of Trade Marketing4m
How is Trade Marketing Evolving?5m
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13m
Important Developments in Retailing6m
Retail Strategy and Multichannel Retailing5m
Global Growth Opportunities and Entry Strategies6m
The Emergence of Online Retail Channels6m
3개의 읽기 자료
Strategic Channel Design10m
Three Rules for Buiding the Modern Retail Organization10m
Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10m
1개 연습문제
Graded Quiz12m
4
완료하는 데 3시간 필요

Marketing Communications

13개 동영상 (총 111분), 5 readings, 1 quiz
13개의 동영상
Developing Effective Communications9m
Establishing the Marketing Communications Budget8m
Deciding on the Marketing Communication Mix8m
Managing the Integrated Marketing Communications Process4m
Expert Interview: José María Rull, President and CEO of DDB Spain13m
Managing Media and Evaluating Effectiveness7m
Developing an Advertising Program10m
Sales Promotion, PR, Events and Experiences8m
Direct and Interactive Marketing8m
Developing the Sales Force5m
Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18m
Trailer: The Marketing Plan50
5개의 읽기 자료
Recommended Reading: Designing and Managing Marketing Communications10m
How Advertising Works: What Do We Really Know?10m
Managing Brands for the Long Run10m
A Strategic Perspective on Sales Promotions10m
Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications10m
1개 연습문제
Graded Quiz14m
4.5
37개의 리뷰Chevron Right

80%

이 강좌를 수료한 후 새로운 경력 시작하기

57%

이 강좌를 통해 확실한 경력상 이점 얻기

Marketing Mix Fundamentals의 최상위 리뷰

대학: CGJun 24th 2019

its a very crucial subect in marketing and i am happy thet i have got more knowledge about marketing mix fundamental

대학: APSep 17th 2018

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

강사

Avatar

Maria Teresa Aranzabal

Professor
Marketing
Avatar

Fernando Cortiñas

Professor
Marketing

IE 경영대학원 정보

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....

마케팅 전략 전문 분야 정보

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....
마케팅 전략

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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