About this Course
4.6
156개의 평가
23개의 리뷰

다음의 4/5개 강좌

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 17시간 필요

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

영어

자막: 영어

귀하가 습득할 기술

Marketing PlanMarket AnalysisPlanningMarketing Strategy

다음의 4/5개 강좌

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 17시간 필요

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

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 6시간 필요

Analysis

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 videos (Total 53 min), 2 readings, 1 quiz
10개의 동영상
The marketing plan: interview with Veronica Santos.6m
The Marketing Plan definition.5m
Objectives and structure of The Marketing Plan.6m
The 4 main parts of a marketing plan.5m
Critical elements of the external analysis.5m
Critical elements of the internal analysis.4m
The SWOT Matrix.6m
The Nissan Leaf case.5m
How to complete assignment 1: analysis.3m
2개의 읽기 자료
The Nissan Leaf Case
The manager's guide to competitive marketing strategies - Norton, Paley.30m
2
완료하는 데 5시간 필요

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 videos (Total 55 min), 2 readings, 1 quiz
8개의 동영상
What is marketing strategy?5m
Marketing strategy definition.10m
Financial and non-financial objectives.4m
The customer attraction vs customer retention dilemma.7m
Identifying the best target segment for your product or service.9m
How to identify the best positioning for your product or service?9m
How to complete assignment 2: marketing strategy.4m
2개의 읽기 자료
The Marketing Plan - Multimedia45m
Marketing decision making and the management of pricing successful business tools.30m
3
완료하는 데 3시간 필요

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 videos (Total 75 min), 1 quiz
13개의 동영상
Marketing mix definition: short-term and tactics vs long-term tactics.7m
Deciding product strategy: the product lifecycle.4m
Deciding product strategy: product levels.5m
Deciding product strategy: branding strategy.5m
An interview with Martin Boehm.4m
Pricing strategy.8m
Distribution channels: interview with Maria Teresa Aranzabal.6m
Distribution channel strategy.7m
Integrated communication strategy: an interview with Eda Sayin.7m
How to build an integrated communication strategy: part 1.6m
How to build an integrated communication strategy: part 2.5m
How to complete assignment 3: marketing mix implementation?4m
4
완료하는 데 3시간 필요

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 videos (Total 58 min), 1 quiz
10개의 동영상
Interview with Luis Rodriguez Baptista.9m
The expected results definition.3m
Metrics for financial objectives.7m
Metrics for non-financial objectives: brand awareness5m
Metrics for non-financial objectives: social media brand.4m
Metrics for strategic objectives.6m
Metrics for customer objectives.6m
The Marketing Plan budget.8m
How to complete assignment 4: expected results?3m
4.6
23개의 리뷰Chevron Right

67%

이 강좌를 수료한 후 새로운 경력 시작하기

75%

이 강좌를 통해 확실한 경력상 이점 얻기

33%

급여 인상 또는 승진하기

최상위 리뷰

대학: 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.

대학: 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.

강사

Avatar

Ramon Diaz-Bernardo

Associate 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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