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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Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
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IE 경영대학원
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.
강의 계획 - 이 강좌에서 배울 내용
완료하는 데 2시간 필요
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.
완료하는 데 2시간 필요
7개 동영상 (총 25분), 3 개의 읽기 자료, 2 개의 테스트
7개의 동영상
Trailer50
1.0 Why positioning?3m
1.1 Where should we start?5m
1.2 Positioning as a key element in the marketing process4m
1.3 Market environment analysis: Context and Customers4m
1.4 Market environment analysis: Collaborators, Competitors and Company2m
1.5 What do we get from a proper positioning?3m
3개의 읽기 자료
Marketing in the age of fragmentation10m
The Evolution of Marketing30m
Mountain Dew Kickstart comes alive10m
2개 연습문제
Marketing process and Positioning10m
Marketing process and Positioning14m
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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.
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10개 동영상 (총 41분), 4 개의 읽기 자료, 3 개의 테스트
10개의 동영상
2.1 Mass market, market segments, niche markets and individuals1m
2.2 Segmentation levels4m
2.3 Why should we segment?2m
2.4 Reasons to segment3m
2.5 Segmentation criteria: geographic and demographic3m
2.6 Segmentation criteria: psychographic and behavioral5m
2.7 How to come up with an effective segmentation?3m
2.8 Segmentation models4m
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9m
4개의 읽기 자료
The art and science of consumer segmentation10m
Personalised targeting: Don’t get personal get social10m
Holistic segmentation10m
Why Unilever believes “consumers are dead”10m
3개 연습문제
Segmentation and targeting12m
In the following exercise you will have to identify to which segmentation criteria each sentence is related with14m
Segmentation and targeting 26m
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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.
완료하는 데 2시간 필요
9개 동영상 (총 35분), 4 개의 읽기 자료, 2 개의 테스트
9개의 동영상
3.1 What is differentiation and value proposition?2m
3.2 Positioning in real life: Exercise3m
3.3 Frame of reference, points of parity and points of difference5m
3.4 How to come up with the points of difference?4m
3.5 The three circles model (Urbany & Davis)4m
3.6 Differentiation strategies4m
3.7 Session 3 Summary1m
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5m
4개의 읽기 자료
Denny: Fighting commoditization with differentiation10m
Differentiation that matters10m
BigPond – Why Emotional differentiation wins10m
Differentiation or Salience10m
2개 연습문제
Differentiation & positioning. Please fill out the following sentences:8m
Differentiation & value proposition12m
완료하는 데 3시간 필요
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.
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12개 동영상 (총 58분), 8 개의 읽기 자료, 3 개의 테스트
12개의 동영상
4.1 What is positioning?3m
4.2 Positioning examples at Citroën10m
4.3 Positioning Statement3m
4.4 How to define the Commercial Plan based on the positioning?5m
4.5 How to come up with the value proposition? Positioning maps4m
4.6 Spider Web Perceptual Maps3m
4.7 Alternative Positioning Strategies6m
4.8 Key trends impacting Positioning (1/2)7m
4.9 Key trends impacting Positioning (2/2)7m
4.10 Course wrap up4m
Ready to continue on this journey?50
8개의 읽기 자료
Chobani Plain Inspiring10m
Dennys reinvents the American dinner10m
Positioning Maps Multimedia10m
Vodafone Egypt: How to make the small seems big10m
Consumers in 2016: Generation swipe10m
Can big data and analysis replace intuition?10m
Innovation beyond blue oceans10m
Super personalize me! When technological advance meets consumer power10m
3개 연습문제
Positioning12m
Positioning14m
Match these sentences regarding Positioning2m
검토
POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY의 최상위 리뷰
SN 제공2019년 8월 2일
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
PK 제공2017년 7월 8일
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.
NK 제공2016년 12월 20일
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.
S 제공2020년 4월 19일
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.
마케팅 전략 특화 과정 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.
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