課程信息
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第 3 門課程(共 5 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

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初級

完成時間大約為11 小時

建議:8 hours/week...

英語(English)

字幕:英語(English)

第 3 門課程(共 5 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

初級

完成時間大約為11 小時

建議:8 hours/week...

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 2 小時

Product and Product Policy

At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.

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10 個視頻 (總計 59 分鐘), 6 個閱讀材料, 1 個測驗
10 個視頻
Marketing Warfare: Intro to the Course5分鐘
What is a Product? Product Definition and Product Levels8分鐘
Product & Service Decisions4分鐘
What is a Brand?7分鐘
The Product Life Cycle6分鐘
Planned Obselescence6分鐘
Product Strategy Matrices: BCG Matrix7分鐘
Product Strategy Matrixes: McKinsey/General Electric Matrix7分鐘
Product Strategy Matrices: Ansoff Matrix5分鐘
6 個閱讀材料
Product Life Cycle Stages10分鐘
Planned Obsolescence10分鐘
Here's the Truth about the Planned Obsolescence of Tech10分鐘
BCG Classics Revisited: The Growth Share Matrix10分鐘
Enduring Ideas: The GE-McKinsey Nine-Box Matrix10分鐘
Product Policy: 6 Essential Components of a Sound Product Policy10分鐘
1 個練習
Graded Quiz18分鐘
2
完成時間為 1 小時

Price and Pricing Policy

At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.

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6 個視頻 (總計 48 分鐘), 2 個閱讀材料, 1 個測驗
6 個視頻
The Emergence of Internet Pricing9分鐘
Internal Factors Affecting Price Definition7分鐘
External Factors Affecting Price Definition8分鐘
General Pricing Approaches 1: Cost-Based6分鐘
General Pricing Approaches 2: Value-Based7分鐘
2 個閱讀材料
Methods to Price Your Product10分鐘
Pay-per-laugh: Customers charged exactly for what they "consume"10分鐘
1 個練習
Graded Quiz14分鐘
3
完成時間為 2 小時

Channel Management and Retailing

At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.

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10 個視頻 (總計 66 分鐘), 3 個閱讀材料, 1 個測驗
10 個視頻
Key Factors in Designing a Distribution Channel6分鐘
How to Manage Channels and Resolve Conflict5分鐘
The Nature of Trade Marketing4分鐘
How is Trade Marketing Evolving?5分鐘
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13分鐘
Important Developments in Retailing6分鐘
Retail Strategy and Multichannel Retailing5分鐘
Global Growth Opportunities and Entry Strategies6分鐘
The Emergence of Online Retail Channels6分鐘
3 個閱讀材料
Strategic Channel Design10分鐘
Three Rules for Buiding the Modern Retail Organization10分鐘
Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10分鐘
1 個練習
Graded Quiz12分鐘
4
完成時間為 3 小時

Marketing Communications

At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.

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13 個視頻 (總計 111 分鐘), 5 個閱讀材料, 1 個測驗
13 個視頻
Developing Effective Communications9分鐘
Establishing the Marketing Communications Budget8分鐘
Deciding on the Marketing Communication Mix8分鐘
Managing the Integrated Marketing Communications Process4分鐘
Expert Interview: José María Rull, President and CEO of DDB Spain13分鐘
Managing Media and Evaluating Effectiveness7分鐘
Developing an Advertising Program10分鐘
Sales Promotion, PR, Events and Experiences8分鐘
Direct and Interactive Marketing8分鐘
Developing the Sales Force5分鐘
Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18分鐘
Trailer: The Marketing Plan50
5 個閱讀材料
Recommended Reading: Designing and Managing Marketing Communications10分鐘
How Advertising Works: What Do We Really Know?10分鐘
Managing Brands for the Long Run10分鐘
A Strategic Perspective on Sales Promotions10分鐘
Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications10分鐘
1 個練習
Graded Quiz14分鐘
4.5
34 個審閱Chevron Right

75%

完成這些課程後已開始新的職業生涯

50%

通過此課程獲得實實在在的工作福利

來自Marketing Mix Fundamentals的熱門評論

創建者 APSep 17th 2018

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

創建者 BSMar 29th 2019

I am very much Greatfull to Coursera for giving me this opportunity to have a certified course thank you.

講師

Avatar

Maria Teresa Aranzabal

Professor
Marketing
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Fernando Cortiñas

Professor
Marketing

關於 IE商学院

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....

關於 营销战略 專項課程

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....
营销战略

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