課程信息
4.6
39 個評分
6 個審閱
專項課程

第 5 門課程(共 5 門)

100% 在線

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

可靈活調整截止日期

根據您的日程表重置截止日期。
中級

中級

完成時間(小時)

完成時間大約為16 小時

建議:5 weeks of study, 4-6 hours/week...
可選語言

英語(English)

字幕:英語(English)

您將獲得的技能

PricingCommunicationProduct ManagementMarketing
專項課程

第 5 門課程(共 5 門)

100% 在線

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

可靈活調整截止日期

根據您的日程表重置截止日期。
中級

中級

完成時間(小時)

完成時間大約為16 小時

建議:5 weeks of study, 4-6 hours/week...
可選語言

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(小時)
完成時間為 4 小時

Introduction to this capstone and the Tesla Motor's case study.

In this module you will be introduced to the Tesla Motor's through a case study. This will form the basis of this capstone, along with other information about the company. You will also find information about what will be required of you in each of the modules. In this particular case we are going to talk about the launch of the new model X, so we have to go back to 2014, when this case was written and take into consideration everything we have seen in the specialization. At the end of each week (excluding week 1) you will have a quiz, where you will be able to apply the theory learned during this specialization regarding the Model S, the model already in the market. Also week's 2 through 5, you will need to complete a peer graded assignment regarding the new Model X. In addition to this a final peer graded final presentation will need to be prepared at the end of Week 5 - here you will have to take decisions as marketing director of tesla and support these. ...
Reading
1 個視頻 (總計 4 分鐘), 3 個閱讀材料
Reading3 個閱讀材料
Outline of this Capstone and the evaluation process.10分鐘
Note regarding the case study method.10分鐘
Launching the Tesla Model X in the US: from word of mouth to mass marketing?30分鐘
2
完成時間(小時)
完成時間為 4 小時

Brand and product management decisions

In this module you will apply the theory you have learned from the Brand and Product Management course to the Tesla Motors case study. After an introduction to the module from the professor, we recommend that you review some of the key lectures from the Brand and Product Management course. Finally, you will be able to check your understanding of the current situation in a practice quiz and make decisions about the Model X in the peer graded assignment....
Reading
6 個視頻 (總計 37 分鐘), 3 個閱讀材料, 2 個測驗
Video6 個視頻
How to develop and launch new products.9分鐘
Defining your brand model.4分鐘
The touchpoint concept.6分鐘
Idenifying your touchpoints.6分鐘
Prioritizing the key touchpoints.7分鐘
Reading3 個閱讀材料
Video test drive review of the Tesla Model S P90D.25分鐘
Model X Key Characteristics10分鐘
Video driving review of the Model X.25分鐘
Quiz1 個練習
Brand and Product Management Practice Quiz regarding the Model S.20分鐘
3
完成時間(小時)
完成時間為 3 小時

Pricing strategy decisions

In this module you will apply the theory you have learned from the pricing strategy course to the Tesla Motors case study. The structure of this module will be similar to that of the previous week, with a practice quiz and peer graded assignment making up the assessments. ...
Reading
5 個視頻 (總計 18 分鐘), 3 個閱讀材料, 2 個測驗
Video5 個視頻
Pricing Psychology2分鐘
The pain of paying7分鐘
Pricing Approaches2分鐘
Optimal Price2分鐘
Reading3 個閱讀材料
Tesla Motors Additional Information Module 310分鐘
Tesla Model S Pricing10分鐘
Article regarding Model S and pricing structure15分鐘
Quiz1 個練習
Pricing Strategy Practice Quiz regarding Model S20分鐘
4
完成時間(小時)
完成時間為 3 小時

Channel management and retailing decisions

By this time you have probably realized that Tesla Motor's channel management is unlike those of regular automobile manufacturers. In this week, you will study more closely Tesla's distribution strategy and think about how whether it is suitable for the launch of Model X. As before, you will firstly analyze the current situation of Model S and then move on to making channel management decisions for Model X....
Reading
4 個視頻 (總計 18 分鐘), 6 個閱讀材料, 2 個測驗
Video4 個視頻
How to Design a Distribution Channel5分鐘
Key Factors in Channel Management3分鐘
What are the Different Types of Channel Arrangements?5分鐘
Reading6 個閱讀材料
The Tesla Approach to Distributing and Servicing Cars15分鐘
Tesla Reinvents the Car Buying Experience10分鐘
Video: The Tesla Store Experience5分鐘
Video: Tesla's Elon Musk May Disrupt Dealership Industry6分鐘
Tesla's European Customers Can Now Design Their Model X Online10分鐘
Tesla Supercharger Charging Stations15分鐘
Quiz1 個練習
Channel management and retailing Practice Quiz regarding Model S:20分鐘
4.6
6 個審閱Chevron Right
職業方向

50%

完成這些課程後已開始新的職業生涯
工作福利

83%

通過此課程獲得實實在在的工作福利
職業晉升

33%

加薪或升職

熱門審閱

創建者 AAFeb 8th 2017

Excellent class. Well laid out and very practical.

講師

Avatar

Ramon Diaz-Bernardo

Associate Professor
Marketing

關於 IE Business School

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 Marketing Mix Implementation 專項課程

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix....
Marketing Mix Implementation

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