課程信息
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第 5 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15 小時

建議:3 hours/week...

英語(English)

字幕:英語(English)

第 5 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15 小時

建議:3 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

Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.

...
1 個視頻 (總計 4 分鐘), 4 個閱讀材料
4 個閱讀材料
Outline of the Capstone project and evaluation process.10分鐘
Note regarding the case study method.20分鐘
Hotel Ipsum: a marketing and commercial strategy to survive.1 小時 10 分
Let's get to know Colombia better!20分鐘
2
完成時間為 7 小時

Conducting market analysis through understanding market research and consumer behavior.

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5 個視頻 (總計 28 分鐘), 1 個閱讀材料, 2 個測驗
5 個視頻
Why is consumer behavior important in the marketing process framework?6分鐘
Evaluation of alternatives, purchase and post-purchase evaluation.4分鐘
Buying situation comparisons and buygrid framework.8分鐘
The steps to conducting marketing research.5分鐘
1 個閱讀材料
Important information regarding Hotel Ipsum.15分鐘
1 個練習
Review of Market Research and Consumer Behavior.10分鐘
3
完成時間為 7 小時

Developing a marketing strategy through positioning.

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7 個視頻 (總計 34 分鐘), 2 個閱讀材料, 2 個測驗
7 個視頻
Marketing strategy definition.10分鐘
Segmentation levels.4分鐘
Segmentation models.4分鐘
What is differentiation and value proposition?2分鐘
What is positioning?3分鐘
Positioning statement.3分鐘
2 個閱讀材料
Aspects to consider1小時
Important information regarding Hotel Ipsum10分鐘
1 個練習
Marketing strategy quiz.10分鐘
4
完成時間為 8 小時

Adapting the marketing mix to your strategy: product, price, place and promotion.

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7 個視頻 (總計 50 分鐘), 2 個測驗
7 個視頻
The Product Life Cycle.6分鐘
External factors affecting price definition.8分鐘
Internal factors affecting price definition.7分鐘
Key factors in designing a distribution channel.6分鐘
Deciding on the marketing communications mix.8分鐘
Direct and interactive marketing.8分鐘
1 個練習
Marketing mix quiz.10分鐘

講師

Avatar

Ramon Diaz-Bernardo

Associate 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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