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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营销战略 專項課程IE商学院課程信息
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第 2 門課程（共 5 門）
初級
完成時間大約為11 小時
英語（English）
字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 意大利語, 越南語, 德語（German）, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）
您將獲得的技能
- Market Segmentation
- Marketing Process
- Positioning (Marketing)
- Value Proposition
可靈活調整截止日期
根據您的日程表重置截止日期。
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 2 門課程（共 5 門）
初級
完成時間大約為11 小時
英語（English）
字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 意大利語, 越南語, 德語（German）, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）
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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.
授課大綱 - 您將從這門課程中學到什麼
完成時間為 2 小時
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.
完成時間為 2 小時
7 個視頻 （總計 25 分鐘）, 3 個閱讀材料, 2 個測驗
完成時間為 3 小時
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.
完成時間為 3 小時
10 個視頻 （總計 41 分鐘）, 4 個閱讀材料, 3 個測驗
完成時間為 2 小時
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.
完成時間為 2 小時
9 個視頻 （總計 35 分鐘）, 4 個閱讀材料, 2 個測驗
完成時間為 4 小時
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.
完成時間為 4 小時
12 個視頻 （總計 58 分鐘）, 8 個閱讀材料, 3 個測驗
審閱
來自POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY的熱門評論
由 SN 提供2019年8月2日
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
由 PK 提供2017年7月8日
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.
由 NK 提供2016年12月20日
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.
由 S 提供2020年4月19日
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.
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?
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