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.
課程信息
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您將獲得的技能
Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
學生職業成果
50%
完成這些課程後已開始新的職業生涯
40%
通過此課程獲得實實在在的工作福利
100% 在線
立即開始，按照自己的計劃學習。
第 2 門課程（共 5 門）
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初級
完成時間大約為11 小時
建議：4 weeks of study, 1-2 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
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
7 個視頻
Trailer50
1.0 Why positioning?3分鐘
1.1 Where should we start?5分鐘
1.2 Positioning as a key element in the marketing process4分鐘
1.3 Market environment analysis: Context and Customers4分鐘
1.4 Market environment analysis: Collaborators, Competitors and Company2分鐘
1.5 What do we get from a proper positioning?3分鐘
3 個閱讀材料
Marketing in the age of fragmentation10分鐘
The Evolution of Marketing30分鐘
Mountain Dew Kickstart comes alive10分鐘
2 個練習
Marketing process and Positioning10分鐘
Marketing process and Positioning14分鐘
完成時間為 2 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 2 小時
10 個視頻 （總計 41 分鐘）, 4 個閱讀材料, 3 個測驗
10 個視頻
2.1 Mass market, market segments, niche markets and individuals1分鐘
2.2 Segmentation levels4分鐘
2.3 Why should we segment?2分鐘
2.4 Reasons to segment3分鐘
2.5 Segmentation criteria: geographic and demographic3分鐘
2.6 Segmentation criteria: psychographic and behavioral5分鐘
2.7 How to come up with an effective segmentation?3分鐘
2.8 Segmentation models4分鐘
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9分鐘
4 個閱讀材料
The art and science of consumer segmentation10分鐘
Personalised targeting: Don’t get personal get social10分鐘
Holistic segmentation10分鐘
Why Unilever believes “consumers are dead”10分鐘
3 個練習
Segmentation and targeting12分鐘
In the following exercise you will have to identify to which segmentation criteria each sentence is related with14分鐘
Segmentation and targeting 26分鐘
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
9 個視頻
3.1 What is differentiation and value proposition?2分鐘
3.2 Positioning in real life: Exercise3分鐘
3.3 Frame of reference, points of parity and points of difference5分鐘
3.4 How to come up with the points of difference?4分鐘
3.5 The three circles model (Urbany & Davis)4分鐘
3.6 Differentiation strategies4分鐘
3.7 Session 3 Summary1分鐘
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5分鐘
4 個閱讀材料
Denny: Fighting commoditization with differentiation10分鐘
Differentiation that matters10分鐘
BigPond – Why Emotional differentiation wins10分鐘
Differentiation or Salience10分鐘
2 個練習
Differentiation & positioning. Please fill out the following sentences:8分鐘
Differentiation & value proposition12分鐘
完成時間為 3 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 3 小時
12 個視頻 （總計 58 分鐘）, 8 個閱讀材料, 3 個測驗
12 個視頻
4.1 What is positioning?3分鐘
4.2 Positioning examples at Citroën10分鐘
4.3 Positioning Statement3分鐘
4.4 How to define the Commercial Plan based on the positioning?5分鐘
4.5 How to come up with the value proposition? Positioning maps4分鐘
4.6 Spider Web Perceptual Maps3分鐘
4.7 Alternative Positioning Strategies6分鐘
4.8 Key trends impacting Positioning (1/2)7分鐘
4.9 Key trends impacting Positioning (2/2)7分鐘
4.10 Course wrap up4分鐘
Ready to continue on this journey?50
8 個閱讀材料
Chobani Plain Inspiring10分鐘
Dennys reinvents the American dinner10分鐘
Positioning Maps Multimedia10分鐘
Vodafone Egypt: How to make the small seems big10分鐘
Consumers in 2016: Generation swipe10分鐘
Can big data and analysis replace intuition?10分鐘
Innovation beyond blue oceans10分鐘
Super personalize me! When technological advance meets consumer power10分鐘
3 個練習
Positioning12分鐘
Positioning14分鐘
Match these sentences regarding Positioning2分鐘
審閱
4.5
來自POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY的熱門評論
由 PK 提供Jul 8, 2017
Quite a nice overview of the basics of positioning, defining value to customers and provides a nice high level view.\n\nOn the negative side: Some of the readings are hard to access on the warc site.
由 SN 提供Aug 2, 2019
Very valuable information, which gives you clear idea about trends impact and how to start your marketing strategy\n\nExplanation of professor is excellent when it comes to examples, but content wise
由 NK 提供Dec 20, 2016
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 LO 提供Feb 7, 2018
It has been very instrumental in my case as i redefine the strategy for my organization. Simple and easy to understand with very good case study literature provided. Thanks guys
由 SM 提供Aug 24, 2017
a real valuable source of learning positioning and really talented and well educated instructors , my only concern is that Citroen case study that there was no eng subs at all
由 DG 提供Sep 26, 2017
Very good presentation skills and quality of the informations presented. I would suggest to provide scripts/and presentations to ease the studying process.\n\nBest regards
由 JH 提供Jan 11, 2020
Great teacher, loved the many examples that were given.\n\nThe only problem I had was with the audio quality when the video was recorded in public.\n\nThank you !
由 MM 提供Jul 7, 2016
If you want to have a clear map about marketing proccess especially marketing strategy, this MOOC is a must-have course.
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.
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