Informações sobre o curso
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Aprox. 14 horas para completar

Sugerido: 4 weeks of study, 1-3 hours/week...


Legendas: Inglês, Vietnamita

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 14 horas para completar

Sugerido: 4 weeks of study, 1-3 hours/week...


Legendas: Inglês, Vietnamita

Programa - O que você aprenderá com este curso

2 horas para concluir

Course Overview & Week 1

Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.

16 vídeos ((Total 78 mín.)), 4 leituras, 1 teste
16 videos
1.- Course Outline2min
2.- Week 1 Overview3min
3.- Framing Marketing Challenges, Part 14min
4.- Framing Marketing Challenges, Part 26min
5.- The Marketing Process, Part 16min
6.- The Marketing Process, Part 24min
7.- Segmentation, Part 14min
8.- Segmentation, Part 23min
9.- Segmentation Part 35min
10.- Segmentation Part 42min
11.- Marketing Research, Part 17min
12.- Marketing Research, Part 25min
13.- Marketing Research, Part 34min
14.- Targeting and Positioning, Part 16min
15.- Targeting and Positioning, Part 25min
4 leituras
About Week 110min
Required Reading10min
Week 1 Quiz Solutions Key10min
1 exercício prático
Week 118min
2 horas para concluir

Week 2: Product, Pricing & Channel Design

It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels.

17 vídeos ((Total 80 mín.)), 3 leituras, 1 teste
17 videos
2.- Product Definition, Part 17min
3.- Product Definition, Part 23min
4.- Estimating Product Demand, Part 14min
5.- Estimating Product Demand, Part 24min
6.- Managing Products, Part 13min
7.- Managing Products, Part 25min
8.- Managing Products, Part 33min
9.- Pricing Fundamentals, Part 15min
10.- Pricing Fundamentals, Part 24min
11.- Pricing Fundamentals, Part 33min
12.- Pricing Fundamentals, Part 45min
13.- Pricing Fundamentals, Part 54min
14.- Channel Design, Part 14min
15.- Channel Design, Part 27min
16.- Channel Management7min
17.- Week 2 Recap1min
3 leituras
About Week 210min
Required Reading10min
Week 2 Quiz Solution Key10min
1 exercício prático
Week 216min
2 horas para concluir

Week 3: Building Strong Brands

Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand.

13 vídeos ((Total 55 mín.)), 2 leituras, 1 teste
13 videos
2.- Defining Brands4min
3.- What Things Can Be Branded?4min
4.- Why Are Brands Important?, Part 14min
5.- Why Are Brands Important?, Part 23min
6.- The Value of a Brand, Part 14min
7.- The Value of a Brand, Part 26min
8.- Brand Equity5min
9.- The Branding Process, Part 16min
10.- The Branding Process, Part 23min
11.- Brand Extensions, Part 14min
12.- Brand Extensions, Part 26min
13.- Week 3 Recap53s
2 leituras
About Week 310min
Week 3 Quiz Solution Key10min
1 exercício prático
Week 316min
3 horas para concluir

Week 4: Communication Strategy

Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.

11 vídeos ((Total 47 mín.)), 1 leitura, 2 testes
11 videos
2.- Communications Framework1min
3.- Mission And Market7min
4.- Map The Decision Making Process, Part 16min
5.- Map The Decision Making Process, Part 24min
6.- Message and Content4min
7.- Media, Part 14min
8.- Media, Part 26min
9.- Measurement5min
10.- Week 4 Recap1min
Conclusion to the Course1min
1 leituras
About Week 410min
1 exercício prático
Week 4 - Part 114min
43 avaliaçõesChevron Right


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Principais avaliações do Marketing: Customer Needs and Wants

por RTMay 2nd 2017

Good understanding of methods to know what customer think and how they think.\n\nUseful for anyone doing market related activities. No indepth background needed to get into this course.

por DSDec 28th 2018

It is good course for any Marketing fresher who want to know more about practical things in current market.



Mario Capizzani


Sobre IESE Business School IESE Business School - Instituto de Estudos Superiores da Empresa

For over fifty years, IESE, the graduate business school of the University of Navarra, has been at the forefront of management education, developing and inspiring business leaders who strive to make a deep, positive and lasting impact on the people, companies and society they serve....

Sobre o Programa de cursos integrados Foundations of Management

Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of financial, marketing and decision-making principles and other management fundamentals will help you achieve your professional goals - be it getting promoted in your current job, getting ready for a MBA program, or starting your own company. This Specialization will give you a comprehensive introduction to the practice of management through the lens of four key disciplines: accounting, finance, marketing, and organizational behavior. In each course, you'll analyze real business cases from these four perspectives. In the final Capstone Project, you’ll apply what you’ve learned to develop a holistic solution to a real-world business dilemma. This Specialization will provide you with the skill set needed to help achieve the next step in your career....
Foundations of Management

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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