About this course: Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, Place and Promotion), this course forces you to strategically analyze your product and/or service. The Product session is designed to provide you with the knowledge to understand and manage the strategic role of brands and products in generating business results, whilst the focus on Pricing will cover the main concepts and techniques to formulate prices. Compliment this with skills from the “P” session Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service. Finally, through the Promotional activities (Communication) session, explore the different communication channels available and understand the importance of the media plan, dealing specifically with social media and omni-channel strategy. IE Professors Maria Teresa Aranzabal and Fernando Cortiñas will guide you through this incredibly important stage of marketing strategy using expert interviews with industry professionals. After this course you will be ready to decide where and how you want to market your product.
Who is this class for: This course is aimed at any ambitious, business minded individual who has aspirations to launch their own product or service and/or has an interest in pursuing a career in marketing. A basic understanding of the principles of marketing would be an advantage but it is not essential.
Created by: IE Business School
Taught by: Maria Teresa Aranzabal, Professor
Marketing
Taught by: Fernando Cortiñas, Professor
Marketing
| Basic Info | Course 3 of 5 in the Marketing Strategy Specialization |
| Level | Beginner |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Product and Product Policy
At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.
10 videos, 6 readings
- Video: Course Trailer
- Video: Marketing Warfare: Intro to the Course
- Video: What is a Product? Product Definition and Product Levels
- Video: Product & Service Decisions
- Video: What is a Brand?
- Video: The Product Life Cycle
- Reading: Product Life Cycle Stages
- Video: Planned Obselescence
- Reading: Planned Obsolescence
- Reading: Here's the Truth about the Planned Obsolescence of Tech
- Video: Product Strategy Matrices: BCG Matrix
- Reading: BCG Classics Revisited: The Growth Share Matrix
- Video: Product Strategy Matrixes: McKinsey/General Electric Matrix
- Reading: Enduring Ideas: The GE-McKinsey Nine-Box Matrix
- Video: Product Strategy Matrices: Ansoff Matrix
- Reading: Product Policy: 6 Essential Components of a Sound Product Policy
Graded: Graded Quiz
WEEK 2
Price and Pricing Policy
At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.
6 videos, 2 readings
- Video: What is Price?
- Video: The Emergence of Internet Pricing
- Video: Internal Factors Affecting Price Definition
- Video: External Factors Affecting Price Definition
- Video: General Pricing Approaches 1: Cost-Based
- Video: General Pricing Approaches 2: Value-Based
- Reading: Methods to Price Your Product
- Reading: Pay-per-laugh: Customers charged exactly for what they "consume"
Graded: Graded Quiz
WEEK 3
Channel Management and Retailing
At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.
10 videos, 3 readings
- Video: Why are Marketing Channels so Important?
- Video: Key Factors in Designing a Distribution Channel
- Reading: Strategic Channel Design
- Video: How to Manage Channels and Resolve Conflict
- Video: The Nature of Trade Marketing
- Video: How is Trade Marketing Evolving?
- Video: Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)
- Video: Important Developments in Retailing
- Video: Retail Strategy and Multichannel Retailing
- Reading: Three Rules for Buiding the Modern Retail Organization
- Video: Global Growth Opportunities and Entry Strategies
- Video: The Emergence of Online Retail Channels
- Reading: Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content
Graded: Graded Quiz
WEEK 4
Marketing Communications
At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.
13 videos, 5 readings
- Video: The Role of Marketing Communications
- Video: Developing Effective Communications
- Video: Establishing the Marketing Communications Budget
- Video: Deciding on the Marketing Communication Mix
- Video: Managing the Integrated Marketing Communications Process
- Video: Expert Interview: José María Rull, President and CEO of DDB Spain
- Reading: Recommended Reading: Designing and Managing Marketing Communications
- Video: Managing Media and Evaluating Effectiveness
- Reading: How Advertising Works: What Do We Really Know?
- Reading: Managing Brands for the Long Run
- Video: Developing an Advertising Program
- Video: Sales Promotion, PR, Events and Experiences
- Video: Direct and Interactive Marketing
- Video: Developing the Sales Force
- Reading: A Strategic Perspective on Sales Promotions
- Reading: Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications
- Video: Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital
- Video: Trailer: The Marketing Plan
Graded: Graded Quiz
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creators
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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
Good course, clear to understand!
Interesting course. I'll advice anyone in the marketing field to take this course
Great course! Awesome Profs! Will definitely recommend..
Coursera provides universal access to the world’s best education, partnering with top universities and organizations to offer courses online.
© 2017 Coursera Inc. All rights reserved.
Es un curso muy bueno y aprendí más.