Informações sobre o curso
4.4
190 classificações
30 avaliações
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 11 horas para completar

Sugerido: 8 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês...
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 11 horas para completar

Sugerido: 8 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês...

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
2 horas para concluir

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....
Reading
10 vídeos (Total de 59 min), 6 leituras, 1 teste
Video10 videos
Marketing Warfare: Intro to the Course5min
What is a Product? Product Definition and Product Levels8min
Product & Service Decisions4min
What is a Brand?7min
The Product Life Cycle6min
Planned Obselescence6min
Product Strategy Matrices: BCG Matrix7min
Product Strategy Matrixes: McKinsey/General Electric Matrix7min
Product Strategy Matrices: Ansoff Matrix5min
Reading6 leituras
Product Life Cycle Stages10min
Planned Obsolescence10min
Here's the Truth about the Planned Obsolescence of Tech10min
BCG Classics Revisited: The Growth Share Matrix10min
Enduring Ideas: The GE-McKinsey Nine-Box Matrix10min
Product Policy: 6 Essential Components of a Sound Product Policy10min
Quiz1 exercício prático
Graded Quiz18min
Semana
2
Horas para completar
1 hora para concluir

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....
Reading
6 vídeos (Total de 48 min), 2 leituras, 1 teste
Video6 videos
The Emergence of Internet Pricing9min
Internal Factors Affecting Price Definition7min
External Factors Affecting Price Definition8min
General Pricing Approaches 1: Cost-Based6min
General Pricing Approaches 2: Value-Based7min
Reading2 leituras
Methods to Price Your Product10min
Pay-per-laugh: Customers charged exactly for what they "consume"10min
Quiz1 exercício prático
Graded Quiz14min
Semana
3
Horas para completar
2 horas para concluir

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....
Reading
10 vídeos (Total de 66 min), 3 leituras, 1 teste
Video10 videos
Key Factors in Designing a Distribution Channel6min
How to Manage Channels and Resolve Conflict5min
The Nature of Trade Marketing4min
How is Trade Marketing Evolving?5min
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13min
Important Developments in Retailing6min
Retail Strategy and Multichannel Retailing5min
Global Growth Opportunities and Entry Strategies6min
The Emergence of Online Retail Channels6min
Reading3 leituras
Strategic Channel Design10min
Three Rules for Buiding the Modern Retail Organization10min
Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10min
Quiz1 exercício prático
Graded Quiz12min
Semana
4
Horas para completar
3 horas para concluir

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....
Reading
13 vídeos (Total de 111 min), 5 leituras, 1 teste
Video13 videos
Developing Effective Communications9min
Establishing the Marketing Communications Budget8min
Deciding on the Marketing Communication Mix8min
Managing the Integrated Marketing Communications Process4min
Expert Interview: José María Rull, President and CEO of DDB Spain13min
Managing Media and Evaluating Effectiveness7min
Developing an Advertising Program10min
Sales Promotion, PR, Events and Experiences8min
Direct and Interactive Marketing8min
Developing the Sales Force5min
Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18min
Trailer: The Marketing Planmin
Reading5 leituras
Recommended Reading: Designing and Managing Marketing Communications10min
How Advertising Works: What Do We Really Know?10min
Managing Brands for the Long Run10min
A Strategic Perspective on Sales Promotions10min
Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications10min
Quiz1 exercício prático
Graded Quiz14min
4.4
Direcionamento de carreira

50%

comecei uma nova carreira após concluir estes cursos
Benefício de carreira

83%

consegui um benefício significativo de carreira com este curso

Melhores avaliações

por APSep 17th 2018

The course is very informative, and interesting. Thank you so much to my instructor for instructing Ana Pelayo.

por VTJul 2nd 2017

Very thorough course, For non- business guy, as the course progresses the difficulty level increases.

Instrutores

Avatar

Maria Teresa Aranzabal

Professor
Marketing
Avatar

Fernando Cortiñas

Professor
Marketing

Sobre 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....

Sobre o Programa de cursos integrados Marketing Strategy

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....
Marketing Strategy

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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