Informações sobre o curso
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Nível intermediário

Aprox. 16 horas para completar

Sugerido: 5 weeks of study, 4-6 hours/week...

Inglês

Legendas: Inglês

Habilidades que você terá

PricingCommunicationProduct ManagementMarketing

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível intermediário

Aprox. 16 horas para completar

Sugerido: 5 weeks of study, 4-6 hours/week...

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
4 horas para concluir

Introduction to this capstone and the Tesla Motor's case study.

In this module you will be introduced to the Tesla Motor's through a case study. This will form the basis of this capstone, along with other information about the company. You will also find information about what will be required of you in each of the modules. In this particular case we are going to talk about the launch of the new model X, so we have to go back to 2014, when this case was written and take into consideration everything we have seen in the specialization. At the end of each week (excluding week 1) you will have a quiz, where you will be able to apply the theory learned during this specialization regarding the Model S, the model already in the market. Also week's 2 through 5, you will need to complete a peer graded assignment regarding the new Model X. In addition to this a final peer graded final presentation will need to be prepared at the end of Week 5 - here you will have to take decisions as marketing director of tesla and support these.

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1 vídeo ((Total 4 mín.)), 3 leituras
3 leituras
Outline of this Capstone and the evaluation process.10min
Note regarding the case study method.10min
Launching the Tesla Model X in the US: from word of mouth to mass marketing?1h 30min
Semana
2
4 horas para concluir

Brand and product management decisions

In this module you will apply the theory you have learned from the Brand and Product Management course to the Tesla Motors case study. After an introduction to the module from the professor, we recommend that you review some of the key lectures from the Brand and Product Management course. Finally, you will be able to check your understanding of the current situation in a practice quiz and make decisions about the Model X in the peer graded assignment.

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6 vídeos ((Total 37 mín.)), 3 leituras, 2 testes
6 videos
The touchpoint concept.6min
Idenifying your touchpoints.6min
Prioritizing the key touchpoints.7min
3 leituras
Video test drive review of the Tesla Model S P90D.25min
Model X Key Characteristics10min
Video driving review of the Model X.25min
1 exercício prático
Brand and Product Management Practice Quiz regarding the Model S.20min
Semana
3
3 horas para concluir

Pricing strategy decisions

In this module you will apply the theory you have learned from the pricing strategy course to the Tesla Motors case study. The structure of this module will be similar to that of the previous week, with a practice quiz and peer graded assignment making up the assessments.

...
5 vídeos ((Total 18 mín.)), 3 leituras, 2 testes
5 videos
Pricing Approaches2min
Optimal Price2min
3 leituras
Tesla Motors Additional Information Module 310min
Tesla Model S Pricing10min
Article regarding Model S and pricing structure15min
1 exercício prático
Pricing Strategy Practice Quiz regarding Model S20min
Semana
4
3 horas para concluir

Channel management and retailing decisions

By this time you have probably realized that Tesla Motor's channel management is unlike those of regular automobile manufacturers. In this week, you will study more closely Tesla's distribution strategy and think about how whether it is suitable for the launch of Model X. As before, you will firstly analyze the current situation of Model S and then move on to making channel management decisions for Model X.

...
4 vídeos ((Total 18 mín.)), 6 leituras, 2 testes
4 videos
What are the Different Types of Channel Arrangements?5min
6 leituras
The Tesla Approach to Distributing and Servicing Cars15min
Tesla Reinvents the Car Buying Experience10min
Video: The Tesla Store Experience5min
Video: Tesla's Elon Musk May Disrupt Dealership Industry6min
Tesla's European Customers Can Now Design Their Model X Online10min
Tesla Supercharger Charging Stations15min
1 exercício prático
Channel management and retailing Practice Quiz regarding Model S:20min
4.6
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Principais avaliações do Marketing Mix Implementation Capstone

por AAFeb 8th 2017

Excellent class. Well laid out and very practical.

Instrutores

Avatar

Ramon Diaz-Bernardo

Associate Professor
Marketing

Sobre IE Business SchoolIE 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 Implementação do composto de Marketing ou mix de Marketing

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix....
Implementação do composto de Marketing ou mix de Marketing

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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