The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts.
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Programa de cursos integrados Estratégia de marketingIE Business SchoolIE Business SchoolInformações sobre o curso
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Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Curso 5 de 5 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 31 horas para completar
Inglês
Legendas: Inglês
Resultados de carreira do aprendiz
50%
comecei uma nova carreira após concluir estes cursos
50%
consegui um benefício significativo de carreira com este curso
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Curso 5 de 5 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 31 horas para completar
Inglês
Legendas: Inglês
oferecido por
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.
Programa - O que você aprenderá com este curso
2 horas para concluir
Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
2 horas para concluir
1 vídeo (Total 4 mín.), 4 leituras
1 vídeos
4 leituras
Outline of the Capstone project and evaluation process.10min
Note regarding the case study method.20min
Hotel Ipsum: a marketing and commercial strategy to survive.1h 10min
Let's get to know Colombia better!20min
7 horas para concluir
Conducting market analysis through understanding market research and consumer behavior.
7 horas para concluir
5 vídeos (Total 28 mín.), 1 leitura, 2 testes
5 videos
Why is consumer behavior important in the marketing process framework?6min
Evaluation of alternatives, purchase and post-purchase evaluation.4min
Buying situation comparisons and buygrid framework.8min
The steps to conducting marketing research.5min
1 leituras
Important information regarding Hotel Ipsum.15min
1 exercício prático
Review of Market Research and Consumer Behavior.10min
7 horas para concluir
Developing a marketing strategy through positioning.
7 horas para concluir
7 vídeos (Total 34 mín.), 2 leituras, 2 testes
7 videos
Marketing strategy definition.10min
Segmentation levels.4min
Segmentation models.4min
What is differentiation and value proposition?2min
What is positioning?3min
Positioning statement.3min
2 leituras
Aspects to consider1h
Important information regarding Hotel Ipsum10min
1 exercício prático
Marketing strategy quiz.10min
8 horas para concluir
Adapting the marketing mix to your strategy: product, price, place and promotion.
8 horas para concluir
7 vídeos (Total 50 mín.)
7 videos
The Product Life Cycle.6min
External factors affecting price definition.8min
Internal factors affecting price definition.7min
Key factors in designing a distribution channel.6min
Deciding on the marketing communications mix.8min
Direct and interactive marketing.8min
1 exercício prático
Marketing mix quiz.10min
Sobre Programa de cursos integrados Estratégia de marketing
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.
Perguntas Frequentes – FAQ
When will I have access to the lectures and assignments?
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The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
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