About this course: 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. After reviewing the material learned you will be asked to analyse the case study: ¨Hotel Ipsum: A Marketing and Commercial Strategy to Survive.¨ Now it’s time to put what you’ve learned to the test! Hotel Ipsum’s General Manager, Rafael Escobedo, is faced with a dilemma: Despite his hotel doing fairly well in terms of sales and profitability, Rafael’s Board of Directors are not satisfied and are demanding an improvement in results. Now it’s up to you to create Rafael’s Marketing Strategy. The outcome could mean one of two things: praise from his Board of Directors…or unemployment! Along with the Capstone are discussion forums, quizzes and peer reviews to aid you in your understanding of the theory given throughout this Specialization. Share your thoughts, ideas and debate with other like-minded learners from all over the globe with the same interest in expanding their marketing knowledge.
Created by: IE Business School
Taught by: Ramon Diaz-Bernardo, Associate Professor
Marketing
| Basic Info | Course 5 of 5 in the Marketing Strategy Specialization |
| Level | Beginner |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
Syllabus
WEEK 1
Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
1 video, 4 readings
- Video: Welcome to the Marketing Strategy Capstone
- Reading: Outline of the Capstone project and evaluation process.
- Reading: Note regarding the case study method.
- Reading: Hotel Ipsum: a marketing and commercial strategy to survive.
- Reading: Let's get to know Colombia better!
WEEK 2
Conducting market analysis through understanding market research and consumer behavior.
5 videos, 1 reading, 1 practice quiz
- Video: Let´s talk about Market Analysis for Hotel Ipsum
- Video: Why is consumer behavior important in the marketing process framework?
- Video: Evaluation of alternatives, purchase and post-purchase evaluation.
- Video: Buying situation comparisons and buygrid framework.
- Video: The steps to conducting marketing research.
- Practice Quiz: Review of Market Research and Consumer Behavior.
- Reading: Important information regarding Hotel Ipsum.
- Discussion Prompt: How do the current market trends affect Hotel Ipsum's probabilities of reaching its goals?
- Discussion Prompt: How will consumer behavior in the market at hand affect Rafael's rationale when developing a marketing plan?
- Discussion Prompt: Does the competitive environment in the market provide a good opportunity for Hotel Ipsum's economic improvement?
Graded: Advising Rafael Escobedo on an effective market analysis.
WEEK 3
Developing a marketing strategy through positioning.
7 videos, 2 readings, 1 practice quiz
- Video: Let´s talk about the Marketing Strategy for Hotel Ipsum
- Video: Marketing strategy definition.
- Video: Segmentation levels.
- Video: Segmentation models.
- Video: What is differentiation and value proposition?
- Video: What is positioning?
- Video: Positioning statement.
- Practice Quiz: Marketing strategy quiz.
- Discussion Prompt: New customer attraction or customer retention?
- Reading: Aspects to consider.
- Discussion Prompt: Target segment and positioning to attract new customers.
- Discussion Prompt: Target segment and positioning to retain customers.
- Reading: Important information regarding Hotel Ipsum.
Graded: Advising Rafael Escobedo on a successful marketing strategy.
WEEK 4
Adapting the marketing mix to your strategy: product, price, place and promotion.
7 videos, 1 practice quiz
- Video: Let´s talk about the Marketing Mix for Hotel Ipsum
- Video: The Product Life Cycle.
- Video: External factors affecting price definition.
- Video: Internal factors affecting price definition.
- Video: Key factors in designing a distribution channel.
- Video: Deciding on the marketing communications mix.
- Video: Direct and interactive marketing.
- Practice Quiz: Marketing mix quiz.
- Discussion Prompt: What should the marketing budget be to achieve the sales and profit objectives defined by the owners?
- Discussion Prompt: What should be the product and pricing strategy for Hotel Ipsum's new marketing plan?
- Discussion Prompt: What changes do you think are needed in the distribution channel strategy of Hotel Ipsum?
- Discussion Prompt: What communication tools could be more effective considering the marketing strategy objectives of Hotel Ipsum?
Graded: Advising Rafael Escobedo on a successful Marketing Mix.
WEEK 5
Expected Results and implementation of your marketing plan.
7 videos, 1 reading, 1 practice quiz
- Video: Let´s talk about the Expected Results for Hotel Ipsum
- Video: Critical elements of the internal analysis.
- Video: Critical elements of the external analysis.
- Video: The SWOT Matrix.
- Video: The customer attraction vs customer retention dilemma.
- Video: Marketing mix definition: short-term tactics vs long-term tactics.
- Practice Quiz: Review of The Marketing Plan.
- Reading: Important information regarding Hotel Ipsum.
- Discussion Prompt: Is it possible to reach the expected return on investment of 6%?
- Video: Congratulations for completing this Capstone!
Graded: Presenting the Expected Results
Graded: HOTEL IPSUM´S MARKETING STRATEGY
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 |
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