Informações sobre o curso
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Aprox. 17 horas para completar

Sugerido: 4 weeks of study, 4-7 hours/week...


Legendas: Inglês

Habilidades que você terá

Marketing PlanMarket AnalysisPlanningMarketing Strategy

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 17 horas para completar

Sugerido: 4 weeks of study, 4-7 hours/week...


Legendas: Inglês

Programa - O que você aprenderá com este curso

6 horas para concluir


Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments.

10 vídeos ((Total 53 mín.)), 2 leituras, 1 teste
10 videos
The marketing plan: interview with Veronica Santos.6min
The Marketing Plan definition.5min
Objectives and structure of The Marketing Plan.6min
The 4 main parts of a marketing plan.5min
Critical elements of the external analysis.5min
Critical elements of the internal analysis.4min
The SWOT Matrix.6min
The Nissan Leaf case.5min
How to complete assignment 1: analysis.3min
2 leituras
The Nissan Leaf Case1h
The manager's guide to competitive marketing strategies - Norton, Paley.1h 30min
5 horas para concluir

Marketing Strategy

Welcome to the marketing strategy part of the course. Here, you will learn how to identify the best target segment for your brand, product or service and also how to position your company in order to best reach them. You will also begin to understand the benefits and drawbacks of trying to attract new customers or retain existing ones.

8 vídeos ((Total 55 mín.)), 2 leituras, 1 teste
8 videos
What is marketing strategy?5min
Marketing strategy definition.10min
Financial and non-financial objectives.4min
The customer attraction vs customer retention dilemma.7min
Identifying the best target segment for your product or service.9min
How to identify the best positioning for your product or service?9min
How to complete assignment 2: marketing strategy.4min
2 leituras
The Marketing Plan - Multimedia45min
Marketing decision making and the management of pricing successful business tools.1h 30min
3 horas para concluir

Marketing Mix Implementation

Welcome to the third part of The Marketing Plan - the marketing mix implementation. This is the action phase. Here, you will use the lessons learned in modules one and two to decide where you are going to invest your time and money, in regards to marketing. You will become familiar with the 4 P's of marketing and also learn how to effectively price your product or service. Finally, you will begin to understand which channel or combination of channels are best suited to marketing your brand.

13 vídeos ((Total 75 mín.)), 1 teste
13 videos
Marketing mix definition: short-term and tactics vs long-term tactics.7min
Deciding product strategy: the product lifecycle.4min
Deciding product strategy: product levels.5min
Deciding product strategy: branding strategy.5min
An interview with Martin Boehm.4min
Pricing strategy.8min
Distribution channels: interview with Maria Teresa Aranzabal.6min
Distribution channel strategy.7min
Integrated communication strategy: an interview with Eda Sayin.7min
How to build an integrated communication strategy: part 1.6min
How to build an integrated communication strategy: part 2.5min
How to complete assignment 3: marketing mix implementation?4min
3 horas para concluir

Expected results

Welcome to the final part of The Marketing Plan course - the expected results. Here, you will use metrics to make realistic estimates to how successful your marketing plan has been. This is document that will be used to test whether or not your marketing plan has been successful in the future. You will, most importantly, learn how to produce a profit and loss account, which will predict, and ultimately judge, the financial success of your marketing strategy and implementation.

10 vídeos ((Total 58 mín.)), 1 teste
10 videos
Interview with Luis Rodriguez Baptista.9min
The expected results definition.3min
Metrics for financial objectives.7min
Metrics for non-financial objectives: brand awareness5min
Metrics for non-financial objectives: social media brand.4min
Metrics for strategic objectives.6min
Metrics for customer objectives.6min
The Marketing Plan budget.8min
How to complete assignment 4: expected results?3min
23 avaliaçõesChevron Right


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Melhores avaliações

por DOJun 8th 2017

Easy to navigate. Refined and professional instructor. Make it easy to relate and learn by quoting relevant examples throughout. All in all it was a great learning experience.

por DVSep 5th 2016

Amazing course..simple,lucid language for our understanding. It helped me a lot. Thank you so much for introducing this entire marketing strategy series of courses.



Ramon Diaz-Bernardo

Associate Professor

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 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....
Estratégia 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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