Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan. You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example.
Este curso faz parte do Programa de cursos integrados Estratégia de marketing
The Marketing Plan
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Informações sobre o curso
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Resultados de carreira do aprendiz
67%
comecei uma nova carreira após concluir estes cursos
70%
consegui um benefício significativo de carreira com este curso
25%
recebi um aumento ou promoção
Habilidades que você terá
Marketing PlanMarket AnalysisPlanningMarketing Strategy
Resultados de carreira do aprendiz
67%
comecei uma nova carreira após concluir estes cursos
70%
consegui um benefício significativo de carreira com este curso
25%
recebi um aumento ou promoção
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Curso 4 de 5 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Aprox. 17 horas para completar
Sugerido: 4 weeks of study, 4-7 hours/week
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
6 horas para concluir
Analysis
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.
6 horas para concluir
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.
5 horas para concluir
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.
3 horas para concluir
13 vídeos (Total 75 mín.)
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.
3 horas para concluir
10 vídeos (Total 58 mín.)
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
Principais avaliações do The Marketing Plan
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.
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.
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
Quando terei acesso às palestras e às tarefas?
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.
O que recebo ao me inscrever nesta Especialização?
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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