Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan.
oferecido por
Programa de cursos integrados Estratégia de marketingIE Business SchoolIE Business SchoolInformações sobre o curso
63,463 visualizações recentes
Resultados de carreira do aprendiz
50%
comecei uma nova carreira após concluir estes cursos
40%
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 2 de 5 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 8 horas para completar
Inglês
Legendas: Inglês
Habilidades que você terá
Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
Resultados de carreira do aprendiz
50%
comecei uma nova carreira após concluir estes cursos
40%
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 2 de 5 no
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 8 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
Positioning introduction
In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined.
2 horas para concluir
7 vídeos (Total 25 mín.), 3 leituras, 2 testes
7 videos
Trailer50s
1.0 Why positioning?3min
1.1 Where should we start?5min
1.2 Positioning as a key element in the marketing process4min
1.3 Market environment analysis: Context and Customers4min
1.4 Market environment analysis: Collaborators, Competitors and Company2min
1.5 What do we get from a proper positioning?3min
3 leituras
Marketing in the age of fragmentation10min
The Evolution of Marketing30min
Mountain Dew Kickstart comes alive10min
2 exercícios práticos
Marketing process and Positioning10min
Marketing process and Positioning14min
2 horas para concluir
Segmentation
In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segmentation.
2 horas para concluir
10 vídeos (Total 41 mín.), 4 leituras, 3 testes
10 videos
2.1 Mass market, market segments, niche markets and individuals1min
2.2 Segmentation levels4min
2.3 Why should we segment?2min
2.4 Reasons to segment3min
2.5 Segmentation criteria: geographic and demographic3min
2.6 Segmentation criteria: psychographic and behavioral5min
2.7 How to come up with an effective segmentation?3min
2.8 Segmentation models4min
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9min
4 leituras
The art and science of consumer segmentation10min
Personalised targeting: Don’t get personal get social10min
Holistic segmentation10min
Why Unilever believes “consumers are dead”10min
3 exercícios práticos
Segmentation and targeting12min
In the following exercise you will have to identify to which segmentation criteria each sentence is related with14min
Segmentation and targeting 26min
2 horas para concluir
Differentiation and Value Proposition
In the third module, the second element of positioning is addressed: Value proposition and differentiation. Both the value proposition and differentiation concepts are presented, following up with how to come up with them effectively and potential strategies to be followed.
2 horas para concluir
9 vídeos (Total 35 mín.), 4 leituras, 2 testes
9 videos
3.1 What is differentiation and value proposition?2min
3.2 Positioning in real life: Exercise3min
3.3 Frame of reference, points of parity and points of difference5min
3.4 How to come up with the points of difference?4min
3.5 The three circles model (Urbany & Davis)4min
3.6 Differentiation strategies4min
3.7 Session 3 Summary1min
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5min
4 leituras
Denny: Fighting commoditization with differentiation10min
Differentiation that matters10min
BigPond – Why Emotional differentiation wins10min
Differentiation or Salience10min
2 exercícios práticos
Differentiation & positioning. Please fill out the following sentences:8min
Differentiation & value proposition12min
3 horas para concluir
Positioning
In the fourth module we speak about positioning itself. The positioning concept is analyzed and practical tools are shared to define it . Furthermore, key marketing strategies and market trends affecting positioning are offered.
3 horas para concluir
12 vídeos (Total 58 mín.), 8 leituras, 3 testes
12 videos
4.1 What is positioning?3min
4.2 Positioning examples at Citroën10min
4.3 Positioning Statement3min
4.4 How to define the Commercial Plan based on the positioning?5min
4.5 How to come up with the value proposition? Positioning maps4min
4.6 Spider Web Perceptual Maps3min
4.7 Alternative Positioning Strategies6min
4.8 Key trends impacting Positioning (1/2)7min
4.9 Key trends impacting Positioning (2/2)7min
4.10 Course wrap up4min
Ready to continue on this journey?50s
8 leituras
Chobani Plain Inspiring10min
Dennys reinvents the American dinner10min
Positioning Maps Multimedia10min
Vodafone Egypt: How to make the small seems big10min
Consumers in 2016: Generation swipe10min
Can big data and analysis replace intuition?10min
Innovation beyond blue oceans10min
Super personalize me! When technological advance meets consumer power10min
3 exercícios práticos
Positioning12min
Positioning14min
Match these sentences regarding Positioning2min
Avaliações
Principais avaliações do POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY
por PK8 de Jul de 2017
Quite a nice overview of the basics of positioning, defining value to customers and provides a nice high level view. On the negative side: Some of the readings are hard to access on the warc site.
por SN2 de Ago de 2019
Very valuable information, which gives you clear idea about trends impact and how to start your marketing strategy Explanation of professor is excellent when it comes to examples, but content wise
por NK20 de Dez de 2016
Professor Ignacio elaborated the concept of positioning in a detailed manner. 5C's are very nicely explained. The videos are short and engaging which helped in increasing concentration.
por S19 de Abr de 2020
I found this course on positioning helpful and it also clears my doubts. I learn some key concepts that are new to me. Overall good course to learn about marketing esp positioning.
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?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
- The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
- 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.
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.
Qual é a política de reembolso?
Se você se inscrever, terá 7 dias para testar sem custo e, durante este período, pode cancelar sem multa. Depois disso, não reembolsamos, mas você pode cancelar sua inscrição a qualquer momento. Veja nossa política para o reembolso total.
Existe algum auxílio financeiro disponível?
Sim, a Coursera oferece auxílio financeiro ao aluno que não possa pagar a taxa. Faça a solicitação clicando no link Auxílio Financeiro, abaixo do botão "Inscreva-se" à esquerda. Preencha uma solicitação e será notificado caso seja aprovado. Você terá que completar esta etapa para cada curso na Especialização, incluindo o Trabalho de Conclusão de Curso. Saiba mais .
Ganharei créditos universitários por concluir o curso?
Este curso não oferece créditos universitários, mas algumas universidades podem aceitar certificados de cursos que podem ser convertidos em créditos. Entre em contato com sua instituição para saber mais. Com os cursos on-line e os certificados Mastertrack™ do Coursera, é possível ganhar créditos universitários.
Mais dúvidas? Visite o Central de Ajuda ao Aprendiz.
