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.
Este curso faz parte do Programa de cursos integrados Estratégia de marketing
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oferecido por
Programa de cursos integrados Estratégia de marketingIE Business SchoolIE Business SchoolInformações sobre o curso
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Curso 2 de 5 no
Nível iniciante
Aprox. 11 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Italiano, Vietnamita, Alemão, Russo, Inglês, Espanhol
Habilidades que você terá
- Market Segmentation
- Marketing Process
- Positioning (Marketing)
- Value Proposition
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Curso 2 de 5 no
Nível iniciante
Aprox. 11 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Italiano, Vietnamita, Alemão, Russo, Inglês, Espanhol
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
3 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.
3 horas para concluir
10 vídeos (Total 41 mín.), 4 leituras, 3 testes
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
4 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.
4 horas para concluir
12 vídeos (Total 58 mín.), 8 leituras, 3 testes
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?
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