Informações sobre o curso
4.5
315 classificações
69 avaliações
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 11 horas para completar

Sugerido: 4 weeks of study, 1-2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Habilidades que você terá

Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível iniciante

Nível iniciante

Horas para completar

Aprox. 11 horas para completar

Sugerido: 4 weeks of study, 1-2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
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....
Reading
7 vídeos (total de (Total 25 mín.) min), 3 leituras, 2 testes
Video7 videos
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
Reading3 leituras
Marketing in the age of fragmentation10min
The Evolution of Marketing30min
Mountain Dew Kickstart comes alive10min
Quiz2 exercícios práticos
Marketing process and Positioning10min
Marketing process and Positioning14min
Semana
2
Horas para completar
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....
Reading
10 vídeos (total de (Total 41 mín.) min), 4 leituras, 3 testes
Video10 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
Reading4 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
Quiz3 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
Semana
3
Horas para completar
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....
Reading
9 vídeos (total de (Total 35 mín.) min), 4 leituras, 2 testes
Video9 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
Reading4 leituras
Denny: Fighting commoditization with differentiation10min
Differentiation that matters10min
BigPond – Why Emotional differentiation wins10min
Differentiation or Salience10min
Quiz2 exercícios práticos
Differentiation & positioning. Please fill out the following sentences:8min
Differentiation & value proposition12min
Semana
4
Horas para completar
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....
Reading
12 vídeos (total de (Total 58 mín.) min), 8 leituras, 3 testes
Video12 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
Reading8 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
Quiz3 exercícios práticos
Positioning12min
Positioning14min
Match these sentences regarding Positioning2min
4.5
69 avaliaçõesChevron Right
Benefício de carreira

25%

consegui um benefício significativo de carreira com este curso

Melhores avaliações

por NMDec 21st 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 LOFeb 8th 2018

It has been very instrumental in my case as i redefine the strategy for my organization. Simple and easy to understand with very good case study literature provided. Thanks guys

Instrutores

Avatar

Ignacio Gafo

Professor
Marketing

Sobre 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....

Sobre o Programa de cursos integrados Marketing Strategy

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....
Marketing Strategy

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