About this course: 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. In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marekting process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy praactical toolbox of skills. The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract.

Who is this class for: This course is aimed at any ambitious, business minded individual who has aspirations to launch their own product or service and/or has an interest in pursuing a career in marketing. A basic understanding of the principles of marketing would be an advantage but it is not essential.

Created by: IE Business School

Taught by: Ignacio Gafo, Professor
Marketing

Basic Info	Course 2 of 5 in the Marketing Strategy Specialization.
Level	Beginner
Commitment	4 weeks of study, 1-2 hours/week
Language	English
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.5 stars Average User Rating 4.5See what learners said

Syllabus

WEEK 1

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.

7 videos, 3 readings, 1 practice quiz

Graded: Marketing process and Positioning

WEEK 2

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 segment...

10 videos, 4 readings, 1 practice quiz

Graded: Segmentation and targeting

Graded: Segmentation and targeting 2

WEEK 3

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 t...

9 videos, 4 readings, 1 practice quiz

Graded: Differentiation & value proposition

WEEK 4

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.

12 videos, 8 readings, 2 practice quizzes

Graded: Positioning

FAQs

How It Works

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from Your Peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

Creators

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.

Pricing

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Access to course materials	Available	Available
Access to graded materials	Not available	Available
Receive a final grade	Not available	Available
Earn a shareable Course Certificate	Not available	Available

Ratings and Reviews

Rated 4.5 out of 5 of 87 ratings

Gives a sound and clear knowledge of Positioning and related concepts. Thank you for this platform...

Thank you. Everything was presented in a very good way. A lot of new topics for me. All tests were not so easy. What made me think and review notes, that was great.

I think in the last test, in question nr 4 was a mistake or bug. As I checked all possibilities, all was negative.

Thank you

Gosia

a veces un poco difícil acceder al material de lectura.. pero el curso está muy bien

Professor Gafo did a great job establishing the importance of positioning and how it is fundamental to the success of a marketing strategy. I feel much more confident about implementing a positioning assessment or shift for my organization's products and services.

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Positioning: What you need for a successful Marketing Strategy

Positioning: What you need for a successful Marketing Strategy

Positioning: What you need for a successful Marketing Strategy