This course is part of the Marketing Strategy Specialization

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392 ratings

Ramon Diaz-Bernardo

28,455 already enrolled

Offered By

Marketing Strategy SpecializationIE Business School

About this Course

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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.
Ramon Diaz Bernardo - a professor with over 20 years experience - will guide you through the four most important stages of The Marketing Plan: analysis, marketing strategy; the marketing mix and expected results.  On this journey, he will conduct interviews with leading experts from international companies in marketing as well as invite students to join him for explanations and discussions.

This excellent and unique course allows you not only to learn the essential parts of The Marketing Plan but also map out the future of your own business and take the first steps on the path to launching your own product.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

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Start instantly and learn at your own schedule.

Course 4 of 5 in the

Marketing Strategy Specialization

Approx. 16 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish, Persian

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Skills you will gain

Marketing Plan
Market Analysis
Planning
Marketing Strategy

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 4 of 5 in the

Marketing Strategy Specialization

Approx. 16 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish, Persian

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.62/5 (63 Ratings)

Ramon Diaz-Bernardo

Offered by

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.

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Syllabus - What you will learn from this course

Content Rating94%(1,663 ratings)

Week

Week 1

5 hours to complete

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.

5 hours to complete

10 videos (Total 53 min), 2 readings, 1 quiz

10 videos

Introduction to The Marketing Plan.3m

The marketing plan: interview with Veronica Santos.6m

The Marketing Plan definition.5m

Objectives and structure of The Marketing Plan.6m

The 4 main parts of a marketing plan.5m

Critical elements of the external analysis.5m

Critical elements of the internal analysis.4m

The SWOT Matrix.6m

The Nissan Leaf case.5m

How to complete assignment 1: analysis.3m

2 readings

The Nissan Leaf Case1h

The manager's guide to competitive marketing strategies - Norton, Paley.1h 30m

Week

Week 2

5 hours to complete

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 hours to complete

8 videos (Total 55 min), 2 readings, 1 quiz

8 videos

Introduction to marketing strategy.2m

What is marketing strategy?5m

Marketing strategy definition.10m

Financial and non-financial objectives.4m

The customer attraction vs customer retention dilemma.7m

Identifying the best target segment for your product or service.9m

How to identify the best positioning for your product or service?9m

How to complete assignment 2: marketing strategy.4m

2 readings

The Marketing Plan - Multimedia45m

Marketing decision making and the management of pricing successful business tools.1h 30m

Week

Week 3

3 hours to complete

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 hours to complete

13 videos (Total 75 min)

13 videos

Introduction to Marketing Mix Implementation.1m

Marketing mix definition: short-term and tactics vs long-term tactics.7m

Deciding product strategy: the product lifecycle.4m

Deciding product strategy: product levels.5m

Deciding product strategy: branding strategy.5m

An interview with Martin Boehm.4m

Pricing strategy.8m

Distribution channels: interview with Maria Teresa Aranzabal.6m

Distribution channel strategy.7m

Integrated communication strategy: an interview with Eda Sayin.7m

How to build an integrated communication strategy: part 1.6m

How to build an integrated communication strategy: part 2.5m

How to complete assignment 3: marketing mix implementation?4m

Week

Week 4

3 hours to complete

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 hours to complete

10 videos (Total 58 min)

10 videos

Introduction to expected results.2m

Interview with Luis Rodriguez Baptista.9m

The expected results definition.3m

Metrics for financial objectives.7m

Metrics for non-financial objectives: brand awareness5m

Metrics for non-financial objectives: social media brand.4m

Metrics for strategic objectives.6m

Metrics for customer objectives.6m

The Marketing Plan budget.8m

How to complete assignment 4: expected results?3m

Reviews

4.6

73 reviews

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TOP REVIEWS FROM THE MARKETING PLAN

by SKNov 5, 2017

Great Course. It also summarizes the three courses that was taught previously. I'm in love with marketing and Coursera.

by EADec 17, 2020

This course simplified everything that was learnt in the previous courses and gave a suitable straightforward approach to developing a marketing plan. The instructor was superb!

by KAJun 18, 2017

The content and the instructor and the course is very clear and mind mapped very well, I was able to do my Company Marketing Plan for 2017 using this knowledge

by APSep 16, 2018

The course is very interesting and informative. Thank you so much for instructing Ana Pelayo.

View all reviews

About the Marketing Strategy Specialization

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
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.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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