Marketing Mix Fundamentals

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Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, Place and Promotion), this course forces you to strategically analyze your product and/or service. The Product session is designed to provide you with the knowledge to understand and manage the strategic role of brands and products in generating business results, whilst the focus on Pricing will cover the main concepts and techniques to formulate prices. Compliment this with skills from the “P” session Place, where you consider channe…

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Frequently asked questions

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, Place and Promotion), this course forces you to strategically analyze your product and/or service. The Product session is designed to provide you with the knowledge to understand and manage the strategic role of brands and products in generating business results, whilst the focus on Pricing will cover the main concepts and techniques to formulate prices. Compliment this with skills from the “P” session Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service. Finally, through the Promotional activities (Communication) session, explore the different communication channels available and understand the importance of the media plan, dealing specifically with social media and omni-channel strategy. IE Professors Maria Teresa Aranzabal and Fernando Cortiñas will guide you through this incredibly important stage of marketing strategy using expert interviews with industry professionals. After this course you will be ready to decide where and how you want to market your product.

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:  Maria Teresa Aranzabal, Professor

    Marketing
  • Taught by:  Fernando Cortiñas, Professor

    Marketing
Basic Info Course 3 of 5 in the Marketing Strategy Specialization Level Beginner Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.3 stars Average User Rating 4.3See what learners said Trabajo del curso

Cada curso es como un libro de texto interactivo, con videos pregrabados, cuestionarios y proyectos.

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Certificados

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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.

Syllabus


WEEK 1


Product and Product Policy



At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.


10 videos, 6 readings expand


  1. Video: Course Trailer
  2. Video: Marketing Warfare: Intro to the Course
  3. Video: What is a Product? Product Definition and Product Levels
  4. Video: Product & Service Decisions
  5. Video: What is a Brand?
  6. Video: The Product Life Cycle
  7. Leyendo: Product Life Cycle Stages
  8. Video: Planned Obselescence
  9. Leyendo: Planned Obsolescence
  10. Leyendo: Here's the Truth about the Planned Obsolescence of Tech
  11. Video: Product Strategy Matrices: BCG Matrix
  12. Leyendo: BCG Classics Revisited: The Growth Share Matrix
  13. Video: Product Strategy Matrixes: McKinsey/General Electric Matrix
  14. Leyendo: Enduring Ideas: The GE-McKinsey Nine-Box Matrix
  15. Video: Product Strategy Matrices: Ansoff Matrix
  16. Leyendo: Product Policy: 6 Essential Components of a Sound Product Policy

Graded: Graded Quiz

WEEK 2


Price and Pricing Policy
At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.


6 videos, 2 readings expand


  1. Video: What is Price?
  2. Video: The Emergence of Internet Pricing
  3. Video: Internal Factors Affecting Price Definition
  4. Video: External Factors Affecting Price Definition
  5. Video: General Pricing Approaches 1: Cost-Based
  6. Video: General Pricing Approaches 2: Value-Based
  7. Leyendo: Methods to Price Your Product
  8. Leyendo: Pay-per-laugh: Customers charged exactly for what they "consume"

Graded: Graded Quiz

WEEK 3


Channel Management and Retailing



At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.


10 videos, 3 readings expand


  1. Video: Why are Marketing Channels so Important?
  2. Video: Key Factors in Designing a Distribution Channel
  3. Leyendo: Strategic Channel Design
  4. Video: How to Manage Channels and Resolve Conflict
  5. Video: The Nature of Trade Marketing
  6. Video: How is Trade Marketing Evolving?
  7. Video: Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)
  8. Video: Important Developments in Retailing
  9. Video: Retail Strategy and Multichannel Retailing
  10. Leyendo: Three Rules for Buiding the Modern Retail Organization
  11. Video: Global Growth Opportunities and Entry Strategies
  12. Video: The Emergence of Online Retail Channels
  13. Leyendo: Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content

Graded: Graded Quiz

WEEK 4


Marketing Communications



At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.


13 videos, 5 readings expand


  1. Video: The Role of Marketing Communications
  2. Video: Developing Effective Communications
  3. Video: Establishing the Marketing Communications Budget
  4. Video: Deciding on the Marketing Communication Mix
  5. Video: Managing the Integrated Marketing Communications Process
  6. Video: Expert Interview: José María Rull, President and CEO of DDB Spain
  7. Leyendo: Recommended Reading: Designing and Managing Marketing Communications
  8. Video: Managing Media and Evaluating Effectiveness
  9. Leyendo: How Advertising Works: What Do We Really Know?
  10. Leyendo: Managing Brands for the Long Run
  11. Video: Developing an Advertising Program
  12. Video: Sales Promotion, PR, Events and Experiences
  13. Video: Direct and Interactive Marketing
  14. Video: Developing the Sales Force
  15. Leyendo: A Strategic Perspective on Sales Promotions
  16. Leyendo: Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications
  17. Video: Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital
  18. Video: Trailer: The Marketing Plan

Graded: Graded Quiz
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There are no frequently asked questions yet. Send an Email to info@springest.co.uk