Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions.
Offered By
Foundations of Management SpecializationIESE Business SchoolAbout this Course
34,157 recent views
Learner Career Outcomes
50%
started a new career after completing these courses
29%
got a tangible career benefit from this course
20%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 3 of 5 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 9 hours to complete
English
Subtitles: English, Vietnamese
Learner Career Outcomes
50%
started a new career after completing these courses
29%
got a tangible career benefit from this course
20%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 3 of 5 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 9 hours to complete
English
Subtitles: English, Vietnamese
Offered by
IESE Business School
For over fifty years, IESE, the graduate business school of the University of Navarra, has been at the forefront of management education, developing and inspiring business leaders who strive to make a deep, positive and lasting impact on the people, companies and society they serve.
Syllabus - What you will learn from this course
2 hours to complete
Course Overview & Week 1
Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.
2 hours to complete
16 videos (Total 78 min), 4 readings, 1 quiz
16 videos
1.- Course Outline2m
2.- Week 1 Overview3m
3.- Framing Marketing Challenges, Part 14m
4.- Framing Marketing Challenges, Part 26m
5.- The Marketing Process, Part 16m
6.- The Marketing Process, Part 24m
7.- Segmentation, Part 14m
8.- Segmentation, Part 23m
9.- Segmentation Part 35m
10.- Segmentation Part 42m
11.- Marketing Research, Part 17m
12.- Marketing Research, Part 25m
13.- Marketing Research, Part 34m
14.- Targeting and Positioning, Part 16m
15.- Targeting and Positioning, Part 25m
4 readings
Syllabus10m
About Week 110m
Required Reading10m
Week 1 Quiz Solutions Key10m
1 practice exercise
Week 118m
2 hours to complete
Week 2: Product, Pricing & Channel Design
It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels.
2 hours to complete
17 videos (Total 80 min), 3 readings, 1 quiz
17 videos
2.- Product Definition, Part 17m
3.- Product Definition, Part 23m
4.- Estimating Product Demand, Part 14m
5.- Estimating Product Demand, Part 24m
6.- Managing Products, Part 13m
7.- Managing Products, Part 25m
8.- Managing Products, Part 33m
9.- Pricing Fundamentals, Part 15m
10.- Pricing Fundamentals, Part 24m
11.- Pricing Fundamentals, Part 33m
12.- Pricing Fundamentals, Part 45m
13.- Pricing Fundamentals, Part 54m
14.- Channel Design, Part 14m
15.- Channel Design, Part 27m
16.- Channel Management7m
17.- Week 2 Recap1m
3 readings
About Week 210m
Required Reading10m
Week 2 Quiz Solution Key10m
1 practice exercise
Week 216m
2 hours to complete
Week 3: Building Strong Brands
Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand.
2 hours to complete
13 videos (Total 55 min), 2 readings, 1 quiz
13 videos
2.- Defining Brands4m
3.- What Things Can Be Branded?4m
4.- Why Are Brands Important?, Part 14m
5.- Why Are Brands Important?, Part 23m
6.- The Value of a Brand, Part 14m
7.- The Value of a Brand, Part 26m
8.- Brand Equity5m
9.- The Branding Process, Part 16m
10.- The Branding Process, Part 23m
11.- Brand Extensions, Part 14m
12.- Brand Extensions, Part 26m
13.- Week 3 Recap53s
2 readings
About Week 310m
Week 3 Quiz Solution Key10m
1 practice exercise
Week 316m
3 hours to complete
Week 4: Communication Strategy
Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.
3 hours to complete
11 videos (Total 47 min), 1 reading, 2 quizzes
11 videos
2.- Communications Framework1m
3.- Mission And Market7m
4.- Map The Decision Making Process, Part 16m
5.- Map The Decision Making Process, Part 24m
6.- Message and Content4m
7.- Media, Part 14m
8.- Media, Part 26m
9.- Measurement5m
10.- Week 4 Recap1m
Conclusion to the Course1m
1 reading
About Week 410m
1 practice exercise
Week 4 - Part 114m
About the Foundations of Management Specialization
Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of financial, marketing and decision-making principles and other management fundamentals will help you achieve your professional goals - be it getting promoted in your current job, getting ready for a MBA program, or starting your own company.
This Specialization will give you a comprehensive introduction to the practice of management through the lens of four key disciplines: accounting, finance, marketing, and organizational behavior. In each course, you'll analyze real business cases from these four perspectives. In the final Capstone Project, you’ll apply what you’ve learned to develop a holistic solution to a real-world business dilemma.
This Specialization will provide you with the skill set needed to help achieve the next step in your career.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
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.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
Will I earn university credit for completing the Course?
This Course doesn't carry university credit, but some universities may choose to accept Course Certificates for credit. Check with your institution to learn more. Online Degrees and Mastertrack™ Certificates on Coursera provide the opportunity to earn university credit.
More questions? Visit the Learner Help Center.