About this Course

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Learner Career Outcomes

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17%

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Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
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Approx. 10 hours to complete
English

Instructor

Learner Career Outcomes

29%

got a tangible career benefit from this course

17%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 10 hours to complete
English

Offered by

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IESE Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up96%(1,939 ratings)Info
Week
1

Week 1

2 hours to complete

Course Overview & Week 1

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 130m
Week
2

Week 2

2 hours to complete

Week 2: Product, Pricing & Channel Design

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 230m
Week
3

Week 3

2 hours to complete

Week 3: Building Strong Brands

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 330m
Week
4

Week 4

3 hours to complete

Week 4: 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 130m

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About the Foundations of Management Specialization

Foundations of Management

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