This course is part of the Marketing Strategy Specialization

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974 ratings

Maria Teresa Aranzabal +1 more instructor

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Offered By

Marketing Strategy SpecializationIE Business School

About this Course

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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.

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Includes hands on learning projects.

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Course 3 of 5 in the

Marketing Strategy Specialization

Beginner Level

Approx. 9 hours to complete

English

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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.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 3 of 5 in the

Marketing Strategy Specialization

Beginner Level

Approx. 9 hours to complete

English

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

Try Coursera for Business

Instructors

Instructor rating

4.47/5 (124 Ratings)

Maria Teresa Aranzabal

Fernando Cortiñas

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 Rating92%(1,975 ratings)

Week1

Week 1

2 hours to complete

Product and Product Policy

2 hours to complete

10 videos (Total 59 min), 6 readings, 1 quiz

10 videos

Course Trailer51sMarketing Warfare: Intro to the Course5mWhat is a Product? Product Definition and Product Levels8mProduct & Service Decisions4mWhat is a Brand?7mThe Product Life Cycle6mPlanned Obselescence6mProduct Strategy Matrices: BCG Matrix7mProduct Strategy Matrixes: McKinsey/General Electric Matrix7mProduct Strategy Matrices: Ansoff Matrix5m

6 readings

Product Life Cycle Stages10mPlanned Obsolescence10mHere's the Truth about the Planned Obsolescence of Tech10mBCG Classics Revisited: The Growth Share Matrix10mEnduring Ideas: The GE-McKinsey Nine-Box Matrix10mProduct Policy: 6 Essential Components of a Sound Product Policy10m

1 practice exercise

Graded Quiz30m

Week2

Week 2

2 hours to complete

Price and Pricing Policy

2 hours to complete

6 videos (Total 48 min), 2 readings, 1 quiz

Week3

Week 3

2 hours to complete

Channel Management and Retailing

2 hours to complete

10 videos (Total 66 min), 3 readings, 1 quiz

10 videos

Why are Marketing Channels so Important?5mKey Factors in Designing a Distribution Channel6mHow to Manage Channels and Resolve Conflict5mThe Nature of Trade Marketing4mHow is Trade Marketing Evolving?5mExpert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13mImportant Developments in Retailing6mRetail Strategy and Multichannel Retailing5mGlobal Growth Opportunities and Entry Strategies6mThe Emergence of Online Retail Channels6m

3 readings

Strategic Channel Design10mThree Rules for Buiding the Modern Retail Organization10mRecommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10m

1 practice exercise

Graded Quiz30m

Week4

Week 4

3 hours to complete

Marketing Communications

3 hours to complete

13 videos (Total 111 min), 5 readings, 1 quiz

13 videos

The Role of Marketing Communications7mDeveloping Effective Communications9mEstablishing the Marketing Communications Budget8mDeciding on the Marketing Communication Mix8mManaging the Integrated Marketing Communications Process4mExpert Interview: José María Rull, President and CEO of DDB Spain13mManaging Media and Evaluating Effectiveness7mDeveloping an Advertising Program10mSales Promotion, PR, Events and Experiences8mDirect and Interactive Marketing8mDeveloping the Sales Force5mExpert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18mTrailer: The Marketing Plan50s

5 readings

Recommended Reading: Designing and Managing Marketing Communications10mHow Advertising Works: What Do We Really Know?10mManaging Brands for the Long Run10mA Strategic Perspective on Sales Promotions10mRecommended Reading: Integrated Advertising, Promotion, and Marketing Communications10m

1 practice exercise

Graded Quiz30m

Reviews

4.6

160 reviews

5 stars
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4 stars
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3 stars
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2 stars
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TOP REVIEWS FROM MARKETING MIX FUNDAMENTALS

by AASep 28, 2016

Interesting course. I'll advice anyone in the marketing field to take this course

by ATSep 16, 2018

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

by YPSep 6, 2020

Good Course for 12th Grade students which could be valuable for a preview on this topic,but nothing to worry,just the basics

by DGOct 5, 2017

Excellent presentation skills and material. Very useful reading recommendations and interviews

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.
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. 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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Marketing Mix Fundamentals

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