About this Course
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The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts. After reviewing the material learned you will be asked to analyse the case study: ¨Hotel Ipsum: A Marketing and Commercial Strategy to Survive.¨ Now it’s time to put what you’ve learned to the test! Hotel Ipsum’s General Manager, Rafael Escobedo, is faced with a dilemma: Despite his hotel doing fairly well in terms of sales and profitability, Rafael’s Board of Directors are not satisfied and are demanding an improvement in results. Now it’s up to you to create Rafael’s Marketing Strategy. The outcome could mean one of two things: praise from his Board of Directors…or unemployment! Along with the Capstone are discussion forums, quizzes and peer reviews to aid you in your understanding of the theory given throughout this Specialization. Share your thoughts, ideas and debate with other like-minded learners from all over the globe with the same interest in expanding their marketing knowledge....
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100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Clock

Approx. 15 hours to complete

Suggested: 3 hours/week...
Comment Dots

English

Subtitles: English...
Stacks
Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Beginner Level

Beginner Level

Clock

Approx. 15 hours to complete

Suggested: 3 hours/week...
Comment Dots

English

Subtitles: English...

Syllabus - What you will learn from this course

Week
1
Clock
2 hours to complete

Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.

...
Reading
1 video (Total 4 min), 4 readings
Reading4 readings
Outline of the Capstone project and evaluation process.10m
Note regarding the case study method.20m
Hotel Ipsum: a marketing and commercial strategy to survive.10m
Let's get to know Colombia better!20m
Week
2
Clock
7 hours to complete

Conducting market analysis through understanding market research and consumer behavior.

...
Reading
5 videos (Total 28 min), 1 reading, 2 quizzes
Video5 videos
Why is consumer behavior important in the marketing process framework?6m
Evaluation of alternatives, purchase and post-purchase evaluation.4m
Buying situation comparisons and buygrid framework.8m
The steps to conducting marketing research.5m
Reading1 reading
Important information regarding Hotel Ipsum.15m
Quiz1 practice exercise
Review of Market Research and Consumer Behavior.10m
Week
3
Clock
7 hours to complete

Developing a marketing strategy through positioning.

...
Reading
7 videos (Total 34 min), 2 readings, 2 quizzes
Video7 videos
Marketing strategy definition.10m
Segmentation levels.4m
Segmentation models.4m
What is differentiation and value proposition?2m
What is positioning?3m
Positioning statement.3m
Reading2 readings
Aspects to considerm
Important information regarding Hotel Ipsum10m
Quiz1 practice exercise
Marketing strategy quiz.10m
Week
4
Clock
8 hours to complete

Adapting the marketing mix to your strategy: product, price, place and promotion.

...
Reading
7 videos (Total 50 min), 2 quizzes
Video7 videos
The Product Life Cycle.6m
External factors affecting price definition.8m
Internal factors affecting price definition.7m
Key factors in designing a distribution channel.6m
Deciding on the marketing communications mix.8m
Direct and interactive marketing.8m
Quiz1 practice exercise
Marketing mix quiz.10m

Instructor

Ramon Diaz-Bernardo

Associate Professor
Marketing

About 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....

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....
Marketing Strategy

Frequently Asked Questions

  • 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.

  • 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.

More questions? Visit the Learner Help Center.