About this Course

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Learner Career Outcomes

50%

started a new career after completing these courses

50%

got a tangible career benefit from this course
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.
Beginner Level
Approx. 30 hours to complete
English

Learner Career Outcomes

50%

started a new career after completing these courses

50%

got a tangible career benefit from this course
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.
Beginner Level
Approx. 30 hours to complete
English

Offered by

Placeholder

IE Business School

Syllabus - What you will learn from this course

Week
1

Week 1

2 hours to complete

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

2 hours to complete
1 video (Total 4 min), 4 readings
4 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.1h 10m
Let's get to know Colombia better!20m
Week
2

Week 2

6 hours to complete

Conducting market analysis through understanding market research and consumer behavior.

6 hours to complete
5 videos (Total 28 min), 1 reading, 2 quizzes
5 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
1 reading
Important information regarding Hotel Ipsum.15m
1 practice exercise
Review of Market Research and Consumer Behavior.30m
Week
3

Week 3

7 hours to complete

Developing a marketing strategy through positioning.

7 hours to complete
7 videos (Total 34 min), 2 readings, 2 quizzes
7 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
2 readings
Aspects to consider1h
Important information regarding Hotel Ipsum10m
1 practice exercise
Marketing strategy quiz.30m
Week
4

Week 4

8 hours to complete

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

8 hours to complete
7 videos (Total 50 min)
7 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
1 practice exercise
Marketing mix quiz.30m

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About the Marketing Strategy Specialization

Marketing Strategy

Frequently Asked Questions

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