This course is part of the Marketing Strategy Specialization

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87 ratings

Ramon Diaz-Bernardo

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Marketing Strategy SpecializationIE Business School

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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Shareable Certificate

Earn a Certificate upon completion

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Course 5 of 5 in the

Marketing Strategy Specialization

Beginner Level

Approx. 29 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 5 of 5 in the

Marketing Strategy Specialization

Beginner Level

Approx. 29 hours to complete

English

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

Try Coursera for Business

Instructor

Instructor rating

4.57/5 (7 Ratings)

Ramon Diaz-Bernardo

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

Week1

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

Week2

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

Let´s talk about Market Analysis for Hotel Ipsum3mWhy is consumer behavior important in the marketing process framework?6mEvaluation of alternatives, purchase and post-purchase evaluation.4mBuying situation comparisons and buygrid framework.8mThe 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

Week3

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

Week4

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)

Reviews

4.7

10 reviews

5 stars
78.40%
4 stars
14.77%
3 stars
4.54%
1 star
2.27%

TOP REVIEWS FROM MARKETING STRATEGY CAPSTONE PROJECT

by NCAug 26, 2020

I am among the top in my PGP class and even in the office because of the learning from the IE University and Coursera

by MSAug 14, 2019

Excelente curso, super practico por ser orientado al método de caso

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.
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 Strategy Capstone Project

About this Course

Instructor

Ramon Diaz-Bernardo

Offered by

IE Business School

Syllabus - What you will learn from this course

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

Conducting market analysis through understanding market research and consumer behavior.

Developing a marketing strategy through positioning.

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

Expected Results and implementation of your marketing plan.

Reviews

TOP REVIEWS FROM MARKETING STRATEGY CAPSTONE PROJECT

About the Marketing Strategy Specialization

Frequently Asked Questions

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Marketing Strategy Capstone Project

About this Course

Instructor

Ramon Diaz-Bernardo

Offered by

IE Business School

Syllabus - What you will learn from this course

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

Conducting market analysis through understanding market research and consumer behavior.

Developing a marketing strategy through positioning.

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

Expected Results and implementation of your marketing plan.

Reviews

TOP REVIEWS FROM MARKETING STRATEGY CAPSTONE PROJECT

About the Marketing Strategy Specialization

Frequently Asked Questions

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