IE Business School

The Marketing Plan

This course is part of Marketing Strategy Specialization

Taught in English

Some content may not be translated

Ramon Diaz-Bernardo

Instructor: Ramon Diaz-Bernardo

34,017 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.6

(428 reviews)

|

94%

16 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Course

Gain insight into a topic and learn the fundamentals

4.6

(428 reviews)

|

94%

16 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

Placeholder

Build your subject-matter expertise

This course is part of the Marketing Strategy Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

There are 4 modules in this course

Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments.

What's included

10 videos2 readings1 peer review2 discussion prompts

Welcome to the marketing strategy part of the course. Here, you will learn how to identify the best target segment for your brand, product or service and also how to position your company in order to best reach them. You will also begin to understand the benefits and drawbacks of trying to attract new customers or retain existing ones.

What's included

8 videos1 reading1 peer review1 app item1 discussion prompt

Welcome to the third part of The Marketing Plan - the marketing mix implementation. This is the action phase. Here, you will use the lessons learned in modules one and two to decide where you are going to invest your time and money, in regards to marketing. You will become familiar with the 4 P's of marketing and also learn how to effectively price your product or service. Finally, you will begin to understand which channel or combination of channels are best suited to marketing your brand.

What's included

13 videos1 peer review

Welcome to the final part of The Marketing Plan course - the expected results. Here, you will use metrics to make realistic estimates to how successful your marketing plan has been. This is document that will be used to test whether or not your marketing plan has been successful in the future. You will, most importantly, learn how to produce a profit and loss account, which will predict, and ultimately judge, the financial success of your marketing strategy and implementation.

What's included

10 videos1 peer review1 discussion prompt

Instructor

Instructor ratings
4.7 (74 ratings)
Ramon Diaz-Bernardo
IE Business School
10 Courses49,087 learners

Offered by

Recommended if you're interested in Marketing

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

Showing 3 of 428

4.6

428 reviews

  • 5 stars

    75.52%

  • 4 stars

    18.18%

  • 3 stars

    2.79%

  • 2 stars

    1.63%

  • 1 star

    1.86%

RM
5

Reviewed on Feb 23, 2017

OF
4

Reviewed on Feb 25, 2021

HC
5

Reviewed on Mar 2, 2020

New to Marketing? Start here.

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions