About this Course

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Learner Career Outcomes

67%

started a new career after completing these courses

70%

got a tangible career benefit from this course

25%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
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Start instantly and learn at your own schedule.
Flexible deadlines
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Approx. 17 hours to complete
English

Skills you will gain

Marketing PlanMarket AnalysisPlanningMarketing Strategy

Learner Career Outcomes

67%

started a new career after completing these courses

70%

got a tangible career benefit from this course

25%

got a pay increase or promotion
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.
Approx. 17 hours to complete
English

Instructor

Offered by

Placeholder

IE Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up95%(1,237 ratings)Info
Week
1

Week 1

6 hours to complete

Analysis

6 hours to complete
10 videos (Total 53 min), 2 readings, 1 quiz
10 videos
The marketing plan: interview with Veronica Santos.6m
The Marketing Plan definition.5m
Objectives and structure of The Marketing Plan.6m
The 4 main parts of a marketing plan.5m
Critical elements of the external analysis.5m
Critical elements of the internal analysis.4m
The SWOT Matrix.6m
The Nissan Leaf case.5m
How to complete assignment 1: analysis.3m
2 readings
The Nissan Leaf Case1h
The manager's guide to competitive marketing strategies - Norton, Paley.1h 30m
Week
2

Week 2

5 hours to complete

Marketing Strategy

5 hours to complete
8 videos (Total 55 min), 2 readings, 1 quiz
8 videos
What is marketing strategy?5m
Marketing strategy definition.10m
Financial and non-financial objectives.4m
The customer attraction vs customer retention dilemma.7m
Identifying the best target segment for your product or service.9m
How to identify the best positioning for your product or service?9m
How to complete assignment 2: marketing strategy.4m
2 readings
The Marketing Plan - Multimedia45m
Marketing decision making and the management of pricing successful business tools.1h 30m
Week
3

Week 3

3 hours to complete

Marketing Mix Implementation

3 hours to complete
13 videos (Total 75 min)
13 videos
Marketing mix definition: short-term and tactics vs long-term tactics.7m
Deciding product strategy: the product lifecycle.4m
Deciding product strategy: product levels.5m
Deciding product strategy: branding strategy.5m
An interview with Martin Boehm.4m
Pricing strategy.8m
Distribution channels: interview with Maria Teresa Aranzabal.6m
Distribution channel strategy.7m
Integrated communication strategy: an interview with Eda Sayin.7m
How to build an integrated communication strategy: part 1.6m
How to build an integrated communication strategy: part 2.5m
How to complete assignment 3: marketing mix implementation?4m
Week
4

Week 4

3 hours to complete

Expected results

3 hours to complete
10 videos (Total 58 min)
10 videos
Interview with Luis Rodriguez Baptista.9m
The expected results definition.3m
Metrics for financial objectives.7m
Metrics for non-financial objectives: brand awareness5m
Metrics for non-financial objectives: social media brand.4m
Metrics for strategic objectives.6m
Metrics for customer objectives.6m
The Marketing Plan budget.8m
How to complete assignment 4: expected results?3m

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About the Marketing Strategy Specialization

Marketing Strategy

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