About this Course
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Flexible deadlines

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Approx. 17 hours to complete

Suggested: 4 weeks of study, 4-7 hours/week...


Subtitles: English

Skills you will gain

Marketing PlanMarket AnalysisPlanningMarketing Strategy

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 17 hours to complete

Suggested: 4 weeks of study, 4-7 hours/week...


Subtitles: English

Learners taking this Course are

  • Marketing Specialists
  • Marketers
  • Marketing Managers
  • Entrepreneurs
  • Sales Associates

Syllabus - What you will learn from this course

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
5 hours to complete

Marketing Strategy

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
3 hours to complete

Marketing Mix Implementation

13 videos (Total 75 min), 1 quiz
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
3 hours to complete

Expected results

10 videos (Total 58 min), 1 quiz
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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Top reviews from The Marketing Plan

By DOJun 8th 2017

Easy to navigate. Refined and professional instructor. Make it easy to relate and learn by quoting relevant examples throughout. All in all it was a great learning experience.

By DVSep 5th 2016

Amazing course..simple,lucid language for our understanding. It helped me a lot. Thank you so much for introducing this entire marketing strategy series of courses.



Ramon Diaz-Bernardo

Associate Professor

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.