Positioning: What you need for a successful Marketing Strategy

Seize the savings! Get 40% off 3 months of Coursera Plus and full access to thousands of courses.

Positioning: What you need for a successful Marketing Strategy

This course is part of Marketing Strategy Specialization

Instructor: Ignacio Gafo

42,348 already enrolled

Included with

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

980 reviews

Beginner level

No prior experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

78%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

980 reviews

Beginner level

No prior experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

78%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

10 assignments

Taught in English

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

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

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

There are 4 modules in this course

Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan.

In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills. The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract.

In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined.

What's included

7 videos2 assignments

7 videos Total 25 minutes

Trailer 1 minute
1.0 Why positioning? 4 minutes
1.1 Where should we start? 6 minutes
1.2 Positioning as a key element in the marketing process 4 minutes
1.3 Market environment analysis: Context and Customers 4 minutes
1.4 Market environment analysis: Collaborators, Competitors and Company 3 minutes
1.5 What do we get from a proper positioning? 3 minutes

2 assignments Total 60 minutes

Marketing process and Positioning 30 minutes
Marketing process and Positioning 30 minutes

In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segmentation.

What's included

10 videos4 readings3 assignments

10 videos Total 41 minutes

2.0 What is a segment? 2 minutes
2.1 Mass market, market segments, niche markets and individuals 2 minutes
2.2 Segmentation levels 4 minutes
2.3 Why should we segment? 3 minutes
2.4 Reasons to segment 3 minutes
2.5 Segmentation criteria: geographic and demographic 4 minutes
2.6 Segmentation criteria: psychographic and behavioral 5 minutes
2.7 How to come up with an effective segmentation? 4 minutes
2.8 Segmentation models 5 minutes
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson 10 minutes

4 readings Total 40 minutes

The Art And Science Of Consumer Segmentation 10 minutes
Customer Segmentation Models 10 minutes
What's next for segmentation? 10 minutes
Holistic segmentation 10 minutes

3 assignments Total 90 minutes

Segmentation and targeting 30 minutes
Segmentation and targeting 2 30 minutes
In the following exercise you will have to identify to which segmentation criteria each sentence is related with 30 minutes

In the third module, the second element of positioning is addressed: Value proposition and differentiation. Both the value proposition and differentiation concepts are presented, following up with how to come up with them effectively and potential strategies to be followed.

What's included

9 videos4 readings2 assignments1 discussion prompt

9 videos Total 35 minutes

3.0 Why differentiation? 2 minutes
3.1 What is differentiation and value proposition? 3 minutes
3.2 Positioning in real life: Exercise 3 minutes
3.3 Frame of reference, points of parity and points of difference 5 minutes
3.4 How to come up with the points of difference? 5 minutes
3.5 The three circles model (Urbany & Davis) 4 minutes
3.6 Differentiation strategies 5 minutes
3.7 Session 3 Summary 2 minutes
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain 5 minutes

4 readings Total 40 minutes

Denny: Fighting commoditization with differentiation 10 minutes
Differentiation that matters 10 minutes
BigPond – Why Emotional differentiation wins 10 minutes
Salience vs. Differentiation 10 minutes

2 assignments Total 60 minutes

Differentiation & value proposition 30 minutes
Differentiation & positioning. Please fill out the following sentences: 30 minutes

1 discussion prompt Total 10 minutes

360 Video: Getting to know the value proposition and business model of Car2go 10 minutes

In the fourth module we speak about positioning itself. The positioning concept is analyzed and practical tools are shared to define it . Furthermore, key marketing strategies and market trends affecting positioning are offered.

What's included

12 videos5 readings3 assignments1 app item

12 videos Total 58 minutes

4.0 Introduction to the session 2 minutes
4.1 What is positioning? 4 minutes
4.2 Positioning examples at Citroën 10 minutes
4.3 Positioning Statement 4 minutes
4.4 How to define the Commercial Plan based on the positioning? 5 minutes
4.5 How to come up with the value proposition? Positioning maps 4 minutes
4.6 Spider Web Perceptual Maps 3 minutes
4.7 Alternative Positioning Strategies 6 minutes
4.8 Key trends impacting Positioning (1/2) 7 minutes
4.9 Key trends impacting Positioning (2/2) 7 minutes
4.10 Course wrap up 5 minutes
Ready to continue on this journey? 1 minute

5 readings Total 50 minutes

Chobani Pushes Boundaries Of Greek Yogurt With Significant New Product Innovations 10 minutes
How Denny’s became ‘America’s Diner’ again through a decade of marketing efforts 10 minutes
Vodafone Egypt: How to make the small seems big 10 minutes
Big data analytics VS Human intuition — What do we trust? 10 minutes
The value of getting personalization right—or wrong—is multiplying 10 minutes

3 assignments Total 90 minutes

Positioning 30 minutes
Positioning 30 minutes
Match these sentences regarding Positioning 30 minutes

1 app item Total 60 minutes

Positioning Maps Multimedia 60 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(108 ratings)

Ignacio Gafo

IE Business School

3 Courses 42,623 learners

Offered by

IE Business School

Explore more from Marketing

Status: Preview
IE Business School
The "Who" of the Marketing Strategy:Segmentation & Targeting
Course
Status: Preview
IE Business School
The "What" of the Marketing Strategy
Course
Status: Free Trial
IESE Business School
Marketing: Customer Needs and Wants
Course
Status: Free Trial
IE Business School
Marketing Strategy
Specialization

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

5 stars
64.59%
4 stars
23.36%
3 stars
7.24%
2 stars
2.04%
1 star
2.75%

Showing 3 of 980

Reviewed on Dec 29, 2021

If you want to have a clear map of the marketing process especially marketing strategy, this MOOC is a must-have course.

Reviewed on Apr 19, 2020

I found this course on positioning helpful and it also clears my doubts. I learn some key concepts that are new to me. Overall good course to learn about marketing esp positioning.

Reviewed on Feb 7, 2018

It has been very instrumental in my case as i redefine the strategy for my organization. Simple and easy to understand with very good case study literature provided. Thanks guys

View more reviews

Open new doors with Coursera Plus

Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Learn more

Advance your career with an online degree

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

Explore degrees

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

Upskill your employees to excel in the digital economy

Learn more

Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. 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.

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.

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.