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Back to Positioning: What you need for a successful Marketing Strategy

Learner Reviews & Feedback for Positioning: What you need for a successful Marketing Strategy by IE Business School

798 ratings
170 reviews

About the 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....

Top reviews

Dec 20, 2016

Professor Ignacio elaborated the concept of positioning in a detailed manner. 5C's are very nicely explained. The videos are short and engaging which helped in increasing concentration.

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

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126 - 150 of 168 Reviews for Positioning: What you need for a successful Marketing Strategy

By Andres R

Jul 20, 2018

Los ejercicios son bastante difíciles pero en general es bueno

By Esteban V B

Jul 4, 2020

Buen curso. Problemas de audio cuando estaba en ambientes

By Chetan s

Sep 29, 2018

Video needs to be still ellborative

By Aman C

Jun 6, 2020

It's good or new experience for me

By Rahaf S

Jul 17, 2020

Interesting accurate course.

By Krishnakumar R

Oct 17, 2018

Good - need to be

By Rajaraman G

Mar 17, 2019

Very Good Course


Dec 2, 2018


By Cecibel G P

Aug 5, 2020

Very useful

By Suresh P

Mar 28, 2018

Need more

By Md S H

Jul 19, 2019


By Rajneesh A

Aug 4, 2017


By chiara c

May 18, 2019


By Santhoshkumar G

Mar 28, 2018


By Nicholas M F

Aug 10, 2017

Better than the first course in this specialization, but the lack of take-away slides is still a major shortcoming. Often unclear and confusing due to poor grammar. Quizzes unduly hard to get right (some right answers appear wrong by virtue of the way they are worded / relate grammatically to the questions). Sometimes inconsistent materials -e.g. slide in week 4 headed "The positioning statement needs to include" followed by how one should conduct a survey. In short, a really frustrating course: requires interpretational acrobatics to figure out what is being conveyed, to extract key takeaways and to pass quizzes. This make the course unnecessarily 'difficult', when the subject matter itself is not. On the plus side: supporting papers are informative, provide interesting case studies as well as different (and sometimes opposing) perspectives. The latter highlights current debates/controversies in the field and are generally thought provoking.

By Tony J

Feb 9, 2017

Really good level of detail versus other courses and difficult questions which really test your understanding of the subject matter.

On the downside, some links were not added to supplementary reading, which is a shame as these resources really help with your understanding

By Valentina Y A

Mar 28, 2020

the videos filmed in the bar did not have a good sound, sometimes the subtitles had some words that where not the same of the audio and in one scheme in the background, some words where not the same that the professor said.

By Anders B

May 5, 2020

Good course, plenty of interesting reading material, exercises and relevant interviews. Would have been 4 stars if they had translated or provided the Citroen interview (currently in Spanish only) in English…

By Altamash H

Apr 26, 2020

Giving 3 stars not for the content but for the quality, sound quality in some videos is very bad and in one video the interview was in a foreign language and subtitles were not there

By Niels G N

May 28, 2020

There are many typographical and continuity errors in this course. The quality of the videos is also questionable.

By Marco R

Jul 19, 2020

Some part of the videos were inaudible and the transcripts were not well done

By Tricia A

Jul 6, 2019

Good overview but lacks specific information that would be useful.

By Charles D

Aug 13, 2021

Content was good. One of the videos in week 1 has terrible audio

By Fang S

May 28, 2018

I think the model quizes are not hard, but very tricky

By Jesús F A C

Jul 1, 2017

I would have liked to jave more practical cases