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.
This course is part of the Marketing Strategy Specialization
Positioning: What you need for a successful Marketing Strategy
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About this Course
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Learner Career Outcomes
50%
started a new career after completing these courses
40%
got a tangible career benefit from this course
Skills you will gain
Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
Learner Career Outcomes
50%
started a new career after completing these courses
40%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
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Course 2 of 5 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 11 hours to complete
Suggested: 4 weeks of study, 1-2 hours/week
English
Subtitles: English
Syllabus - What you will learn from this course
2 hours to complete
Positioning introduction
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.
2 hours to complete
7 videos (Total 25 min), 3 readings, 2 quizzes
7 videos
Trailer50s
1.0 Why positioning?3m
1.1 Where should we start?5m
1.2 Positioning as a key element in the marketing process4m
1.3 Market environment analysis: Context and Customers4m
1.4 Market environment analysis: Collaborators, Competitors and Company2m
1.5 What do we get from a proper positioning?3m
3 readings
Marketing in the age of fragmentation10m
The Evolution of Marketing30m
Mountain Dew Kickstart comes alive10m
2 practice exercises
Marketing process and Positioning10m
Marketing process and Positioning14m
2 hours to complete
Segmentation
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.
2 hours to complete
10 videos (Total 41 min), 4 readings, 3 quizzes
10 videos
2.1 Mass market, market segments, niche markets and individuals1m
2.2 Segmentation levels4m
2.3 Why should we segment?2m
2.4 Reasons to segment3m
2.5 Segmentation criteria: geographic and demographic3m
2.6 Segmentation criteria: psychographic and behavioral5m
2.7 How to come up with an effective segmentation?3m
2.8 Segmentation models4m
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9m
4 readings
The art and science of consumer segmentation10m
Personalised targeting: Don’t get personal get social10m
Holistic segmentation10m
Why Unilever believes “consumers are dead”10m
3 practice exercises
Segmentation and targeting12m
In the following exercise you will have to identify to which segmentation criteria each sentence is related with14m
Segmentation and targeting 26m
2 hours to complete
Differentiation and Value Proposition
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.
2 hours to complete
9 videos (Total 35 min), 4 readings, 2 quizzes
9 videos
3.1 What is differentiation and value proposition?2m
3.2 Positioning in real life: Exercise3m
3.3 Frame of reference, points of parity and points of difference5m
3.4 How to come up with the points of difference?4m
3.5 The three circles model (Urbany & Davis)4m
3.6 Differentiation strategies4m
3.7 Session 3 Summary1m
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5m
4 readings
Denny: Fighting commoditization with differentiation10m
Differentiation that matters10m
BigPond – Why Emotional differentiation wins10m
Differentiation or Salience10m
2 practice exercises
Differentiation & positioning. Please fill out the following sentences:8m
Differentiation & value proposition12m
3 hours to complete
Positioning
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.
3 hours to complete
12 videos (Total 58 min), 8 readings, 3 quizzes
12 videos
4.1 What is positioning?3m
4.2 Positioning examples at Citroën10m
4.3 Positioning Statement3m
4.4 How to define the Commercial Plan based on the positioning?5m
4.5 How to come up with the value proposition? Positioning maps4m
4.6 Spider Web Perceptual Maps3m
4.7 Alternative Positioning Strategies6m
4.8 Key trends impacting Positioning (1/2)7m
4.9 Key trends impacting Positioning (2/2)7m
4.10 Course wrap up4m
Ready to continue on this journey?50s
8 readings
Chobani Plain Inspiring10m
Dennys reinvents the American dinner10m
Positioning Maps Multimedia10m
Vodafone Egypt: How to make the small seems big10m
Consumers in 2016: Generation swipe10m
Can big data and analysis replace intuition?10m
Innovation beyond blue oceans10m
Super personalize me! When technological advance meets consumer power10m
3 practice exercises
Positioning12m
Positioning14m
Match these sentences regarding Positioning2m
Reviews
4.5
TOP REVIEWS FROM POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY
by PKJul 8, 2017
Quite a nice overview of the basics of positioning, defining value to customers and provides a nice high level view.\n\nOn the negative side: Some of the readings are hard to access on the warc site.
by SNAug 2, 2019
Very valuable information, which gives you clear idea about trends impact and how to start your marketing strategy\n\nExplanation of professor is excellent when it comes to examples, but content wise
by NKDec 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.
by LOFeb 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
by SMAug 24, 2017
a real valuable source of learning positioning and really talented and well educated instructors , my only concern is that Citroen case study that there was no eng subs at all
by DGSep 26, 2017
Very good presentation skills and quality of the informations presented. I would suggest to provide scripts/and presentations to ease the studying process.\n\nBest regards
by JHJan 11, 2020
Great teacher, loved the many examples that were given.\n\nThe only problem I had was with the audio quality when the video was recorded in public.\n\nThank you !
by MMJul 7, 2016
If you want to have a clear map about marketing proccess especially marketing strategy, this MOOC is a must-have course.
by MKSep 24, 2018
it was a great experience and modular course for to under stand market and sell the products in difference environment
by RVOct 18, 2017
This was both highly educational and a great source for practical ideas that I'm already using at work.
by JGJun 19, 2017
Gives a sound and clear knowledge of Positioning and related concepts. Thank you for this platform...
by IIOct 5, 2018
Super informative course. I really loved this course. Thank you professor and thank you IE.
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.
Frequently Asked Questions
When will I have access to the lectures and assignments?
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.
What will I get if I subscribe to this Specialization?
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.
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