About this Course

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Learner Career Outcomes

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started a new career after completing these courses

40%

got a tangible career benefit from this course
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.
Beginner Level
Approx. 11 hours to complete
English

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
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 11 hours to complete
English

Instructor

Offered by

Placeholder

IE Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up85%(1,962 ratings)Info
Week
1

Week 1

2 hours to complete

Positioning introduction

2 hours to complete
7 videos (Total 25 min), 3 readings, 2 quizzes
7 videos
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 Positioning30m
Marketing process and Positioning30m
Week
2

Week 2

3 hours to complete

Segmentation

3 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 targeting30m
In the following exercise you will have to identify to which segmentation criteria each sentence is related with30m
Segmentation and targeting 230m
Week
3

Week 3

2 hours to complete

Differentiation and Value Proposition

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:30m
Differentiation & value proposition30m
Week
4

Week 4

4 hours to complete

Positioning

4 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
Positioning30m
Positioning30m
Match these sentences regarding Positioning30m

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About the Marketing Strategy Specialization

Marketing Strategy

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