Marketing Strategy

Develop Your Marketing Strategy

Learn the fundamentals of market research, positioning, the marketing mix and campaign planning.

About This 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.

Created by:

5 courses

Follow the suggested order or choose your own.

Projects

Designed to help you practice and apply the skills you learn.

Certificates

Highlight your new skills on your resume or LinkedIn.

Courses

Beginner Specialization.: No prior experience required.

COURSE 1
Market Research and Consumer Behavior
Upcoming session: Oct 23
Commitment
4 weeks of study, 1-2 hours/week
Subtitles
English, Spanish
About the Course
Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for an overall successful marketing strategy. It is separated into two sections: Market Research and Consumer Behavior. Gain the tools and te
You can choose to take this course only. Learn more.
COURSE 2
Positioning: What you need for a successful Marketing Strategy
Current session: Oct 16
Commitment
4 weeks of study, 1-2 hours/week
Subtitles
English
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
You can choose to take this course only. Learn more.
COURSE 3
Marketing Mix Fundamentals
Current session: Oct 16
Subtitles
English
About the Course
Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, P
You can choose to take this course only. Learn more.
COURSE 4
The Marketing Plan
Upcoming session: Oct 23
Commitment
4 weeks of study, 4-7 hours/week
Subtitles
English
About the Course
Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you
You can choose to take this course only. Learn more.
COURSE 5
Marketing Strategy Capstone Project
Upcoming session: Dec 11
Subtitles
English
About the Capstone Project
The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marke
You can choose to take this course only. Learn more.

Creators

IE Business School - a global leader
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.