About this Specialization

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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.
Learner Career Outcomes
80%
Started a new career after completing this specialization.
25%
Got a pay increase or promotion.
Shareable Certificate
Earn a Certificate upon completion
100% online courses
Start instantly and learn at your own schedule.
Flexible Schedule
Set and maintain flexible deadlines.
Beginner Level
Approx. 6 months to complete
Suggested 3 hours/week
English
Subtitles: English
Learner Career Outcomes
80%
Started a new career after completing this specialization.
25%
Got a pay increase or promotion.
Shareable Certificate
Earn a Certificate upon completion
100% online courses
Start instantly and learn at your own schedule.
Flexible Schedule
Set and maintain flexible deadlines.
Beginner Level
Approx. 6 months to complete
Suggested 3 hours/week
English
Subtitles: English

There are 5 Courses in this Specialization

Course1

Course 1

Market Research and Consumer Behavior

4.4
stars
2,594 ratings
603 reviews
Course2

Course 2

Positioning: What you need for a successful Marketing Strategy

4.4
stars
619 ratings
136 reviews
Course3

Course 3

Marketing Mix Fundamentals

4.5
stars
493 ratings
71 reviews
Course4

Course 4

The Marketing Plan

4.6
stars
271 ratings
50 reviews

Offered by

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IE Business School

Frequently Asked Questions

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  • Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate, or you can audit it to view the course materials for free. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.

  • Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

  • 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. If you only want to read and view the course content, you can audit the course for free. If you cannot afford the fee, you can apply for financial aid.

  • This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.

  • This Specialization doesn't carry university credit, but some universities may choose to accept Specialization Certificates for credit. Check with your institution to learn more.

  • This specialization contains five courses with each course taking four weeks to complete.

  • No previous experience is necessary to successfully complete this specialization.

  • It is highly recommended, however not essential, that you take the courses in the order specified.

  • Upon completing this specialization you will be able to successfully develop a marketing strategy for a business, product or service!

    More specifically, you will better understand your consumers and the main market research techniques. You will know how to segment, target and position your product, and the four Ps of marketing will give you the power to develop a coherent marketing strategy in a marketing plan.

More questions? Visit the Learner Help Center.