Este curso forma parte de Programa especializado: Estrategia de marketing

4.5
estrellas
869 calificaciones

84 %

Ignacio Gafo

29.013 ya inscrito

Ofrecido Por

Programa especializado: Estrategia de marketingIE Business School

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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.

Fechas límite flexibles

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Certificado para compartir

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100 % en línea

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Curso 2 de 5 en

Programa especializado: Estrategia de marketing

Nivel principiante

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Habilidades que obtendrás

Market Segmentation
Marketing Process
Positioning (Marketing)
Value Proposition

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 2 de 5 en

Programa especializado: Estrategia de marketing

Nivel principiante

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,31/5 (86 calificaciones)

Ignacio Gafo

Ofrecido por

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.

Mira cómo los empleados de las mejores empresas dominan las habilidades más demandadas

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Programa - Qué aprenderás en este curso

Calificación del contenido84%(2,473 calificaciones)

Semana

Semana 1

2 horas para completar

Positioning introduction

2 horas para completar

7 videos (Total 25 minutos), 3 lecturas, 2 cuestionarios

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 lecturas

Marketing in the age of fragmentation10m

The Evolution of Marketing30m

Mountain Dew Kickstart comes alive10m

2 ejercicios de práctica

Marketing process and Positioning30m

Semana

Semana 2

3 horas para completar

Segmentation

3 horas para completar

10 videos (Total 41 minutos), 4 lecturas, 3 cuestionarios

10 videos

2.0 What is a segment?1m

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 lecturas

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 ejercicios de práctica

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

Semana

Semana 3

2 horas para completar

Differentiation and Value Proposition

2 horas para completar

9 videos (Total 35 minutos), 4 lecturas, 2 cuestionarios

9 videos

3.0 Why differentiation?2m

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 lecturas

Denny: Fighting commoditization with differentiation10m

Differentiation that matters10m

BigPond – Why Emotional differentiation wins10m

Differentiation or Salience10m

2 ejercicios de práctica

Differentiation & positioning. Please fill out the following sentences:30m

Differentiation & value proposition30m

Semana

Semana 4

4 horas para completar

Positioning

4 horas para completar

12 videos (Total 58 minutos), 8 lecturas, 3 cuestionarios

12 videos

4.0 Introduction to the session1m

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 lecturas

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 ejercicios de práctica

Positioning30m

Match these sentences regarding Positioning30m

Reseñas

4.5

182 reseña

5 stars
64,82 %
4 stars
23,33 %
3 stars
7,58 %
2 stars
1,95 %
1 star
2,29 %

Principales reseñas sobre POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY

por DG26 de sep. de 2017

Very good presentation skills and quality of the informations presented. I would suggest to provide scripts/and presentations to ease the studying process.

Best regards

por NK20 de dic. de 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.

por DR6 de mar. de 2021

Informational course. I liked the first one in this series a bit more. Also, I feel like the quiz questions were "so so" in their clarity. Just my opinion.

por MK24 de sep. de 2018

it was a great experience and modular course for to under stand market and sell the products in difference environment

Ver todas las reseñas

Acerca de Programa especializado: Estrategia de marketing

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.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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Positioning: What you need for a successful Marketing Strategy

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Habilidades que obtendrás