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4.5
363件の評価
76件のレビュー

次における5の2コース

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自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

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初級レベル

約11時間で修了

推奨:4 weeks of study, 1-2 hours/week...

英語

字幕:英語

習得するスキル

Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition

次における5の2コース

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

初級レベル

約11時間で修了

推奨:4 weeks of study, 1-2 hours/week...

英語

字幕:英語

シラバス - 本コースの学習内容

1
2時間で修了

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....
7件のビデオ (合計25分), 3 readings, 2 quizzes
7件のビデオ
1.0 Why positioning?3 分
1.1 Where should we start?5 分
1.2 Positioning as a key element in the marketing process4 分
1.3 Market environment analysis: Context and Customers4 分
1.4 Market environment analysis: Collaborators, Competitors and Company2 分
1.5 What do we get from a proper positioning?3 分
3件の学習用教材
Marketing in the age of fragmentation10 分
The Evolution of Marketing30 分
Mountain Dew Kickstart comes alive10 分
2の練習問題
Marketing process and Positioning10 分
Marketing process and Positioning14 分
2
2時間で修了

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....
10件のビデオ (合計41分), 4 readings, 3 quizzes
10件のビデオ
2.1 Mass market, market segments, niche markets and individuals1 分
2.2 Segmentation levels4 分
2.3 Why should we segment?2 分
2.4 Reasons to segment3 分
2.5 Segmentation criteria: geographic and demographic3 分
2.6 Segmentation criteria: psychographic and behavioral5 分
2.7 How to come up with an effective segmentation?3 分
2.8 Segmentation models4 分
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9 分
4件の学習用教材
The art and science of consumer segmentation10 分
Personalised targeting: Don’t get personal get social10 分
Holistic segmentation10 分
Why Unilever believes “consumers are dead”10 分
3の練習問題
Segmentation and targeting12 分
In the following exercise you will have to identify to which segmentation criteria each sentence is related with14 分
Segmentation and targeting 26 分
3
2時間で修了

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....
9件のビデオ (合計35分), 4 readings, 2 quizzes
9件のビデオ
3.1 What is differentiation and value proposition?2 分
3.2 Positioning in real life: Exercise3 分
3.3 Frame of reference, points of parity and points of difference5 分
3.4 How to come up with the points of difference?4 分
3.5 The three circles model (Urbany & Davis)4 分
3.6 Differentiation strategies4 分
3.7 Session 3 Summary1 分
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5 分
4件の学習用教材
Denny: Fighting commoditization with differentiation10 分
Differentiation that matters10 分
BigPond – Why Emotional differentiation wins10 分
Differentiation or Salience10 分
2の練習問題
Differentiation & positioning. Please fill out the following sentences:8 分
Differentiation & value proposition12 分
4
3時間で修了

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....
12件のビデオ (合計58分), 8 readings, 3 quizzes
12件のビデオ
4.1 What is positioning?3 分
4.2 Positioning examples at Citroën10 分
4.3 Positioning Statement3 分
4.4 How to define the Commercial Plan based on the positioning?5 分
4.5 How to come up with the value proposition? Positioning maps4 分
4.6 Spider Web Perceptual Maps3 分
4.7 Alternative Positioning Strategies6 分
4.8 Key trends impacting Positioning (1/2)7 分
4.9 Key trends impacting Positioning (2/2)7 分
4.10 Course wrap up4 分
Ready to continue on this journey?50
8件の学習用教材
Chobani Plain Inspiring10 分
Dennys reinvents the American dinner10 分
Positioning Maps Multimedia10 分
Vodafone Egypt: How to make the small seems big10 分
Consumers in 2016: Generation swipe10 分
Can big data and analysis replace intuition?10 分
Innovation beyond blue oceans10 分
Super personalize me! When technological advance meets consumer power10 分
3の練習問題
Positioning12 分
Positioning14 分
Match these sentences regarding Positioning2 分
4.5
76件のレビューChevron Right

50%

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40%

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人気のレビュー

by NMDec 21st 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 8th 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

講師

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Ignacio Gafo

Professor
Marketing

IEビジネススクール(IE Business School)について

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....

マーケティング戦略の専門講座について

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....
マーケティング戦略

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