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.
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初級レベル
約8時間で修了
英語
字幕：英語
習得するスキル
Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
受講生の就業成果
50%
コース終了後に新しいキャリアをスタートした
40%
コースが具体的なキャリアアップにつながった
共有できる証明書
修了時に証明書を取得
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。
次における5の2コース
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8時間で修了
英語
字幕：英語
提供：
IEビジネススクール（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.
シラバス - 本コースの学習内容
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.
2時間で修了
7件のビデオ （合計25分）, 3 readings, 2 quizzes
7件のビデオ
Trailer50
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.
2時間で修了
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
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.
2時間で修了
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
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.
3時間で修了
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
レビュー
POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY からの人気レビュー
PKにより2017年7月8日
Quite a nice overview of the basics of positioning, defining value to customers and provides a nice high level view. On the negative side: Some of the readings are hard to access on the warc site.
SNにより2019年8月2日
Very valuable information, which gives you clear idea about trends impact and how to start your marketing strategy Explanation of professor is excellent when it comes to examples, but content wise
NKにより2016年12月20日
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.
Sにより2020年4月19日
I found this course on positioning helpful and it also clears my doubts. I learn some key concepts that are new to me. Overall good course to learn about marketing esp positioning.
マーケティング戦略専門講座について
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.
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