In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
12,368 登録済み
専門講座のしくみ
コースを受講しましょう。
Coursera（コーセラ）の専門講座は、一連のコース群であり、技術を身に付ける手助けとなります。開始するには、専門講座に直接登録するか、コースを確認して受講したいコースを選択してください。専門講座の一部であるコースにサブスクライブすると、自動的にすべての専門講座にサブスクライブされます。1つのコースを修了するだけでも結構です。いつでも、学習を一時停止したり、サブスクリプションを終了することができます。コースの登録状況や進捗を追跡するには、受講生のダッシュボードにアクセスしてください。
実践型プロジェクト
すべての専門講座には、実践型プロジェクトが含まれています。専門講座を完了して修了証を獲得するには、成功裏にプロジェクトを終了させる必要があります。専門講座に実践型プロジェクトに関する別のコースが含まれている場合、専門講座を開始するには、それら他のコースをそれぞれ終了させる必要があります。
修了証を取得
すべてのコースを終了し、実践型プロジェクトを完了すると、修了証を獲得します。この修了証は、今後採用企業やあなたの職業ネットワークと共有できます。
この専門講座には5コースあります。
コース1
Brand and Product Management
4.6
950件の評価
Identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life - both externally towards consumers and internally to employees. You will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology.
Luis Rodriguez Baptista - a professor at IE University and Marekting Consultant - will guide you through six modules that look at first understanding the challenge of managing products through their 'life-cycle' and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumer and industry professionals, which help illustrate the importance of brand strategy.
Brand and product management is a unique course which enables you to first understand the importance of brand and product management and then use brand development, architecture and portfolios, in order to achieve success.
コース2
Pricing Strategy
4.6
508件の評価
Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn.
After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life.
Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can manipulate customers in order to drive the highest possible price for your product.
コース3
Channel Management and Retailing
4.3
361件の評価
Understand how channel management and retailing can improve performance in your business. Nowadays, a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management.
In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management Profesor Maria Teresa Aranzabal guides you through: The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others; and the retail focus: how a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness.
In this course you will learn how to stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process. We use interviews with industry experts and give real-life examples of how to ensure your business makes the most of this vital area of marketing.
コース4
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
4.7
536件の評価
Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs.
Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers.
IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.
コース5
Marketing Mix Implementation Capstone
4.6
40件の評価
After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
Your analysis will focus on Tesla Motor's and the launch of their Model X automobile. After making decisions regarding each of the four P's in peer graded exercises, you will prepare a final presentation for the launch of the car.
講師
Ramon Diaz-Bernardo
Associate ProfessorMarketing
Martin Boehm
Professor of MarketingDean of IE Business School
Eda Sayin
ProfessorMarketing
Luis Rodriguez Baptista
ProfessorMarketing
Maria Teresa Aranzabal
ProfessorMarketing
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.
よくある質問
返金ポリシーについて教えてください。
1つのコースだけに登録することは可能ですか？
はい。まず始めに興味のあるコースカードをクリックして登録します。コースに登録して修了することによって、共有できる修了証を取得するか、無料でコースを聴講してコースの教材を確認することができます。専門講座の一部であるコースにサブスクライブすると、専門講座全体に自動的にサブスクライブされます。進捗を追跡するには、受講生のダッシュボードにアクセスしてください。
学資援助はありますか？
無料でコースを受講できますか？
このコースは100%オンラインで提供されますか？実際に出席する必要のあるクラスはありますか？
このコースは完全にオンラインで提供されているため、実際に教室に出席する必要はありません。Webまたはモバイル機器からいつでもどこからでも講義、学習用教材、課題にアクセスできます。
専門講座を修了することで大学の単位は付与されますか？
この専門講座では大学の単位は付与されませんが、一部の大学では専門講座修了証を単位として承認する場合があります。詳細については、大学にお問い合わせください。
専門講座を修了するのにどのくらいの期間かかりますか？
The time taken to complete this specialization will depend on the dedication and performance of the learner. It is however estimated that some 10 to 12 hours of student dedication is required to complete each of the courses.
What background knowledge is necessary?
No background knowledge is required to take and successfully complete this specialization.
Do I need to take the courses in a specific order?
The courses can be taken in any order, however we recommend that they are followed in the sequence that is indicated.
さらに質問がある場合は、受講者向けヘルプセンターにアクセスしてください。
コーセラは、世界トップクラスの教育を世界中に配信しています。
最高峰の大学や組織とのパートナーシップに基づくオンラインコースが提供されています。
© 2019 Coursera (株)すべての権利予約します。
