本課程是营销战略專項課程專項課程的一部分

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409 個評分

Ramon Diaz-Bernardo

29,602 人已註冊

提供方

营销战略專項課程IE商学院

課程信息

25,886 次近期查看

Create your own Marketing Plan for your  own product or service idea.  In this course you will learn how to produce arguably the most important marketing tool for any business.  Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan.  You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example.
Ramon Diaz Bernardo - a professor with over 20 years experience - will guide you through the four most important stages of The Marketing Plan: analysis, marketing strategy; the marketing mix and expected results.  On this journey, he will conduct interviews with leading experts from international companies in marketing as well as invite students to join him for explanations and discussions.

This excellent and unique course allows you not only to learn the essential parts of The Marketing Plan but also map out the future of your own business and take the first steps on the path to launching your own product.

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可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

第 4 門課程（共 5 門）

营销战略專項課程

完成時間大約為16 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

您將獲得的技能

Marketing Plan
Market Analysis
Planning
Marketing Strategy

可靈活調整截止日期

根據您的日程表重置截止日期。

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

第 4 門課程（共 5 門）

营销战略專項課程

完成時間大約為16 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

授課教師

授課教師評分

4.65/5 （67 個評分）

Ramon Diaz-Bernardo

提供方

IE商学院

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.

了解頂級公司的員工如何掌握熱門技能

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授課大綱 - 您將從這門課程中學到什麼

內容評分94%（1,715 個評分）

週

週 1

完成時間為 5 小時

Analysis

Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments.

完成時間為 5 小時

10 個視頻（總計 53 分鐘）, 2 個閱讀材料, 1 個測驗

10 個視頻

Introduction to The Marketing Plan.3分鐘

The marketing plan: interview with Veronica Santos.6分鐘

The Marketing Plan definition.5分鐘

Objectives and structure of The Marketing Plan.6分鐘

The 4 main parts of a marketing plan.5分鐘

Critical elements of the external analysis.5分鐘

Critical elements of the internal analysis.4分鐘

The SWOT Matrix.6分鐘

The Nissan Leaf case.5分鐘

How to complete assignment 1: analysis.3分鐘

2 個閱讀材料

The Nissan Leaf Case1小時

The manager's guide to competitive marketing strategies - Norton, Paley.1 小時 30 分

週

週 2

完成時間為 5 小時

Marketing Strategy

完成時間為 5 小時

8 個視頻（總計 55 分鐘）, 2 個閱讀材料, 1 個測驗

8 個視頻

Introduction to marketing strategy.2分鐘

What is marketing strategy?5分鐘

Marketing strategy definition.10分鐘

Financial and non-financial objectives.4分鐘

The customer attraction vs customer retention dilemma.7分鐘

Identifying the best target segment for your product or service.9分鐘

How to identify the best positioning for your product or service?9分鐘

How to complete assignment 2: marketing strategy.4分鐘

2 個閱讀材料

The Marketing Plan - Multimedia45分鐘

Marketing decision making and the management of pricing successful business tools.1 小時 30 分

週

週 3

完成時間為 3 小時

Marketing Mix Implementation

Welcome to the third part of The Marketing Plan - the marketing mix implementation. This is the action phase. Here, you will use the lessons learned in modules one and two to decide where you are going to invest your time and money, in regards to marketing. You will become familiar with the 4 P's of marketing and also learn how to effectively price your product or service. Finally, you will begin to understand which channel or combination of channels are best suited to marketing your brand.

完成時間為 3 小時

13 個視頻（總計 75 分鐘）

13 個視頻

Introduction to Marketing Mix Implementation.1分鐘

Marketing mix definition: short-term and tactics vs long-term tactics.7分鐘

Deciding product strategy: the product lifecycle.4分鐘

Deciding product strategy: product levels.5分鐘

Deciding product strategy: branding strategy.5分鐘

An interview with Martin Boehm.4分鐘

Pricing strategy.8分鐘

Distribution channels: interview with Maria Teresa Aranzabal.6分鐘

Distribution channel strategy.7分鐘

Integrated communication strategy: an interview with Eda Sayin.7分鐘

How to build an integrated communication strategy: part 1.6分鐘

How to build an integrated communication strategy: part 2.5分鐘

How to complete assignment 3: marketing mix implementation?4分鐘

週

週 4

完成時間為 3 小時

Expected results

Welcome to the final part of The Marketing Plan course - the expected results. Here, you will use metrics to make realistic estimates to how successful your marketing plan has been. This is document that will be used to test whether or not your marketing plan has been successful in the future. You will, most importantly, learn how to produce a profit and loss account, which will predict, and ultimately judge, the financial success of your marketing strategy and implementation.

完成時間為 3 小時

10 個視頻（總計 58 分鐘）

10 個視頻

Introduction to expected results.2分鐘

Interview with Luis Rodriguez Baptista.9分鐘

The expected results definition.3分鐘

Metrics for financial objectives.7分鐘

Metrics for non-financial objectives: brand awareness5分鐘

Metrics for non-financial objectives: social media brand.4分鐘

Metrics for strategic objectives.6分鐘

Metrics for customer objectives.6分鐘

The Marketing Plan budget.8分鐘

How to complete assignment 4: expected results?3分鐘

審閱

4.6

77 條評論

5 stars
75.36%
4 stars
18.04%
3 stars
2.92%
2 stars
1.70%
1 star
1.95%

來自THE MARKETING PLAN的熱門評論

由 RK 提供2019年12月26日

Really I just wanted to let you know that the course is very very high quality and the instructor is more than perfect

由 AA 提供2020年5月31日

Great course to learn. Simple and easy to understand and apply

由 VS 提供2021年9月22日

The content and the instructor and the course is very clear and mind mapped very well.

由 BP 提供2021年4月30日

The way this course is designed and professors articulate subject, it is just awesome.

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關於营销战略專項課程

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.

常見問題

我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
有助学金吗？
是的。如果您负担不起学习计划的注册费，则可以在选择学习计划时申请助学金或奖学金。如果您选择的学习计划提供助学金或奖学金，则您将在描述页面上看到一个申请链接。

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The Marketing Plan

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