本課程是营销战略專項課程專項課程的一部分

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871 個評分

Ignacio Gafo

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营销战略專項課程IE商学院

課程信息

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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.

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第 2 門課程（共 5 門）

营销战略專項課程

初級

完成時間大約為11 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

Market Segmentation
Marketing Process
Positioning (Marketing)
Value Proposition

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 2 門課程（共 5 門）

营销战略專項課程

初級

完成時間大約為11 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

4.31/5 （88 個評分）

Ignacio Gafo

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.

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內容評分84%（2,474 個評分）

週

週 1

完成時間為 2 小時

Positioning introduction

完成時間為 2 小時

7 個視頻（總計 25 分鐘）, 3 個閱讀材料, 2 個測驗

7 個視頻

Trailer50

1.0 Why positioning?3分鐘

1.1 Where should we start?5分鐘

1.2 Positioning as a key element in the marketing process4分鐘

1.3 Market environment analysis: Context and Customers4分鐘

1.4 Market environment analysis: Collaborators, Competitors and Company2分鐘

1.5 What do we get from a proper positioning?3分鐘

3 個閱讀材料

Marketing in the age of fragmentation10分鐘

The Evolution of Marketing30分鐘

Mountain Dew Kickstart comes alive10分鐘

2 個練習

Marketing process and Positioning30分鐘

週

週 2

完成時間為 3 小時

Segmentation

完成時間為 3 小時

10 個視頻（總計 41 分鐘）, 4 個閱讀材料, 3 個測驗

10 個視頻

2.0 What is a segment?1分鐘

2.1 Mass market, market segments, niche markets and individuals1分鐘

2.2 Segmentation levels4分鐘

2.3 Why should we segment?2分鐘

2.4 Reasons to segment3分鐘

2.5 Segmentation criteria: geographic and demographic3分鐘

2.6 Segmentation criteria: psychographic and behavioral5分鐘

2.7 How to come up with an effective segmentation?3分鐘

2.8 Segmentation models4分鐘

2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9分鐘

4 個閱讀材料

The art and science of consumer segmentation10分鐘

Personalised targeting: Don’t get personal get social10分鐘

Holistic segmentation10分鐘

Why Unilever believes “consumers are dead”10分鐘

3 個練習

Segmentation and targeting30分鐘

In the following exercise you will have to identify to which segmentation criteria each sentence is related with30分鐘

Segmentation and targeting 230分鐘

週

週 3

完成時間為 2 小時

Differentiation and Value Proposition

完成時間為 2 小時

9 個視頻（總計 35 分鐘）, 4 個閱讀材料, 2 個測驗

9 個視頻

3.0 Why differentiation?2分鐘

3.1 What is differentiation and value proposition?2分鐘

3.2 Positioning in real life: Exercise3分鐘

3.3 Frame of reference, points of parity and points of difference5分鐘

3.4 How to come up with the points of difference?4分鐘

3.5 The three circles model (Urbany & Davis)4分鐘

3.6 Differentiation strategies4分鐘

3.7 Session 3 Summary1分鐘

3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5分鐘

4 個閱讀材料

Denny: Fighting commoditization with differentiation10分鐘

Differentiation that matters10分鐘

BigPond – Why Emotional differentiation wins10分鐘

Differentiation or Salience10分鐘

2 個練習

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

Differentiation & value proposition30分鐘

週

週 4

完成時間為 4 小時

Positioning

完成時間為 4 小時

12 個視頻（總計 58 分鐘）, 8 個閱讀材料, 3 個測驗

12 個視頻

4.0 Introduction to the session1分鐘

4.1 What is positioning?3分鐘

4.2 Positioning examples at Citroën10分鐘

4.3 Positioning Statement3分鐘

4.4 How to define the Commercial Plan based on the positioning?5分鐘

4.5 How to come up with the value proposition? Positioning maps4分鐘

4.6 Spider Web Perceptual Maps3分鐘

4.7 Alternative Positioning Strategies6分鐘

4.8 Key trends impacting Positioning (1/2)7分鐘

4.9 Key trends impacting Positioning (2/2)7分鐘

4.10 Course wrap up4分鐘

Ready to continue on this journey?50

8 個閱讀材料

Chobani Plain Inspiring10分鐘

Dennys reinvents the American dinner10分鐘

Positioning Maps Multimedia10分鐘

Vodafone Egypt: How to make the small seems big10分鐘

Consumers in 2016: Generation swipe10分鐘

Can big data and analysis replace intuition?10分鐘

Innovation beyond blue oceans10分鐘

Super personalize me! When technological advance meets consumer power10分鐘

3 個練習

Positioning30分鐘

Match these sentences regarding Positioning30分鐘

審閱

4.5

182 條評論

5 stars
64.75%
4 stars
23.42%
3 stars
7.57%
2 stars
1.95%
1 star
2.29%

來自POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY的熱門評論

由 SM 提供2017年8月24日

a real valuable source of learning positioning and really talented and well educated instructors , my only concern is that Citroen case study that there was no eng subs at all

由 KR 提供2020年6月2日

It was a great refresher to my Marketing Management classes in MBA. Thanks to IE for putting up this great stuff here!

由 PK 提供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.

由 PR 提供2020年5月30日

Very nicely done. Learned a lot about positioning. It gave me new insights to be tried in my startup.

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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.

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Positioning: What you need for a successful Marketing Strategy

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