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Marketing Mix Fundamentals
  • Level Foundation
  • المدة 9 ساعات hours
  • الطبع بواسطة IE Business School
  • Offered by

عن

Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, Place and Promotion), this course forces you to strategically analyze your product and/or service. The Product session is designed to provide you with the knowledge to understand and manage the strategic role of brands and products in generating business results, whilst the focus on Pricing will cover the main concepts and techniques to formulate prices. Compliment this with skills from the “P” session Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service. Finally, through the Promotional activities (Communication) session, explore the different communication channels available and understand the importance of the media plan, dealing specifically with social media and omni-channel strategy. IE Professors Maria Teresa Aranzabal and Fernando Cortiñas will guide you through this incredibly important stage of marketing strategy using expert interviews with industry professionals. After this course you will be ready to decide where and how you want to market your product.

الوحدات

Product and Brand Importance

    • 6 Videos
    • 1 Readings
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6 Videos

  • Course Trailer
  • Marketing Warfare: Intro to the Course
  • What is a Product? Product Definition and Product Levels
  • Product & Service Decisions
  • What is a Brand?
  • The Product Life Cycle

1 Readings

  • Product Life Cycle Stages

Product Strategies

    • 4 Videos
    • 5 Readings
    • 1 Assignment
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1 Assignment

  • Graded Quiz

4 Videos

  • Planned Obselescence
  • Product Strategy Matrices: BCG Matrix
  • Product Strategy Matrixes: McKinsey/General Electric Matrix
  • Product Strategy Matrices: Ansoff Matrix

5 Readings

  • Planned Obsolescence
  • Here's the Truth about the Planned Obsolescence of Tech
  • BCG Classics Revisited: The Growth Share Matrix
  • Enduring Ideas: The GE-McKinsey Nine-Box Matrix
  • Product Policy: 6 Essential Components of a Sound Product Policy

Price and Price Definition

    • 4 Videos
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4 Videos

  • What is Price?
  • The Emergence of Internet Pricing
  • Internal Factors Affecting Price Definition
  • External Factors Affecting Price Definition

Pricing Approaches

    • 2 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Graded Quiz

2 Videos

  • General Pricing Approaches 1: Cost-Based
  • General Pricing Approaches 2: Value-Based

2 Readings

  • Methods to Price Your Product
  • Pay-per-laugh: Customers charged exactly for what they "consume"

The Importance of, Design and Management of Distribution Channels

    • 3 Videos
    • 1 Readings
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3 Videos

  • Why are Marketing Channels so Important?
  • Key Factors in Designing a Distribution Channel
  • How to Manage Channels and Resolve Conflict

1 Readings

  • Strategic Channel Design

The Evolution of Trade Marketing

    • 3 Videos
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3 Videos

  • The Nature of Trade Marketing
  • How is Trade Marketing Evolving?
  • Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)

Retail Strategies, Trends, and Future Prospects

    • 4 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Graded Quiz

4 Videos

  • Important Developments in Retailing
  • Retail Strategy and Multichannel Retailing
  • Global Growth Opportunities and Entry Strategies
  • The Emergence of Online Retail Channels

2 Readings

  • Three Rules for Buiding the Modern Retail Organization
  • Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content

The Development of a Marketing Communications Strategy

    • 7 Videos
    • 3 Readings
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7 Videos

  • The Role of Marketing Communications
  • Developing Effective Communications
  • Establishing the Marketing Communications Budget
  • Deciding on the Marketing Communication Mix
  • Managing the Integrated Marketing Communications Process
  • Expert Interview: José María Rull, President and CEO of DDB Spain
  • Managing Media and Evaluating Effectiveness

3 Readings

  • Recommended Reading: Designing and Managing Marketing Communications
  • How Advertising Works: What Do We Really Know?
  • Managing Brands for the Long Run

Implementing Your Marketing Communications Strategy

    • 6 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Graded Quiz

6 Videos

  • Developing an Advertising Program
  • Sales Promotion, PR, Events and Experiences
  • Direct and Interactive Marketing
  • Developing the Sales Force
  • Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital
  • Trailer: The Marketing Plan

2 Readings

  • A Strategic Perspective on Sales Promotions
  • Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications

Auto Summary

Marketing Mix Fundamentals is a Coursera course focusing on the core aspects of bringing a product to market. Taught by IE Professors Maria Teresa Aranzabal and Fernando Cortiñas, it covers the four P’s of Marketing: Product, Pricing, Place, and Promotion. This foundational course, lasting 540 minutes, includes expert interviews and strategic analysis, making it ideal for those in Sales & Marketing. Subscription options include Starter and Professional plans. Perfect for beginners aiming to master marketing strategy.

Maria Teresa Aranzabal
Instructors

Maria Teresa Aranzabal

Fernando Cortiñas
Instructors

Fernando Cortiñas