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Marketing Strategy Capstone Project
  • Level Foundation
  • المدة 30 ساعات hours
  • الطبع بواسطة IE Business School
  • Offered by

عن

The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts. After reviewing the material learned you will be asked to analyse the case study: ¨Hotel Ipsum: A Marketing and Commercial Strategy to Survive.¨ Now it’s time to put what you’ve learned to the test! Hotel Ipsum’s General Manager, Rafael Escobedo, is faced with a dilemma: Despite his hotel doing fairly well in terms of sales and profitability, Rafael’s Board of Directors are not satisfied and are demanding an improvement in results. Now it’s up to you to create Rafael’s Marketing Strategy. The outcome could mean one of two things: praise from his Board of Directors…or unemployment! Along with the Capstone are discussion forums, quizzes and peer reviews to aid you in your understanding of the theory given throughout this Specialization. Share your thoughts, ideas and debate with other like-minded learners from all over the globe with the same interest in expanding their marketing knowledge.

الوحدات

What does the Capstone Project involve?

    • 1 Videos
    • 1 Readings
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1 Videos

  • Welcome to the Marketing Strategy Capstone

1 Readings

  • Outline of the Capstone project and evaluation process.

The Case Study Method

    • 1 Readings
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1 Readings

  • Note regarding the case study method.

Case Study: Hotel Ipsum: A Marketing and Commercial Strategy to Survive.

    • 1 Readings
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1 Readings

  • Hotel Ipsum: a marketing and commercial strategy to survive.

Some extra information about Colombia and the hotel industry.

    • 1 Readings
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1 Readings

  • Let's get to know Colombia better!

Welcome to week 2!

    • 1 Videos
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1 Videos

  • Let´s talk about Market Analysis for Hotel Ipsum

Review of Market Research and Consumer Behavior

    • 4 Videos
    • 1 Assignment
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1 Assignment

  • Review of Market Research and Consumer Behavior.

4 Videos

  • Why is consumer behavior important in the marketing process framework?
  • Evaluation of alternatives, purchase and post-purchase evaluation.
  • Buying situation comparisons and buygrid framework.
  • The steps to conducting marketing research.

Let's discuss!

    • 1 Readings
    • 3 Discussion
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3 Discussions

  • How do the current market trends affect Hotel Ipsum's probabilities of reaching its goals?
  • How will consumer behavior in the market at hand affect Rafael's rationale when developing a marketing plan?
  • Does the competitive environment in the market provide a good opportunity for Hotel Ipsum's economic improvement?

1 Readings

  • Important information regarding Hotel Ipsum.

Now let´s practice! Making a market analysis for Hotel Ipsum.

    • 1 PeerReview
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1 Peer Review

  • Advising Rafael Escobedo on an effective market analysis.

Welcome to week 3!

    • 1 Videos
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1 Videos

  • Let´s talk about the Marketing Strategy for Hotel Ipsum

Review of Positioning: what you need for a successful marketing strategy.

    • 6 Videos
    • 1 Assignment
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1 Assignment

  • Marketing strategy quiz.

6 Videos

  • Marketing strategy definition.
  • Segmentation levels.
  • Segmentation models.
  • What is differentiation and value proposition?
  • What is positioning?
  • Positioning statement.

Let´s discuss!

    • 2 Readings
    • 3 Discussion
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3 Discussions

  • New customer attraction or customer retention?
  • Target segment and positioning to attract new customers.
  • Target segment and positioning to retain customers.

2 Readings

  • Aspects to consider
  • Important information regarding Hotel Ipsum

Now let´s practice! Making decisions on the marketing strategy for Hotel Ipsum.

    • 1 PeerReview
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1 Peer Review

  • Advising Rafael Escobedo on a successful marketing strategy.

Welcome to week 4!

    • 1 Videos
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1 Videos

  • Let´s talk about the Marketing Mix for Hotel Ipsum

Review of Marketing Mix Fundamentals.

    • 6 Videos
    • 1 Assignment
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1 Assignment

  • Marketing mix quiz.

6 Videos

  • The Product Life Cycle.
  • External factors affecting price definition.
  • Internal factors affecting price definition.
  • Key factors in designing a distribution channel.
  • Deciding on the marketing communications mix.
  • Direct and interactive marketing.

Let's Discuss!

    • 4 Discussion
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4 Discussions

  • What should the marketing budget be to achieve the sales and profit objectives defined by the owners?
  • What should be the product and pricing strategy for Hotel Ipsum's new marketing plan?
  • What changes do you think are needed in the distribution channel strategy of Hotel Ipsum?
  • What communication tools could be more effective considering the marketing strategy objectives of Hotel Ipsum?

Now let's practice! Making decisions on the marketing mix for Hotel Ipsum.

    • 1 PeerReview
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1 Peer Review

  • Advising Rafael Escobedo on a successful Marketing Mix.

Welcome to week 5!

    • 1 Videos
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1 Videos

  • Let´s talk about the Expected Results for Hotel Ipsum

Review of The Marketing Plan

    • 5 Videos
    • 1 Assignment
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1 Assignment

  • Review of The Marketing Plan.

5 Videos

  • Critical elements of the internal analysis.
  • Critical elements of the external analysis.
  • The SWOT Matrix.
  • The customer attraction vs customer retention dilemma.
  • Marketing mix definition: short-term tactics vs long-term tactics.

Let's Discuss!

    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Is it possible to reach the expected return on investment of 6%?

1 Readings

  • Important information regarding Hotel Ipsum

Now let´s practice! Making decisions on the Marketing Strategy for Hotel Ipsum

    • 1 PeerReview
Show info about module content

1 Peer Review

  • Presenting the Expected Results

End of the Capstone

    • 1 Videos
    • 1 PeerReview
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1 Peer Review

  • HOTEL IPSUM´S MARKETING STRATEGY

1 Videos

  • Congratulations for completing this Capstone!

Auto Summary

The "Marketing Strategy Capstone Project" offers an immersive experience in the field of Sales & Marketing, ideal for foundational learners looking to apply their theoretical knowledge in a practical setting. Guided by Coursera, this course spans 1800 minutes, focusing on key components of Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation, and Expected Results. Participants will engage in an in-depth case study, "Hotel Ipsum: A Marketing and Commercial Strategy to Survive." This scenario challenges you to devise a compelling marketing strategy for Hotel Ipsum, addressing real-world business dilemmas faced by its General Manager, Rafael Escobedo. Your strategic decisions could lead to either commendation from the Board of Directors or a critical turning point for Rafael’s career. The course is enriched with discussion forums, quizzes, and peer reviews, offering a collaborative learning environment. This interactive approach allows you to connect with fellow marketing enthusiasts globally, fostering a deeper understanding through shared insights and debates. Subscription options include a Starter plan, making the course accessible to a broad audience. Whether you are a beginner aiming to build a solid foundation in marketing or a professional eager to refine your strategic skills, this capstone project provides a comprehensive platform to enhance your expertise and practical application in marketing strategy.

Ramon Diaz-Bernardo
Instructor

Ramon Diaz-Bernardo