Marketing Mix Implementation Capstone
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.
Monthly Subscription Starting at AED 99 + VAT
- Level Professional
- Duration 20 hours
- Course by IE Business School
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Offered by
About
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.Modules
What does this Capstone project involve?
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1
Videos
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1
Readings
1
Videos
- Welcome to the Marketing Mix Implementation Capstone
1
Readings
- Outline of this Capstone and the evaluation process.
The case study method
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1
Readings
1
Readings
- Note regarding the case study method.
Case Study: Launching the Tesla Model X in the US
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1
Readings
1
Readings
- Launching the Tesla Model X in the US: from word of mouth to mass marketing?
Why is Tesla Unique?
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1
Discussion
1
Discussions
- What makes Tesla so interesting?
Who is Elon Musk?
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1
Discussion
1
Discussions
- Elon Musk, Co-Founder and CEO of Tesla Motors.
Welcome to week 2
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1
Videos
1
Videos
- Brand and Product Decisions for Tesla Motors
Reviewing the fundamentals: Brand and Product Management
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5
Videos
5
Videos
- How to develop and launch new products.
- Defining your brand model.
- The touchpoint concept.
- Idenifying your touchpoints.
- Prioritizing the key touchpoints.
Additional Information relating to Tesla Model S.
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1
Readings
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1
Discussion
1
Discussions
- Elon Musk delivers Model S to first customers.
1
Readings
- Video test drive review of the Tesla Model S P90D.
Current Model S
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1
Assignment
1
Assignment
- Brand and Product Management Practice Quiz regarding the Model S.
Additional Information relating to Tesla Model X.
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2
Readings
2
Readings
- Model X Key Characteristics
- Video driving review of the Model X.
TESLA MODEL X
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1
PeerReview
1
Peer Review
- Week 2 Brand and Product Management
Welcome to week 3
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1
Videos
1
Videos
- Pricing strategies for Tesla Motors
Reviewing the fundamentals: Pricing Strategy
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4
Videos
4
Videos
- Pricing Psychology
- The pain of paying
- Pricing Approaches
- Optimal Price
Additional Information relating to Tesla Model S and Model X
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3
Readings
3
Readings
- Tesla Motors Additional Information Module 3
- Tesla Model S Pricing
- Article regarding Model S and pricing structure
Current Model S
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1
Assignment
1
Assignment
- Pricing Strategy Practice Quiz regarding Model S
TESLA MODEL X
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1
PeerReview
1
Peer Review
- Week 3 Pricing Strategy
Welcome to week 4
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1
Videos
1
Videos
- Channel management and retailing for Tesla Motors
Reviewing the fundamentals: Channel Management and Retailing
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3
Videos
3
Videos
- How to Design a Distribution Channel
- Key Factors in Channel Management
- What are the Different Types of Channel Arrangements?
Additional Information relating to Tesla Model S
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4
Readings
4
Readings
- The Tesla Approach to Distributing and Servicing Cars
- Tesla Reinvents the Car Buying Experience
- Video: The Tesla Store Experience
- Video: Tesla's Elon Musk May Disrupt Dealership Industry
Current Model S
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1
Assignment
1
Assignment
- Channel management and retailing Practice Quiz regarding Model S:
Additional Information relating to Tesla Model X
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2
Readings
2
Readings
- Tesla's European Customers Can Now Design Their Model X Online
- Tesla Supercharger Charging Stations
TESLA MODEL X
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1
PeerReview
1
Peer Review
- Week 4 Channel Management and retailing
Welcome to week 5
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1
Videos
1
Videos
- Integrated marketing communication for Tesla Motors
Reviewing the fundamentals: Integrated Marketing Communications
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5
Videos
5
Videos
- Communications Objectives
- What are the Latest Trends in Digital Marketing?
- Consumer Decision Making Process
- Determining Marketing Communications Budget
- Alternative Marketing
Additional Information relating to Tesla and its marketing campaigns
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2
Readings
2
Readings
- Tesla’s Marketing Strategy: Accelerating the World into Sustainable Transport
- The Brilliant Tesla Advertising Strategy, or Lack Thereof
Current Model S
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1
Assignment
1
Assignment
- Communication Strategy Practice Quiz regarding Model S:
TESLA MODEL X
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1
PeerReview
1
Peer Review
- Week 5 Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
End of the Capstone
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1
Videos
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1
PeerReview
1
Peer Review
- Final Presentation Report
1
Videos
- Congratulations for completing this Capstone!
Auto Summary
The "Marketing Mix Implementation Capstone" is a professional-level course in the Sales & Marketing domain, expertly designed to solidify your understanding of the marketing mix through practical application. Offered by Coursera, this comprehensive capstone project culminates the knowledge gained from four preceding courses, allowing you to engage in a hands-on experience with a real-world product. In this course, you will delve into the intricate process of launching Tesla Motor's Model X automobile, making strategic decisions regarding the four P's of marketing: Product, Price, Place, and Promotion. Through peer-graded exercises and a final presentation, you will demonstrate your ability to craft a compelling marketing strategy. Spanning a total duration of 1200 minutes, the course accommodates learners with flexible subscription options, including Starter and Professional tiers, catering to a wide spectrum of marketing enthusiasts and professionals eager to enhance their expertise. Whether you are an emerging marketer looking to polish your skills or a seasoned professional aiming to stay ahead in the industry, this capstone project provides a rigorous and rewarding opportunity to apply theoretical knowledge to a high-profile case study. Join this vibrant learning journey to master the art of marketing mix implementation with real-world impact.
Ramon Diaz-Bernardo