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The Marketing Plan
  • Level Foundation
  • Duration 17 hours
  • Course by IE Business School
  • Offered by

About

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.

Modules

Introduction to The Marketing Plan.

    • 10 Videos
    • 2 Readings
    • 2 Discussion
    • 1 PeerReview
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1 Peer Review

  • Assignment 1.1: Analysis

2 Discussions

  • Goals and outcomes for the course?
  • Nissan Leaf case vs personal idea.

10 Videos

  • Introduction to The Marketing Plan.
  • The marketing plan: interview with Veronica Santos.
  • The Marketing Plan definition.
  • Objectives and structure of The Marketing Plan.
  • The 4 main parts of a marketing plan.
  • Critical elements of the external analysis.
  • Critical elements of the internal analysis.
  • The SWOT Matrix.
  • The Nissan Leaf case.
  • How to complete assignment 1: analysis.

2 Readings

  • The Nissan Leaf Case
  • Optional - The manager's guide to competitive marketing strategies - Norton, Paley.

Marketing Strategy.

    • 8 Videos
    • 1 Readings
    • 1 Discussion
    • 1 PeerReview
    • 1 ExternalTool
Show info about module content

1 External Tool

  • The Marketing Plan

1 Peer Review

  • Assignment 2.1. Marketing Strategy.

1 Discussions

  • Refelctions after the first assignment.

8 Videos

  • Introduction to marketing strategy.
  • What is marketing strategy?
  • Marketing strategy definition.
  • Financial and non-financial objectives.
  • The customer attraction vs customer retention dilemma.
  • Identifying the best target segment for your product or service.
  • How to identify the best positioning for your product or service?
  • How to complete assignment 2: marketing strategy.

1 Readings

  • Optional - Marketing decision making and the management of pricing successful business tools.

Marketing mix implementation.

    • 13 Videos
    • 1 PeerReview
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1 Peer Review

  • Assignment 3.1

13 Videos

  • Introduction to Marketing Mix Implementation.
  • Marketing mix definition: short-term and tactics vs long-term tactics.
  • Deciding product strategy: the product lifecycle.
  • Deciding product strategy: product levels.
  • Deciding product strategy: branding strategy.
  • An interview with Martin Boehm.
  • Pricing strategy.
  • Distribution channels: interview with Maria Teresa Aranzabal.
  • Distribution channel strategy.
  • Integrated communication strategy: an interview with Eda Sayin.
  • How to build an integrated communication strategy: part 1.
  • How to build an integrated communication strategy: part 2.
  • How to complete assignment 3: marketing mix implementation?

Expected Results.

    • 10 Videos
    • 1 Discussion
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Assignment 4.1

1 Discussions

  • What next?

10 Videos

  • Introduction to expected results.
  • Interview with Luis Rodriguez Baptista.
  • The expected results definition.
  • Metrics for financial objectives.
  • Metrics for non-financial objectives: brand awareness
  • Metrics for non-financial objectives: social media brand.
  • Metrics for strategic objectives.
  • Metrics for customer objectives.
  • The Marketing Plan budget.
  • How to complete assignment 4: expected results?

Auto Summary

Unlock the essentials of creating a Marketing Plan with this comprehensive course in Sales & Marketing. Guided by Ramon Diaz Bernardo, a seasoned professor with over 20 years of experience, you will complete peer-graded assignments to develop a simplified plan for your own product or the Nissan Leaf case study. Covering analysis, strategy, marketing mix, and expected results, this 1020-minute course features expert interviews and interactive discussions. Available on Coursera with Starter, Professional, and Paid subscription options, it's perfect for foundational learners aiming to launch their own business or enhance their marketing skills.

Ramon Diaz-Bernardo
Instructor

Ramon Diaz-Bernardo