This course is part of the Marketing Strategy Specialization

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Maria Teresa Aranzabal +1 more instructor

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Marketing Strategy SpecializationIE Business School

About this Course

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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.

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Shareable Certificate

Earn a Certificate upon completion

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Course 3 of 5 in the

Marketing Strategy Specialization

Beginner Level

Approx. 9 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 3 of 5 in the

Marketing Strategy Specialization

Beginner Level

Approx. 9 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructors

Instructor rating

4.45/5 (112 Ratings)

Maria Teresa Aranzabal

Fernando Cortiñas

Offered by

IE Business School

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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Syllabus - What you will learn from this course

Content Rating92%(1,897 ratings)

Week

Week 1

2 hours to complete

Product and Product Policy

At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.

2 hours to complete

10 videos (Total 59 min), 6 readings, 1 quiz

10 videos

Course Trailer51s

Marketing Warfare: Intro to the Course5m

What is a Product? Product Definition and Product Levels8m

Product & Service Decisions4m

What is a Brand?7m

The Product Life Cycle6m

Planned Obselescence6m

Product Strategy Matrices: BCG Matrix7m

Product Strategy Matrixes: McKinsey/General Electric Matrix7m

Product Strategy Matrices: Ansoff Matrix5m

6 readings

Product Life Cycle Stages10m

Planned Obsolescence10m

Here's the Truth about the Planned Obsolescence of Tech10m

BCG Classics Revisited: The Growth Share Matrix10m

Enduring Ideas: The GE-McKinsey Nine-Box Matrix10m

Product Policy: 6 Essential Components of a Sound Product Policy10m

1 practice exercise

Graded Quiz30m

Week

Week 2

2 hours to complete

Price and Pricing Policy

At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.

2 hours to complete

6 videos (Total 48 min), 2 readings, 1 quiz

Week

Week 3

2 hours to complete

Channel Management and Retailing

At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.

2 hours to complete

10 videos (Total 66 min), 3 readings, 1 quiz

10 videos

Why are Marketing Channels so Important?5m

Key Factors in Designing a Distribution Channel6m

How to Manage Channels and Resolve Conflict5m

The Nature of Trade Marketing4m

How is Trade Marketing Evolving?5m

Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13m

Important Developments in Retailing6m

Retail Strategy and Multichannel Retailing5m

Global Growth Opportunities and Entry Strategies6m

The Emergence of Online Retail Channels6m

3 readings

Strategic Channel Design10m

Three Rules for Buiding the Modern Retail Organization10m

Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10m

1 practice exercise

Graded Quiz30m

Week

Week 4

3 hours to complete

Marketing Communications

At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.

3 hours to complete

13 videos (Total 111 min), 5 readings, 1 quiz

13 videos

The Role of Marketing Communications7m

Developing Effective Communications9m

Establishing the Marketing Communications Budget8m

Deciding on the Marketing Communication Mix8m

Managing the Integrated Marketing Communications Process4m

Expert Interview: José María Rull, President and CEO of DDB Spain13m

Managing Media and Evaluating Effectiveness7m

Developing an Advertising Program10m

Sales Promotion, PR, Events and Experiences8m

Direct and Interactive Marketing8m

Developing the Sales Force5m

Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18m

Trailer: The Marketing Plan50s

5 readings

Recommended Reading: Designing and Managing Marketing Communications10m

How Advertising Works: What Do We Really Know?10m

Managing Brands for the Long Run10m

A Strategic Perspective on Sales Promotions10m

Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications10m

1 practice exercise

Graded Quiz30m

Reviews

4.6

145 reviews

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TOP REVIEWS FROM MARKETING MIX FUNDAMENTALS

by DGOct 5, 2017

Excellent presentation skills and material. Very useful reading recommendations and interviews

by RVNov 1, 2017

Even with my years of marketing experience, I learned so much from this course.

by SLMay 22, 2020

It is one of the best online coursing app.I have learned a lot about marketing etc...

by KMFeb 1, 2021

Great course to learn about Marketing Fundamentals. I highly recommend this course. Thank you for offering this valuable course to me.

View all reviews

About the Marketing Strategy Specialization

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Marketing Mix Fundamentals

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