Positioning: What you need for a successful Marketing Strategy

Name: Positioning: What you need for a successful Marketing Strategy
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Author: IE Business School

Archived

Course

English

4 h

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Source

From www.coursera.org

Conditions

Self-paced
Free Access
Fee-based Certificate

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4 Sequences
Introductive Level

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Course details

Syllabus

Week 1 - Positioning introduction
In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined.
Week 2 - Segmentation
In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segment...
Week 3 - Differentiation and Value Proposition
In the third module, the second element of positioning is addressed: Value proposition and differentiation. Both the value proposition and differentiation concepts are presented, following up with how to come up with them effectively and potential strategies t...
Week 4 - Positioning
In the fourth module we speak about positioning itself. The positioning concept is analyzed and practical tools are shared to define it . Furthermore, key marketing strategies and market trends affecting positioning are offered.

Prerequisite

None.

Instructors

Ignacio Gafo
Professor
Marketing

Editor

IE Business School, whose full name is Instituto de Empresa Business School, is a Spanish business school based in Madrid.

It is regularly recognised by various rankings as one of the best business schools in Europe and the world, and one of the best in Spain, particularly for its MBA programme.

Founded in 1973 by Diego del Alcázar, the school offers a wide range of management programmes and degrees: MBA, Global MBA, Executive MBA, Master in Management (MIM), specialised masters including the Master in Finance (MiF), Doctorates (DBA and PhD), as well as Executive Education programmes for senior executives.

Some 1,500 students from 70 countries graduate from the school every year, and 3,500 managers follow one of its courses.

Platform

Coursera is a digital company offering massive open online course founded by computer teachers Andrew Ng and Daphne Koller Stanford University, located in Mountain View, California.

Coursera works with top universities and organizations to make some of their courses available online, and offers courses in many subjects, including: physics, engineering, humanities, medicine, biology, social sciences, mathematics, business, computer science, digital marketing, data science, and other subjects.