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Marketing Strategy Capstone Project

IE Business School via Coursera


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.


  • Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
  • Conducting market analysis through understanding market research and consumer behavior.
  • Developing a marketing strategy through positioning.
  • Adapting the marketing mix to your strategy: product, price, place and promotion.
  • Expected Results and implementation of your marketing plan.

Taught by

Ramon Diaz-Bernardo


4.7 rating at Coursera based on 87 ratings

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