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IE Business School

Marketing Strategy

IE Business School via Coursera 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.


Course 1: Market Research and Consumer Behavior
- Offered by IE Business School. Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for ... Enroll for free.

Course 2: Positioning: What you need for a successful Marketing Strategy
- Offered by IE Business School. Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter ... Enroll for free.

Course 3: Marketing Mix Fundamentals
- Offered by IE Business School. Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market ... Enroll for free.

Course 4: The Marketing Plan
- Offered by IE Business School. Create your own Marketing Plan for your own product or service idea. In this course you will learn how to ... Enroll for free.

Course 5: Marketing Strategy Capstone Project
- Offered by IE Business School. The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization ... Enroll for free.


Taught by

Fernando Cortiñas, Ignacio Gafo, Maria Teresa Aranzabal, Ramon Diaz-Bernardo and Shameek Sinha



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