Marketing Strategy Capstone Project
- Offered byCoursera
Marketing Strategy Capstone Project at Coursera Overview
Duration | 30 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
Marketing Strategy Capstone Project at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Course 5 of 5 in the Marketing Strategy Specialization
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Beginner Level
- Approx. 30 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Marketing Strategy Capstone Project at Coursera Course details
- 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.
Marketing Strategy Capstone Project at Coursera Curriculum
Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
Welcome to the Marketing Strategy Capstone
Outline of the Capstone project and evaluation process.
Note regarding the case study method.
Hotel Ipsum: a marketing and commercial strategy to survive.
Let's get to know Colombia better!
Conducting market analysis through understanding market research and consumer behavior.
Let´s talk about Market Analysis for Hotel Ipsum
Why is consumer behavior important in the marketing process framework?
Evaluation of alternatives, purchase and post-purchase evaluation.
Buying situation comparisons and buygrid framework.
The steps to conducting marketing research.
Important information regarding Hotel Ipsum.
Review of Market Research and Consumer Behavior.
Developing a marketing strategy through positioning.
Let´s talk about the Marketing Strategy for Hotel Ipsum
Marketing strategy definition.
Segmentation levels.
Segmentation models.
What is differentiation and value proposition?
What is positioning?
Positioning statement.
Aspects to consider
Important information regarding Hotel Ipsum
Marketing strategy quiz.
Adapting the marketing mix to your strategy: product, price, place and promotion.
Let´s talk about the Marketing Mix for Hotel Ipsum
The Product Life Cycle.
External factors affecting price definition.
Internal factors affecting price definition.
Key factors in designing a distribution channel.
Deciding on the marketing communications mix.
Direct and interactive marketing.
Marketing mix quiz.
Expected Results and implementation of your marketing plan.
Let´s talk about the Expected Results for Hotel Ipsum
Critical elements of the internal analysis.
Critical elements of the external analysis.
The SWOT Matrix.
The customer attraction vs customer retention dilemma.
Marketing mix definition: short-term tactics vs long-term tactics.
Congratulations for completing this Capstone!
Important information regarding Hotel Ipsum
Review of The Marketing Plan.
Marketing Strategy Capstone Project at Coursera Admission Process
Important Dates
Other courses offered by Coursera
Student Forum
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