Positioning: What you need for a successful Marketing Strategy
- Offered byCoursera
Positioning: What you need for a successful Marketing Strategy at Coursera Overview
Duration | 11 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course |
Credential | Certificate |
Positioning: What you need for a successful Marketing Strategy at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Course 2 of 5 in the Marketing Strategy Specialization
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Beginner Level
- Approx. 11 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Positioning: What you need for a successful Marketing Strategy at Coursera Course details
- Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan.
- In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills.
- The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract.
Positioning: What you need for a successful Marketing Strategy at Coursera Curriculum
Positioning introduction
Trailer
1.0 Why positioning?
1.1 Where should we start?
1.2 Positioning as a key element in the marketing process
1.3 Market environment analysis: Context and Customers
1.4 Market environment analysis: Collaborators, Competitors and Company
1.5 What do we get from a proper positioning?
Marketing in the age of fragmentation
The Evolution of Marketing
Mountain Dew Kickstart comes alive
Marketing process and Positioning
Marketing process and Positioning
Segmentation
2.0 What is a segment?
2.1 Mass market, market segments, niche markets and individuals
2.2 Segmentation levels
2.3 Why should we segment?
2.4 Reasons to segment
2.5 Segmentation criteria: geographic and demographic
2.6 Segmentation criteria: psychographic and behavioral
2.7 How to come up with an effective segmentation?
2.8 Segmentation models
2.9 Expert interview; Jaime Veiga, Global Strategic Insights ? Southern Europe Head at Johnson & Johnson
The art and science of consumer segmentation
Personalised targeting: Don?t get personal get social
Holistic segmentation
Why Unilever believes ?consumers are dead?
Segmentation and targeting
In the following exercise you will have to identify to which segmentation criteria each sentence is related with
Segmentation and targeting 2
Differentiation and Value Proposition
3.0 Why differentiation?
3.1 What is differentiation and value proposition?
3.2 Positioning in real life: Exercise
3.3 Frame of reference, points of parity and points of difference
3.4 How to come up with the points of difference?
3.5 The three circles model (Urbany & Davis)
3.6 Differentiation strategies
3.7 Session 3 Summary
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain
Denny: Fighting commoditization with differentiation
Differentiation that matters
BigPond ? Why Emotional differentiation wins
Differentiation or Salience
Differentiation & positioning. Please fill out the following sentences:
Differentiation & value proposition
Positioning
4.0 Introduction to the session
4.1 What is positioning?
4.2 Positioning examples at Citroën
4.3 Positioning Statement
4.4 How to define the Commercial Plan based on the positioning?
4.5 How to come up with the value proposition? Positioning maps
4.6 Spider Web Perceptual Maps
4.7 Alternative Positioning Strategies
4.8 Key trends impacting Positioning (1/2)
4.9 Key trends impacting Positioning (2/2)
4.10 Course wrap up
Ready to continue on this journey?
Chobani Plain Inspiring
Dennys reinvents the American dinner
Positioning Maps Multimedia
Vodafone Egypt: How to make the small seems big
Consumers in 2016: Generation swipe
Can big data and analysis replace intuition?
Innovation beyond blue oceans
Super personalize me! When technological advance meets consumer power
Positioning
Positioning
Match these sentences regarding Positioning