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Positioning: What you need for a successful Marketing Strategy 

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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

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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
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Details Icon

Positioning: What you need for a successful Marketing Strategy
 at 
Coursera 
Course details

More about this course
  • 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.
Read more

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

Positioning: What you need for a successful Marketing Strategy
 at 
Coursera 
Admission Process

    Important Dates

    May 25, 2024
    Course Commencement Date

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