The Marketing Plan
- Offered byCoursera
The Marketing Plan at Coursera Overview
Duration | 17 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
The Marketing Plan at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Course 4 of 5 in the Marketing Strategy Specialization
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Approx. 17 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
The Marketing Plan at Coursera Course details
- Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan. You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example.
- Ramon Diaz Bernardo - a professor with over 20 years experience - will guide you through the four most important stages of The Marketing Plan: analysis, marketing strategy; the marketing mix and expected results. On this journey, he will conduct interviews with leading experts from international companies in marketing as well as invite students to join him for explanations and discussions.
- This excellent and unique course allows you not only to learn the essential parts of The Marketing Plan but also map out the future of your own business and take the first steps on the path to launching your own product.
The Marketing Plan at Coursera Curriculum
Analysis
Introduction to The Marketing Plan.
The marketing plan: interview with Veronica Santos.
The Marketing Plan definition.
Objectives and structure of The Marketing Plan.
The 4 main parts of a marketing plan.
Critical elements of the external analysis.
Critical elements of the internal analysis.
The SWOT Matrix.
The Nissan Leaf case.
How to complete assignment 1: analysis.
The Nissan Leaf Case
The manager's guide to competitive marketing strategies - Norton, Paley.
Marketing Strategy
Introduction to marketing strategy.
What is marketing strategy?
Marketing strategy definition.
Financial and non-financial objectives.
The customer attraction vs customer retention dilemma.
Identifying the best target segment for your product or service.
How to identify the best positioning for your product or service?
How to complete assignment 2: marketing strategy.
The Marketing Plan - Multimedia
Marketing decision making and the management of pricing successful business tools.
Marketing Mix Implementation
Introduction to Marketing Mix Implementation.
Marketing mix definition: short-term and tactics vs long-term tactics.
Deciding product strategy: the product lifecycle.
Deciding product strategy: product levels.
Deciding product strategy: branding strategy.
An interview with Martin Boehm.
Pricing strategy.
Distribution channels: interview with Maria Teresa Aranzabal.
Distribution channel strategy.
Integrated communication strategy: an interview with Eda Sayin.
How to build an integrated communication strategy: part 1.
How to build an integrated communication strategy: part 2.
How to complete assignment 3: marketing mix implementation?
Expected results
Introduction to expected results.
Interview with Luis Rodriguez Baptista.
The expected results definition.
Metrics for financial objectives.
Metrics for non-financial objectives: brand awareness
Metrics for non-financial objectives: social media brand.
Metrics for strategic objectives.
Metrics for customer objectives.
The Marketing Plan budget.
How to complete assignment 4: expected results?
The Marketing Plan at Coursera Admission Process
Important Dates
Other courses offered by Coursera
Student Forum
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