In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization through one of two options: Either by helping a major company find solutions to real problems it is facing in the areas of the four P’s, or by running your own product through the marketing mix.
第 1 门课程
Brand and Product Management
Upcoming session: 5月 9 — 6月 13.
By taking this course you will be able to identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. You will be in the position to create an activity plan to bring your brand strategy to life (both externally towards consumers and internally to employees) and you will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology.
This course is made up of the following six modules:
1 – Launching new products and the challenge of managing their life-cycle.
At the end of this module, you will be able to demonstrate understanding of the product strategy concepts and to develop the factual support to define your product strategy.
2 – Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.
This module will enable you to feel confident describing the different elements of a brand strategy and formulating a winning brand strategy.
3 – Knowing how to communicate your offering: Brand Architecture & naming.
At the end of this module, you will be able to define how to name your brand and explain how to develop a system to incorporate future products and brands.
4 – Building your brand portfolio.
At the end of this module, you will be able to map your brand portfolio to maximize its value to support growth.
5 – Translating your brand into compelling customer experiences.
At the end of this module, you will feel confident defining and describing the customer experience journey for your brand.
6 – Equipping and engaging employees to deliver on the brand promise.
At the end of this module, you will be able to explain and apply the process to “embed” a brand internally within the organization.
第 2 门课程
Upcoming session: 5月 9 — 6月 13.
Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn.
After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life.
This course is made up of the following four modules:
1 – In this module we will start with the importance of pricing, especially for the bottom line. Having this in mind, and after showing how pricing is the most important driver of profitability, when you finish this module you will be able to execute cost, competition and customer-based pricing. You will also be able to use the concepts of price elasticity and optimal price while setting prices for your products and services.
2 – After finishing this module you will be able to take advantage of four different methods to determine the willingness to pay from customers. Whether using Market Data or Experiments (Observation based) or Expert or Customer Surveys (Survey based), you’ll be able to use this information in order to identify the optimal price.
3 – What we see in the real world is that companies don’t only charge one price for all their products, but rather set different prices for different products with respect to different customer segments. After looking at the benefits of price discrimination (and the significant revenue and profit potential behind it), you will be able to figure out what type and how to implement price discrimination for your products and services.
4 – In this final module we will look at pricing psychology. You will then be able to “manipulate” customers so they perceive a higher value in the products and services that you deliver, or so that they feel less pain by paying the price of purchasing your products. You will have in your toolkit multiple ways to maximize your sales, revenues, and profitability. We will also conduct a couple of experiments with volunteer customers to see how price affects perceptions, and how you can profit from it.
第 3 门课程
Channel Management and Retailing
Upcoming session: 5月 9 — 6月 13.
课程学习时间 4 weeks of study, 2-4 hours/week
Nowadays a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management.
In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management:
• The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others.
• The retail focus: a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness.
Stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process.
第 4 门课程
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs.
This course is designed to introduce you to the field of integrated marketing communications (IMC) and aims to increase your understanding of important issues in planning and evaluating marketing communications strategies and executions. It combines the appropriate theories and models with practical information to help you make better marketing communications decisions. Particular emphasis is placed on understanding the role of IMC in creating valuable brands and winning your consumers. Upon completion of this course, you should be able to: (1) have a solid understanding of the strategic and tactical elements useful in IMC; (2) identify how market research and company objectives relate to the process of designing successful IMC campaigns; and (3) explain how effective creative strategies are developed and implemented.
Marketing Mix Implementation Capstone
The Capstone project gives you the opportunity to put into practice what you have learned in this specialization through one of two options:
I – Help a major company find solutions to real problems it is facing in the areas of the four P’s. After firstly making an extensive analysis of the current situation, recommend specific action plans to solve existing dilemmas of the company. A real-life business case!
II – Have your own product or service? Run it through the marketing mix.
If you are planning to take your own product or service to market, decide actions for each of the four P’s through this personalized capstone project option and give your idea the push it needs.
Both options will contain different phases with peer evaluated assessment.