Marketing Strategy Specialization

About Course

Learn the fundamentals of marketing strategy with this comprehensive specialization from IE Business School. This course is completely **free** and covers essential topics like:

Understanding consumers and market research techniques
Segmentation, targeting, and positioning
The four Ps of marketing: Product, Price, Promotion, and Place
Developing a compelling marketing plan

This specialization is perfect for anyone who wants to build a successful career in marketing, or for business owners and entrepreneurs who need to develop a winning marketing strategy.

This course is available on platforms like Udemy, Coursera, Udacity, MasterClass, NearPeer and others. Start learning today for **free**!

Course Content

01. Market Research and Consumer Behavior

005 01_course-trailer.mp4

00:00
011 02_why-is-consumer-behavior-important-in-the-marketing-process-framework.mp4

00:00
016 01_the-consumer-behavior-process.mp4

00:00
022 02_the-consumers-attitudes-perspective.mp4

00:00
029 03_the-contiuum-of-consumers-thought-process.mp4

00:00
034 01_prospect-theory-how-your-customers-rationality-affects-their-decisions.mp4

00:00
040 02_understanding-your-customers-limits.mp4

00:00
046 03_the-continuum-of-buying-decision-behavior.mp4

00:00
047 04_reading-motivation-cognition-learning-basic-factors-in-consumer-behavior_instructions.html

00:00
049 05_graded-quiz_exam.html

00:00
054 01_stages-of-the-consumer-decision-making-process.mp4

00:00
060 02_need-recognition-and-information-search.mp4

00:00
066 03_evaluation-of-alternatives-purchase.mp4

00:00
072 04_post-purchase-evaluation.mp4

00:00
077 01_what-constraints-do-consumers-encounter.mp4

00:00
083 02_information-processing-and-overload.mp4

00:00
088 01_how-perceptions-attitudes-affect-consumers-decisions.mp4

00:00
090 02_reading-consumer-attitudes-and-perceptions-on-sustainability_instructions.html

00:00
091 03_graded-quiz_exam.html

00:00
097 01_the-importance-of-marketing-research-its-role-in-marketing-management.mp4

00:00
103 02_the-steps-to-conducting-marketing-research.mp4

00:00
108 01_types-of-market-research.mp4

00:00
116 02_exploratory-descriptive-and-causal-research-part-i.mp4

00:00
124 03_exploratory-descriptive-and-causal-research-part-ii.mp4

00:00
131 01_types-of-experimentation.mp4

00:00
137 02_validity-reliability.mp4

00:00
142 01_types-of-experimental-designs.mp4

00:00
143 02_graded-quiz_exam.html

00:00
148 01_primary-data-in-market-research.mp4

00:00
154 02_secondary-data-scales-of-measurement.mp4

00:00
160 01_how-to-design-a-questionnaire.mp4

00:00
166 02_how-to-measure-and-scale-our-consumers-attitudes.mp4

00:00
168 03_self-reports-how-the-questions-shape-the-answers_instructions.html

00:00
173 01_target-population-and-sampling.mp4

00:00
180 02_graded-quiz_exam.html

00:00
181 01__resources.html

00:00

02. Positioning What you need for a successful Marketing Strategy

003 01_trailer.mp4

00:00
006 02_1-0-why-positioning.mp4

00:00
009 03_1-1-where-should-we-start.mp4

00:00
012 04_1-2-positioning-as-a-key-element-in-the-marketing-process.mp4

00:00
015 01_1-3-market-environment-analysis-context-and-customers.mp4

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018 02_1-4-market-environment-analysis-collaborators-competitors-and-company.mp4

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021 03_1-5-what-do-we-get-from-a-proper-positioning.mp4

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022 01_marketing-process-and-positioning_quiz.html

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023 02_marketing-process-and-positioning_exam.html

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026 01_2-0-what-is-a-segment.mp4

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029 02_2-1-mass-market-market-segments-niche-markets-and-individuals.mp4

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032 03_2-2-segmentation-levels.mp4

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035 04_2-3-why-should-we-segment.mp4

00:00
037 05_the-art-and-science-of-consumer-segmentation_instructions.html

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038 06_customer-segmentation-models_instructions.html

00:00
039 07_whats-next-for-segmentation_instructions.html

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042 01_2-4-reasons-to-segment.mp4

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048 02_2-6-segmentation-criteria-psychographic-and-behavioral.mp4

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051 01_2-7-how-to-come-up-with-an-effective-segmentation.mp4

00:00
053 02_holistic-segmentation_instructions.html

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056 03_2-8-segmentation-models.mp4

00:00
059 04_2-9-expert-interview-jaime-veiga-global-strategic-insights-southern-europe-head.mp4

00:00
060 01_segmentation-and-targeting_exam.html

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061 02_in-the-following-exercise-you-will-have-to-identify-to-which-segmentation_quiz.html

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062 03_segmentation-and-targeting-2_exam.html

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065 01_3-0-why-differentiation.mp4

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068 02_3-1-what-is-differentiation-and-value-proposition.mp4

00:00
071 03_3-2-positioning-in-real-life-exercise.mp4

00:00
073 04_denny-fighting-commoditization-with-differentiation_instructions.html

00:00
076 01_3-3-frame-of-reference-points-of-parity-and-points-of-difference.mp4

00:00
079 02_3-4-how-to-come-up-with-the-points-of-difference.mp4

00:00
082 03_3-5-the-three-circles-model-urbany-davis.mp4

00:00
083 04_differentiation-that-matters_instructions.html

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086 01_3-6-differentiation-strategies.mp4

00:00
087 02_bigpond-why-emotional-differentiation-wins_instructions.html

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090 03_3-7-session-3-summary.mp4

00:00
091 04_salience-vs-differentiation_instructions.html

00:00
094 05_3-8-expert-interview-jacobo-galvez-marketing-director-consumer-business-unit-at.mp4

00:00
095 01_differentiation-positioning-please-fill-out-the-following-sentences_quiz.html

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096 02_differentiation-value-proposition_exam.html

00:00
099 01_4-0-introduction-to-the-session.mp4

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102 02_4-1-what-is-positioning.mp4

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105 03_4-2-positioning-examples-at-citroen.mp4

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108 04_4-3-positioning-statement.mp4

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109 05_chobani-pushes-boundaries-of-greek-yogurt-with-significant-new-product_instructions.html

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112 01_4-4-how-to-define-the-commercial-plan-based-on-the-positioning.mp4

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113 02_how-dennys-became-americas-diner-again-through-a-decade-of-marketing-efforts_instructions.html

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116 03_4-5-how-to-come-up-with-the-value-proposition-positioning-maps.mp4

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117 04_vodafone-egypt-how-to-make-the-small-seems-big_instructions.html

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120 05_4-6-spider-web-perceptual-maps.mp4

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123 06_4-7-alternative-positioning-strategies.mp4

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126 01_4-8-key-trends-impacting-positioning-1-2.mp4

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127 02_big-data-analytics-vs-human-intuition-what-do-we-trust_instructions.html

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130 03_4-9-key-trends-impacting-positioning-2-2.mp4

00:00
131 04_the-value-of-getting-personalization-right-or-wrong-is-multiplying_instructions.html

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134 05_4-10-course-wrap-up.mp4

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135 01_positioning_quiz.html

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136 02_positioning_exam.html

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137 03_match-these-sentences-regarding-positioning_quiz.html

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140 04_ready-to-continue-on-this-journey.mp4

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141 01__resources.html

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links.txt

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Section Quiz

03. Marketing Mix Fundamentals

003 01_course-trailer.mp4

00:00
006 02_marketing-warfare-intro-to-the-course.mp4

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012 03_what-is-a-product-product-definition-and-product-levels.mp4

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016 04_product-service-decisions.mp4

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019 05_what-is-a-brand.mp4

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023 06_the-product-life-cycle.mp4

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024 07_product-life-cycle-stages_instructions.html

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028 01_planned-obselescence.mp4

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029 02_planned-obsolescence_instructions.html

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030 03_heres-the-truth-about-the-planned-obsolescence-of-tech_instructions.html

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033 04_product-strategy-matrices-bcg-matrix.mp4

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034 05_bcg-classics-revisited-the-growth-share-matrix_instructions.html

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037 06_product-strategy-matrixes-mckinsey-general-electric-matrix.mp4

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038 07_enduring-ideas-the-ge-mckinsey-nine-box-matrix_instructions.html

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041 08_product-strategy-matrices-ansoff-matrix.mp4

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042 09_product-policy-6-essential-components-of-a-sound-product-policy_instructions.html

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043 10_graded-quiz_exam.html

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046 01_what-is-price.mp4

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050 02_the-emergence-of-internet-pricing.mp4

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054 03_internal-factors-affecting-price-definition.mp4

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058 04_external-factors-affecting-price-definition.mp4

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062 01_general-pricing-approaches-1-cost-based.mp4

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066 02_general-pricing-approaches-2-value-based.mp4

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067 03_methods-to-price-your-product_instructions.html

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069 04_pay-per-laugh-customers-charged-exactly-for-what-they-consume_instructions.html

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070 05_graded-quiz_exam.html

00:00
073 01_why-are-marketing-channels-so-important.mp4

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077 02_key-factors-in-designing-a-distribution-channel.mp4

00:00
078 03_strategic-channel-design_instructions.html

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082 04_how-to-manage-channels-and-resolve-conflict.mp4

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085 01_the-nature-of-trade-marketing.mp4

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089 02_how-is-trade-marketing-evolving.mp4

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092 03_expert-interview-sixto-collazo-international-director-of-loewe-perfumes-s-a-lvmh.mp4

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096 01_important-developments-in-retailing.mp4

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100 02_retail-strategy-and-multichannel-retailing.mp4

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102 03_three-rules-for-buiding-the-modern-retail-organization_instructions.html

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105 04_global-growth-opportunities-and-entry-strategies.mp4

00:00
108 05_the-emergence-of-online-retail-channels.mp4

00:00
109 06_recommended-reading-levo-weitz-retail-management-mcgraw-hill-9th-edition-content_instructions.html

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110 07_graded-quiz_exam.html

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114 01_the-role-of-marketing-communications.mp4

00:00
118 02_developing-effective-communications.mp4

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122 03_establishing-the-marketing-communications-budget.mp4

00:00
126 04_deciding-on-the-marketing-communication-mix.mp4

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130 05_managing-the-integrated-marketing-communications-process.mp4

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133 06_expert-interview-jose-maria-rull-president-and-ceo-of-ddb-spain.mp4

00:00
134 07_recommended-reading-designing-and-managing-marketing-communications_instructions.html

00:00
138 08_managing-media-and-evaluating-effectiveness.mp4

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140 09_how-advertising-works-what-do-we-really-know_instructions.html

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142 10_managing-brands-for-the-long-run_instructions.html

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146 01_developing-an-advertising-program.mp4

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150 02_sales-promotion-pr-events-and-experiences.mp4

00:00
154 03_direct-and-interactive-marketing.mp4

00:00
158 04_developing-the-sales-force.mp4

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160 05_a-strategic-perspective-on-sales-promotions_instructions.html

00:00
161 06_recommended-reading-integrated-advertising-promotion-and-marketing_instructions.html

00:00
164 07_expert-interview-gabriel-saenz-de-buruaga-founder-and-co-ceo-of-wink.mp4

00:00
165 08_graded-quiz_exam.html

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168 09_trailer-the-marketing-plan.mp4

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169 01__resources.html

00:00
Section Quiz

04. The Marketing Plan

005 01_introduction-to-the-marketing-plan.mp4

00:00
010 02_the-marketing-plan-interview-with-veronica-santos.mp4

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015 03_the-marketing-plan-definition.mp4

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020 04_objectives-and-structure-of-the-marketing-plan.mp4

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025 05_the-4-main-parts-of-a-marketing-plan.mp4

00:00
030 06_critical-elements-of-the-external-analysis.mp4

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035 07_critical-elements-of-the-internal-analysis.mp4

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040 08_the-swot-matrix.mp4

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045 09_the-nissan-leaf-case.mp4

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046 10_the-nissan-leaf-case_instructions.html

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048 11_optional-the-managers-guide-to-competitive-marketing-strategies-norton-paley_instructions.html

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053 12_how-to-complete-assignment-1-analysis.mp4

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054 13_assignment-1-1-analysis_peer_assignment_instructions.html

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059 01_introduction-to-marketing-strategy.mp4

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064 02_what-is-marketing-strategy.mp4

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069 03_marketing-strategy-definition.mp4

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074 04_financial-and-non-financial-objectives.mp4

00:00
079 05_the-customer-attraction-vs-customer-retention-dilemma.mp4

00:00
080 06_optional-marketing-decision-making-and-the-management-of-pricing-successful_instructions.html

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085 07_identifying-the-best-target-segment-for-your-product-or-service.mp4

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090 08_how-to-identify-the-best-positioning-for-your-product-or-service.mp4

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095 09_how-to-complete-assignment-2-marketing-strategy.mp4

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096 10_assignment-2-1-marketing-strategy_peer_assignment_instructions.html

00:00
101 01_introduction-to-marketing-mix-implementation.mp4

00:00
106 02_marketing-mix-definition-short-term-and-tactics-vs-long-term-tactics.mp4

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111 03_deciding-product-strategy-the-product-lifecycle.mp4

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116 04_deciding-product-strategy-product-levels.mp4

00:00
121 05_deciding-product-strategy-branding-strategy.mp4

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126 06_an-interview-with-martin-boehm.mp4

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131 07_pricing-strategy.mp4

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136 08_distribution-channels-interview-with-maria-teresa-aranzabal.mp4

00:00
141 09_distribution-channel-strategy.mp4

00:00
146 10_integrated-communication-strategy-an-interview-with-eda-sayin.mp4

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151 11_how-to-build-an-integrated-communication-strategy-part-1.mp4

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156 12_how-to-build-an-integrated-communication-strategy-part-2.mp4

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161 13_how-to-complete-assignment-3-marketing-mix-implementation.mp4

00:00
162 14_assignment-3-1_peer_assignment_instructions.html

00:00
167 01_introduction-to-expected-results.mp4

00:00
172 02_interview-with-luis-rodriguez-baptista.mp4

00:00
177 03_the-expected-results-definition.mp4

00:00
182 04_metrics-for-financial-objectives.mp4

00:00
187 05_metrics-for-non-financial-objectives-brand-awareness.mp4

00:00
192 06_metrics-for-non-financial-objectives-social-media-brand.mp4

00:00
197 07_metrics-for-strategic-objectives.mp4

00:00
202 08_metrics-for-customer-objectives.mp4

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207 09_the-marketing-plan-budget.mp4

00:00
212 10_how-to-complete-assignment-4-expected-results.mp4

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213 11_assignment-4-1_peer_assignment_instructions.html

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214 01__resources.html

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05. Marketing Strategy Capstone Project

004 02_outline-of-the-capstone-project-and-evaluation-process_instructions.html

00:00
014 01_lets-talk-about-market-analysis-for-hotel-ipsum.mp4

00:00
020 02_evaluation-of-alternatives-purchase-and-post-purchase-evaluation.mp4

00:00
023 03_buying-situation-comparisons-and-buygrid-framework.mp4

00:00
026 04_the-steps-to-conducting-marketing-research.mp4

00:00
031 01_lets-talk-about-the-marketing-strategy-for-hotel-ipsum.mp4

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037 02_segmentation-levels.mp4

00:00
040 03_segmentation-models.mp4

00:00
043 04_what-is-differentiation-and-value-proposition.mp4

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046 05_what-is-positioning.mp4

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049 06_positioning-statement.mp4

00:00
050 01_aspects-to-consider_instructions.html

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052 02_important-information-regarding-hotel-ipsum_instructions.html

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055 01_lets-talk-about-the-marketing-mix-for-hotel-ipsum.mp4

00:00
061 02_external-factors-affecting-price-definition.mp4

00:00
064 03_internal-factors-affecting-price-definition.mp4

00:00
067 04_key-factors-in-designing-a-distribution-channel.mp4

00:00
070 05_deciding-on-the-marketing-communications-mix.mp4

00:00
073 06_direct-and-interactive-marketing.mp4

00:00
076 01_lets-talk-about-the-expected-results-for-hotel-ipsum.mp4

00:00
082 02_critical-elements-of-the-external-analysis.mp4

00:00
085 03_the-swot-matrix.mp4

00:00
088 04_the-customer-attraction-vs-customer-retention-dilemma.mp4

00:00
091 05_marketing-mix-definition-short-term-tactics-vs-long-term-tactics.mp4

00:00
096 01_congratulations-for-completing-this-capstone.mp4

00:00

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About Course

What Will You Learn?

Course Content

01. Market Research and Consumer Behavior

005 01_course-trailer.mp4

011 02_why-is-consumer-behavior-important-in-the-marketing-process-framework.mp4

016 01_the-consumer-behavior-process.mp4

022 02_the-consumers-attitudes-perspective.mp4

029 03_the-contiuum-of-consumers-thought-process.mp4

034 01_prospect-theory-how-your-customers-rationality-affects-their-decisions.mp4

040 02_understanding-your-customers-limits.mp4

046 03_the-continuum-of-buying-decision-behavior.mp4

047 04_reading-motivation-cognition-learning-basic-factors-in-consumer-behavior_instructions.html

049 05_graded-quiz_exam.html

054 01_stages-of-the-consumer-decision-making-process.mp4

060 02_need-recognition-and-information-search.mp4

066 03_evaluation-of-alternatives-purchase.mp4

072 04_post-purchase-evaluation.mp4

077 01_what-constraints-do-consumers-encounter.mp4

083 02_information-processing-and-overload.mp4

088 01_how-perceptions-attitudes-affect-consumers-decisions.mp4

090 02_reading-consumer-attitudes-and-perceptions-on-sustainability_instructions.html

091 03_graded-quiz_exam.html

097 01_the-importance-of-marketing-research-its-role-in-marketing-management.mp4

103 02_the-steps-to-conducting-marketing-research.mp4

108 01_types-of-market-research.mp4

116 02_exploratory-descriptive-and-causal-research-part-i.mp4

124 03_exploratory-descriptive-and-causal-research-part-ii.mp4

131 01_types-of-experimentation.mp4

137 02_validity-reliability.mp4

142 01_types-of-experimental-designs.mp4

143 02_graded-quiz_exam.html

148 01_primary-data-in-market-research.mp4

154 02_secondary-data-scales-of-measurement.mp4

160 01_how-to-design-a-questionnaire.mp4

166 02_how-to-measure-and-scale-our-consumers-attitudes.mp4

168 03_self-reports-how-the-questions-shape-the-answers_instructions.html

173 01_target-population-and-sampling.mp4

180 02_graded-quiz_exam.html

181 01__resources.html

02. Positioning What you need for a successful Marketing Strategy

003 01_trailer.mp4

006 02_1-0-why-positioning.mp4

009 03_1-1-where-should-we-start.mp4

012 04_1-2-positioning-as-a-key-element-in-the-marketing-process.mp4

015 01_1-3-market-environment-analysis-context-and-customers.mp4

018 02_1-4-market-environment-analysis-collaborators-competitors-and-company.mp4

021 03_1-5-what-do-we-get-from-a-proper-positioning.mp4

022 01_marketing-process-and-positioning_quiz.html

023 02_marketing-process-and-positioning_exam.html

026 01_2-0-what-is-a-segment.mp4

029 02_2-1-mass-market-market-segments-niche-markets-and-individuals.mp4

032 03_2-2-segmentation-levels.mp4

035 04_2-3-why-should-we-segment.mp4

037 05_the-art-and-science-of-consumer-segmentation_instructions.html

038 06_customer-segmentation-models_instructions.html

039 07_whats-next-for-segmentation_instructions.html

042 01_2-4-reasons-to-segment.mp4

048 02_2-6-segmentation-criteria-psychographic-and-behavioral.mp4

051 01_2-7-how-to-come-up-with-an-effective-segmentation.mp4

053 02_holistic-segmentation_instructions.html

056 03_2-8-segmentation-models.mp4

059 04_2-9-expert-interview-jaime-veiga-global-strategic-insights-southern-europe-head.mp4

060 01_segmentation-and-targeting_exam.html

061 02_in-the-following-exercise-you-will-have-to-identify-to-which-segmentation_quiz.html

062 03_segmentation-and-targeting-2_exam.html

065 01_3-0-why-differentiation.mp4

068 02_3-1-what-is-differentiation-and-value-proposition.mp4

071 03_3-2-positioning-in-real-life-exercise.mp4

073 04_denny-fighting-commoditization-with-differentiation_instructions.html

076 01_3-3-frame-of-reference-points-of-parity-and-points-of-difference.mp4

079 02_3-4-how-to-come-up-with-the-points-of-difference.mp4

082 03_3-5-the-three-circles-model-urbany-davis.mp4

083 04_differentiation-that-matters_instructions.html

086 01_3-6-differentiation-strategies.mp4

087 02_bigpond-why-emotional-differentiation-wins_instructions.html

090 03_3-7-session-3-summary.mp4

091 04_salience-vs-differentiation_instructions.html

094 05_3-8-expert-interview-jacobo-galvez-marketing-director-consumer-business-unit-at.mp4

095 01_differentiation-positioning-please-fill-out-the-following-sentences_quiz.html