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Теория отраслевых рынков (Industrial Organization)

About this course: Курс посвящен факторам, влияющим на размер компаний и структуру рынка. Почему на одних рынках преобладают малые компании, а на другом крупные? Продавцы принимают решения стратегически, однако их стимулы в свою очередь зависят от структуры рынка и от предшествующих решений. Как разделить между зоной предопределенных и свободных решений? Например, сговор как модель ценового поведения – предопределен структурой рынка или служит результатом свободного волеизъявления? Способны ли укоренившиеся на рынке продавцы препятствовать входу новичков, защищая свою рыночную долю и свою прибыль? Каковы лучшие способы предотвращения ценовых сговоров продавцов? Нужно ли (или по крайней мере желательно) запрещать или ограничивать слияния между крупными продавцами? Есть ли необходимость для государственной политики налагать ограничения на условия договоров между производителем и дистрибьютором? Как в этих условиях должна быть организована государственная политика (применение антимоноп…

The Marketing Plan

The Marketing Plan

About this course: 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.

Who is this class for: This course is aimed at any ambitious, business minded individual who has aspirations to launch their own product or service and/or has an interest in pursuing a career in marketing. A basic understanding of the principles of marketing would be an advantage but it is not essential.

Created by:  IE Business School

Basic Info
Course 4 of 5 in the Marketing Strategy Specialization.
Commitment4 weeks of study, 4-7 hours/week
How To PassPass all graded assignments to complete the course.
User Ratings
Average User Rating 4.7See what learners said
Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments.
10 videos2 readings
  1. Video: Introduction to The Marketing Plan.
  2. Video: The marketing plan: interview with Veronica Santos.
  3. Video: The Marketing Plan definition.
  4. Video: Objectives and structure of The Marketing Plan.
  5. Video: The 4 main parts of a marketing plan.
  6. Video: Critical elements of the external analysis.
  7. Video: Critical elements of the internal analysis.
  8. Video: The SWOT Matrix.
  9. Video: The Nissan Leaf case.
  10. Reading: The Nissan Leaf Case
  11. Reading: The manager's guide to competitive marketing strategies - Norton, Paley.
  12. Video: How to complete assignment 1: analysis.
  13. Discussion Prompt: Goals and outcomes for the course?
  14. Discussion Prompt: Nissan Leaf case vs personal idea.
Graded: Assignment 1.1: Analysis
Marketing Strategy
Welcome to the marketing strategy part of the course. Here, you will learn how to identify the best target segment for your brand, product or service and also how to position your company in order to best reach them. You will also begin to understand the benefits and drawbacks of trying to attract new customers or retain existing ones.
8 videos2 readings
  1. Video: Introduction to marketing strategy.
  2. Video: What is marketing strategy?
  3. Video: Marketing strategy definition.
  4. Video: Financial and non-financial objectives.
  5. Video: The customer attraction vs customer retention dilemma.
  6. Reading: The Marketing Plan - Multimedia
  7. Reading: Marketing decision making and the management of pricing successful business tools.
  8. Video: Identifying the best target segment for your product or service.
  9. Video: How to identify the best positioning for your product or service?
  10. Video: How to complete assignment 2: marketing strategy.
  11. Discussion Prompt: Refelctions after the first assignment.
Graded: Assignment 2.1. Marketing Strategy.
Marketing Mix Implementation
Welcome to the third part of The Marketing Plan - the marketing mix implementation. This is the action phase. Here, you will use the lessons learned in modules one and two to decide where you are going to invest your time and money, in regards to marketing. You will become familiar with the 4 P's of marketing and also learn how to effectively price your product or service. Finally, you will begin to understand which channel or combination of channels are best suited to marketing your brand.
13 videos
  1. Video: Introduction to Marketing Mix Implementation.
  2. Video: Marketing mix definition: short-term and tactics vs long-term tactics.
  3. Video: Deciding product strategy: the product lifecycle.
  4. Video: Deciding product strategy: product levels.
  5. Video: Deciding product strategy: branding strategy.
  6. Video: An interview with Martin Boehm.
  7. Video: Pricing strategy.
  8. Video: Distribution channels: interview with Maria Teresa Aranzabal.
  9. Video: Distribution channel strategy.
  10. Video: Integrated communication strategy: an interview with Eda Sayin.
  11. Video: How to build an integrated communication strategy: part 1.
  12. Video: How to build an integrated communication strategy: part 2.
  13. Video: How to complete assignment 3: marketing mix implementation?
Graded: Assignment 3.1
Expected results
Welcome to the final part of The Marketing Plan course - the expected results. Here, you will use metrics to make realistic estimates to how successful your marketing plan has been. This is document that will be used to test whether or not your marketing plan has been successful in the future. You will, most importantly, learn how to produce a profit and loss account, which will predict, and ultimately judge, the financial success of your marketing strategy and implementation.
10 videos
  1. Video: Introduction to expected results.
  2. Video: Interview with Luis Rodriguez Baptista.
  3. Video: The expected results definition.
  4. Video: Metrics for financial objectives.
  5. Video: Metrics for non-financial objectives: brand awareness
  6. Video: Metrics for non-financial objectives: social media brand.
  7. Video: Metrics for strategic objectives.
  8. Video: Metrics for customer objectives.
  9. Video: The Marketing Plan budget.
  10. Video: How to complete assignment 4: expected results?
  11. Discussion Prompt: What next?
Graded: Assignment 4.1
How It Works
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
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IE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
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