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Luis Rodriguez Baptista, Maria Teresa Aranzabal, Eda Sayin, Ramon Diaz-Bernardo, and Martin Boehm

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 by running a real product through the marketing mix.

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What's inside

Five courses

Brand and Product Management

(0 hours)
The main objective is to identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value.

Pricing Strategy

(0 hours)
Pricing is a crucial marketing decision. Learn and practice concepts, techniques, and the latest thinking on pricing strategies. Analyze how firms capture value and profits in their revenues.

Channel Management and Retailing

(0 hours)
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.

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

(0 hours)
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. Through this course, you will understand the most important issues when planning and evaluating marketing communications strategies and executions in order to create valuable brands and win consumers.

Marketing Mix Implementation Capstone

(0 hours)
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 by running a real product through the marketing mix.

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