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Maria Teresa Aranzabal, Ramon Diaz-Bernardo, Fernando Cortiñas, Shameek Sinha, and Ignacio Gafo

Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start?

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Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start?

Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan.

In the final capstone project you will develop a Marketing Plan for a product or service.

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What's inside

Five courses

Market Research and Consumer Behavior

(0 hours)
Your marketing quest starts here! This course lays the groundwork for a successful marketing strategy. It covers market research and consumer behavior.

Positioning: What you need for a successful Marketing Strategy

(0 hours)
Positioning is the core of any Marketing Strategy. It is the process of defining your target market and developing a marketing mix that will appeal to them. This course will guide you through the essential stages of this key marketing process.

Marketing Mix Fundamentals

Marketing Mix Fundamentals introduces the 4 P’s of Marketing (Product, Pricing, Place, Promotion). It helps you strategically analyze your product and/or service, and decide where and how you want to market it.

The Marketing Plan

(0 hours)
Create your own Marketing Plan for your own product or service idea. In this course, you will learn how to produce the most important marketing tool for any business. You will be asked each week to complete a peer-graded assignment which will help you complete a simplified version of the plan.

Marketing Strategy Capstone Project

The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice.

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