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Ramon Diaz-Bernardo
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.
Read more
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.
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/3d9d04/the
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What's inside
Syllabus
Analysis
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.
Read more
Syllabus
Analysis
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.
Read more
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.
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.
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.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores marketing plan creation, which is standard in business
Taught by Ramon Diaz Bernardo, highly regarded professor with 20 years experience
Emphasizes practical application through weekly peer-graded assignments
Covers all essential stages of marketing plan development
Provides opportunity to analyze a real-world case study
Guided by interviews with leading marketing experts
Save this course
Save The Marketing Plan to your list so you can find it easily later:
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Reviews summary
Well-received marketing plan course
Learners say this well-received course on The Marketing Plan is largely positive. Its strengths are the engaging and insightful readings and videos. On the other hand, learners complain that this course lacks live sessions and hands-on assignments.
Clear and organized structure
"The way this course is designed and professors articulate subject, it is just awesome"
"course was in my opinion the best one out of the 4 course"
"Very good course. Manages to cover the berth of the marketing plan, in a simple, easy to follow and engaging manner."
Knowledgeable and engaging instructor
"The professor, inigualable, conocedor del contenido impartido y un excelente profesional."
"EXCELLENT! The content was explained in a methodical way. The professor was highly knowledgeable..."
"The professor explained each phrase of the marketing plan clearly."
Valuable and insightful content
"Content is really valuable and useful!"
"It's one of the best courses I've ever seen"
"enabled me to improve my brand plan in real life"
No live sessions offered
"This is the first subscription I cancelled. It was very difficult to get into the content."
"I wish there was a way to hear comments from the professor on a few submissions after completing the assignments."
Limited opportunities for hands-on practice
"it needs more in the practical part"
"The course was in my opinion the best one out of the 4 course but the english subtitles were often wrong."
"The peer graded assignments provide easy grading but no real feedback on the work you've submitted"
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in The Marketing Plan with these
activities:
Compile a Marketing Resources Toolkit
Show steps
Gather and organize essential marketing resources, including industry reports, case studies, and articles, for future reference.
Show steps
-
Identify credible sources of marketing information.
-
Download and organize relevant reports, case studies, and articles.
Follow Tutorials on Digital Marketing Tools and Techniques
Show steps
Enhance your practical skills by following guided tutorials on digital marketing tools and techniques.
Browse courses on
Digital Marketing Tools
Show steps
-
Identify relevant tutorials on reputable platforms like Coursera, Udemy, or LinkedIn Learning.
-
Follow the tutorials step-by-step and complete the exercises.
Read 'Principles of Marketing' by Philip Kotler and Kevin Lane Keller
Show steps
Review the essential concepts and frameworks of marketing to lay a solid foundation for your understanding of the course material.
View
Marketing Management, Global Edition
on Amazon
Show steps
-
Read each chapter thoroughly, taking notes on key concepts and definitions.
-
Complete the end-of-chapter questions and exercises to test your comprehension.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Join a Study Group or Discussion Forum
Show steps
Engage with fellow students to share knowledge, clarify concepts, and expand your perspectives on marketing.
Show steps
-
Join or organize a study group with classmates.
-
Participate in discussions, asking questions, and sharing your insights.
Practice Market Analysis Techniques
Show steps
Sharpen your ability to conduct market research, analyze customer behavior, and identify market opportunities.
Browse courses on
Market Analysis
Show steps
-
Use online tools or surveys to collect data from potential customers.
-
Analyze the data using statistical and analytical techniques.
-
Identify patterns and trends in consumer behavior.
Create a Social Media Campaign for a Nonprofit Organization
Show steps
Apply your knowledge of marketing to create a social media campaign that raises awareness and support for a worthy cause.
Browse courses on
Social Media Marketing
Show steps
-
Identify a nonprofit organization and its mission.
-
Develop a social media strategy that aligns with the organization's goals.
-
Create engaging content that resonates with the target audience.
-
Monitor and track the campaign's performance and make adjustments as needed.
Develop a Marketing Plan for a New Product or Service
Show steps
Put your learning into practice by developing a comprehensive marketing plan for a hypothetical or real-world product or service.
Browse courses on
Marketing Plan
Show steps
-
Define your target market and identify their needs.
-
Develop a marketing strategy that outlines your value proposition and competitive differentiation.
-
Create a marketing mix that includes product, price, promotion, and placement.
-
Monitor and evaluate the effectiveness of your marketing plan and make adjustments as needed.
Compile a Marketing Resources Toolkit
Show steps
Gather and organize essential marketing resources, including industry reports, case studies, and articles, for future reference.
Show steps
Show steps
Show steps
- Identify credible sources of marketing information.
- Download and organize relevant reports, case studies, and articles.
Follow Tutorials on Digital Marketing Tools and Techniques
Show steps
Enhance your practical skills by following guided tutorials on digital marketing tools and techniques.
Browse courses on
Digital Marketing Tools
Show steps
Show steps
Show steps
- Identify relevant tutorials on reputable platforms like Coursera, Udemy, or LinkedIn Learning.
- Follow the tutorials step-by-step and complete the exercises.
Read 'Principles of Marketing' by Philip Kotler and Kevin Lane Keller
Show steps
Review the essential concepts and frameworks of marketing to lay a solid foundation for your understanding of the course material.
View
Marketing Management, Global Edition
on Amazon
Show steps
Show steps
Show steps
- Read each chapter thoroughly, taking notes on key concepts and definitions.
- Complete the end-of-chapter questions and exercises to test your comprehension.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Join a Study Group or Discussion Forum
Show steps
Engage with fellow students to share knowledge, clarify concepts, and expand your perspectives on marketing.
Show steps
Show steps
Show steps
- Join or organize a study group with classmates.
- Participate in discussions, asking questions, and sharing your insights.
Practice Market Analysis Techniques
Show steps
Sharpen your ability to conduct market research, analyze customer behavior, and identify market opportunities.
Browse courses on
Market Analysis
Show steps
Show steps
Show steps
- Use online tools or surveys to collect data from potential customers.
- Analyze the data using statistical and analytical techniques.
- Identify patterns and trends in consumer behavior.
Create a Social Media Campaign for a Nonprofit Organization
Show steps
Apply your knowledge of marketing to create a social media campaign that raises awareness and support for a worthy cause.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Identify a nonprofit organization and its mission.
- Develop a social media strategy that aligns with the organization's goals.
- Create engaging content that resonates with the target audience.
- Monitor and track the campaign's performance and make adjustments as needed.
Develop a Marketing Plan for a New Product or Service
Show steps
Put your learning into practice by developing a comprehensive marketing plan for a hypothetical or real-world product or service.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Define your target market and identify their needs.
- Develop a marketing strategy that outlines your value proposition and competitive differentiation.
- Create a marketing mix that includes product, price, promotion, and placement.
- Monitor and evaluate the effectiveness of your marketing plan and make adjustments as needed.
Career center
Learners who complete The Marketing Plan will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
Marketing Managers are responsible for planning and executing marketing campaigns that achieve specific business goals. This course will teach you how to develop a marketing plan, including market research, target market identification, and marketing mix strategies. You will also learn how to measure and evaluate the effectiveness of your marketing campaigns.
Product Manager
Product Manager
Product Managers are responsible for developing and managing products that meet the needs of customers. This course will help you understand the marketing planning process from a product development perspective. You will learn how to conduct market research, identify target markets, and develop product strategies that will maximize customer satisfaction and drive sales.
Digital Marketing Manager
Digital Marketing Manager
Digital Marketing Managers are responsible for planning and executing marketing campaigns that are delivered through digital channels. This course will teach you how to develop a digital marketing plan, including search engine optimization (SEO), social media marketing, and email marketing. You will also learn how to measure and evaluate the effectiveness of your digital marketing campaigns.
Brand Manager
Brand Manager
Brand Managers are responsible for developing and managing brands that create a positive image in the minds of consumers. This course will teach you how to develop a brand strategy, including brand positioning, brand messaging, and brand identity. You will also learn how to measure and evaluate the effectiveness of your branding efforts.
Chief Marketing Officer
Chief Marketing Officer
The Chief Marketing Officer (CMO) is responsible for developing and executing marketing strategies that align with the overall business objectives. This course provides a comprehensive overview of the marketing planning process, from market research and analysis to developing and implementing marketing campaigns. The hands-on assignments will give you the practical experience you need to succeed in this role.
Market Research Analyst
Market Research Analyst
Market Research Analysts are responsible for conducting market research to gather data about consumers and markets. This course will teach you how to design and conduct market research studies, including surveys, focus groups, and interviews. You will also learn how to analyze and interpret market research data.
Marketing Consultant
Marketing Consultant
Marketing Consultants provide advice and guidance to businesses on marketing strategies and campaigns. This course will give you the knowledge and skills you need to develop and implement effective marketing plans. You will also learn how to measure and evaluate the effectiveness of your marketing efforts.
Advertising Manager
Advertising Manager
Advertising Managers are responsible for planning and executing advertising campaigns. This course will teach you how to develop an advertising plan, including creative development, media planning, and budgeting. You will also learn how to measure and evaluate the effectiveness of your advertising campaigns.
Public relations manager
Public relations manager
Public Relations Managers are responsible for managing the public image of organizations. This course will teach you how to develop and implement public relations campaigns, including media relations, social media, and crisis communications. You will also learn how to measure and evaluate the effectiveness of your public relations efforts.
Sales Manager
Sales Manager
Sales Managers are responsible for leading and motivating sales teams to achieve revenue goals. This course will teach you how to develop and implement sales strategies, including sales forecasting, pricing, and customer relationship management (CRM). You will also learn how to measure and evaluate the effectiveness of your sales efforts.
Business Development Manager
Business Development Manager
Business Development Managers are responsible for identifying and developing new business opportunities for organizations. This course will teach you how to develop and implement business development strategies, including market research, lead generation, and proposal writing. You will also learn how to measure and evaluate the effectiveness of your business development efforts.
Customer Relationship Manager (CRM)
Customer Relationship Manager (CRM)
Customer Relationship Managers (CRMs) are responsible for managing relationships with customers to increase customer satisfaction and loyalty. This course will teach you how to develop and implement CRM strategies, including customer segmentation, customer service, and loyalty programs. You will also learn how to measure and evaluate the effectiveness of your CRM efforts.
Event Manager
Event Manager
Event Managers are responsible for planning and executing events, such as conferences, trade shows, and product launches. This course will teach you how to develop and implement event plans, including venue selection, vendor management, and budget management. You will also learn how to measure and evaluate the effectiveness of your events.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for developing and executing social media strategies for organizations. This course will teach you how to develop and implement social media plans, including content creation, community management, and social media advertising. You will also learn how to measure and evaluate the effectiveness of your social media efforts.
E-commerce Manager
E-commerce Manager
E-commerce Managers are responsible for planning and executing e-commerce strategies for organizations. This course will teach you how to develop and implement e-commerce plans, including website design, product management, and order fulfillment. You will also learn how to measure and evaluate the effectiveness of your e-commerce efforts.
For more career information including salaries, visit:
OpenCourser.com/course/3d9d04/the
Reading list
We've selected 16 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
The Marketing Plan.
Save
This classic marketing textbook provides a comprehensive overview of the marketing process, from market research and segmentation to marketing strategy and implementation. It valuable resource for students and professionals alike.
Presents 22 fundamental principles of marketing that have been proven to be effective over time. It must-read for anyone who wants to understand the basics of marketing.
Explains how to position your product or service in the minds of your target audience. It classic work on marketing strategy that is still relevant today.
Save
Provides a step-by-step guide to getting your startup off the ground. It must-read for any entrepreneur who wants to build a successful business.
Provides a practical guide to building a successful startup. It valuable resource for entrepreneurs and small business owners.
Save
Provides a framework for developing and evaluating effective strategies. It valuable resource for business leaders and entrepreneurs.
Explains why successful companies often fail to innovate. It must-read for any business leader who wants to avoid the pitfalls of disruption.
Provides a framework for creating new markets and avoiding competition. It valuable resource for entrepreneurs and business leaders.
Ce livre fournit un guide étape par étape pour créer un plan marketing. C'est une ressource précieuse pour les étudiants et les professionnels.
Provides a step-by-step guide to creating a marketing plan. It valuable resource for students and professionals alike.
Save
Provides a comprehensive overview of marketing metrics. It valuable resource for students and professionals alike.
Provides a comprehensive overview of marketing research. It valuable resource for students and professionals alike.
Save
Provides a comprehensive overview of digital marketing. It valuable resource for students and professionals alike.
Save
Provides a comprehensive overview of marketing analytics. It valuable resource for students and professionals alike.
Provides a comprehensive overview of marketing communications. It valuable resource for students and professionals alike.
Save
Provides a comprehensive overview of social media marketing. It valuable resource for students and professionals alike.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/3d9d04/the
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Effort
4 weeks of study, 4-7 hours/week
Via
Coursera
Institution
IE Business School
Instructor
Ramon Diaz-Bernardo
Language
English
Transcripts
Español
Français
Português
Deutsch
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中文
العربية
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हिंदी
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tiếng Việt
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آذربایجان دیلی
This course belongs to a
collection
called
Marketing Strategy. It's comprised of five courses:
Good to know
Explores marketing plan creation, which is standard in business
Taught by Ramon Diaz Bernardo, highly regarded professor with 20 years experience
Emphasizes practical application through weekly peer-graded assignments
Covers all essential stages of marketing plan development
Provides opportunity to analyze a real-world case study
Guided by interviews with leading marketing experts
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