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Marketing Mix Fundamentals

Maria Teresa Aranzabal and Fernando Cortiñas

Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, Place and Promotion), this course forces you to strategically analyze your product and/or service.

The Product session is designed to provide you with the knowledge to understand and manage the strategic role of brands and products in generating business results, whilst the focus on Pricing will cover the main concepts and techniques to formulate prices. Compliment this with skills from the “P” session Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service. Finally, through the Promotional activities (Communication) session, explore the different communication channels available and understand the importance of the media plan, dealing specifically with social media and omni-channel strategy.

IE Professors Maria Teresa Aranzabal and Fernando Cortiñas will guide you through this incredibly important stage of marketing strategy using expert interviews with industry professionals. After this course you will be ready to decide where and how you want to market your product.

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What's inside

Syllabus

Product and Product Policy

At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.

Price and Pricing Policy

At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.

Channel Management and Retailing

At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.

Marketing Communications

At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches industry standard techniques for strategic price formulation

Develops skills in managing and analyzing strategic brand development

Taught by esteemed IE professors with expertise in marketing

Examines a range of communication channels, including social media and omni-channel strategies

Helps students understand the role of product life cycles in developing a winning strategy

Covers key distribution channels and strategies for both products and services

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Reviews summary

Marketing mix fundamentals: engaging lessons

Learners say that the "Marketing Mix Fundamentals" course on Coursera is characterized by engaging assignments and well presented information. Most learners found the lessons to be informative and helpful in improving their marketing skills. Many students appreciated the use of real-world examples and case studies to illustrate key concepts. The variety of teaching formats, including videos, articles, and quizzes, enhances the learning experience.

Well-structured with a good mix of videos, readings, and quizzes.

"The course was very satisfactory and well organized, structured, and presented."

"The course is interesting, illustrated with numerous examples and up-to-date with today's and tomorrow's trends."

"The videos were very helpful, and especially having everything on writing too, to be able to read it by myself while watching the videos."

Emphasizes practical applications of marketing concepts through case studies and examples.

"Superb way of teaching and got to learn about many retail business and more marketing technique."

"Great course to learn about Marketing Fundamentals. I highly recommend this course."

"The course was very satisfactory and well organized, structured, and presented."

Features engaging and knowledgeable instructors who make the learning process enjoyable.

"Genial todo el curso, les agradezco mucho por compartir sus conocimientos"

"Very professional, you feel yourself following thoses ineteresting informations in a such a concreet way !Articles, scientific researches, videos well staged.."

"I have identified 3. Overall it is good... however compared to the previous one Positioning, that is much better than this."

Provides a wealth of valuable information on marketing fundamentals.

"This course is so helpful for me. I have learned so many things by doing this course."

"Very simple and best way to learning about the marketing mix."

"The marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering."

Some learners have difficulty understanding the instructors due to pronunciation or accent.

"Though is a pretty good, is just confusing sometimes for the thick accent of the teachers (and the worst worst transcripts ever)"

"Moreove, it was difficult to understand the pronunciation sometimes. Therefore, I recommend using subtitles."

"It was such a nightmare for me in the first graded quiz."

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 Marketing Mix Fundamentals with these activities:

Form a study group with other students in the course

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Enhance understanding of course concepts through peer collaboration

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Find other students in the course who are interested in forming a study group.
Meet regularly to discuss course material.
Work together on assignments and projects.
Quiz each other on key concepts.
Provide support and encouragement to each other.

Follow a tutorial on how to use a marketing automation tool

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Enhance practical skills in using marketing automation tools

Browse courses on Marketing Automation

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Choose a marketing automation tool to learn.
Find a tutorial on how to use the tool.
Follow the tutorial step-by-step.
Practice using the tool to complete marketing tasks.
Ask for help from a mentor or colleague if needed.

Read Marketing Management by Philip Kotler

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Develop a solid foundation in the fundamentals of marketing management

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Read Chapters 1-5 to gain an overview of marketing concepts and strategies.
Read Chapters 6-10 to learn about product, pricing, and distribution strategies.
Read Chapters 11-15 to learn about promotion and communication strategies.
Read Chapters 16-20 to learn about global marketing and marketing ethics.
Summarize the key concepts from each chapter in your own words.

Five other activities

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Attend a workshop on digital marketing

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Gain exposure to latest trends and best practices in digital marketing

Browse courses on Digital Marketing

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Find a workshop on digital marketing that is relevant to your interests.
Register for the workshop.
Attend the workshop and participate in the activities.
Take notes and ask questions during the workshop.
Follow up with the workshop organizers or speaker after the event.

Create a presentation on the 4Ps of marketing

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Develop a comprehensive understanding of the 4Ps of marketing

Browse courses on Marketing Mix

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Gather information about the 4Ps of marketing.
Create a presentation that is visually appealing and informative.
Practice delivering the presentation.
Present the presentation to a group of peers or colleagues.
Get feedback on the presentation.

Write a blog post about a topic related to the marketing mix

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Demonstrate understanding of marketing mix concepts by creating original content

Browse courses on Marketing Strategies

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Choose a topic related to the marketing mix.
Research the topic to gather information.
Write a blog post that is informative and engaging.
Promote the blog post on social media and other channels.
Track the results of the blog post to see how it performs.

Develop a marketing plan for a new product

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Apply the marketing mix principles to a real-world scenario

Browse courses on Marketing Strategy

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Identify the target market for the new product.
Develop a product positioning statement.
Determine the marketing mix strategies (4Ps).
Create a marketing budget.
Develop a marketing timeline.

Contribute to an open-source marketing project

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Gain practical experience in marketing while contributing to the community

Browse courses on Marketing Tools

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Find an open-source marketing project that interests you.
Read the project documentation and contribute code or other resources.
Attend project meetings and participate in discussions.
Help to promote the project to other users.
Share your experiences with the project community.

Career center

Learners who complete Marketing Mix Fundamentals will develop knowledge and skills that may be useful to these careers:

Chief Marketing Officer

Chief Marketing Officers are responsible for the overall marketing strategy of an organization. They must have a strong understanding of the marketing mix, the competitive landscape, and the latest marketing trends. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Chief Marketing Officer.

See salaries and explore the career path for Chief Marketing Officer

Marketing Professor

Marketing Professors teach marketing principles and theories to students. They must have a strong understanding of the marketing mix, the latest marketing research, and the best practices in marketing education. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Marketing Professor.

See salaries and explore the career path for Marketing Professor

Marketing Consultant

Marketing Consultants provide marketing advice to businesses. They must have a strong understanding of the marketing mix, the competitive landscape, and the latest marketing trends. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Marketing Consultant.

See salaries and explore the career path for Marketing Consultant

Marketing Researcher

Marketing Researchers conduct research to understand the effectiveness of marketing campaigns. They must have a strong understanding of research methods, the marketing mix, and the latest marketing trends. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Marketing Researcher.

See salaries and explore the career path for Marketing Researcher

Market Research Analyst

Market Research Analysts conduct research to understand the market, the target audience, and the competitive landscape. They must have a strong understanding of research methods and the marketing mix. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Market Research Analyst.

See salaries and explore the career path for Market Research Analyst

Product Manager

Product Managers are responsible for the development, launch, and management of products. They must have a deep understanding of the market, the product, and the marketing mix. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Product Manager.

See salaries and explore the career path for Product Manager

Digital Marketing Specialist

Digital Marketing Specialists develop and execute digital marketing campaigns. They must have a strong understanding of digital marketing channels, the target audience, and the marketing mix. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Digital Marketing Specialist.

See salaries and explore the career path for Digital Marketing Specialist

Media Buyer

Media Buyers plan and purchase advertising campaigns. They must have a strong understanding of the media landscape, the target audience, and the marketing mix. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Media Buyer.

See salaries and explore the career path for Media Buyer

Social Media Manager

Social Media Managers plan and execute social media campaigns. They must have a strong understanding of social media platforms, the target audience, and the marketing mix. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Social Media Manager.

See salaries and explore the career path for Social Media Manager

Marketing Manager

Marketing Managers oversee planning, developing, and executing marketing campaigns. They must have a strong understanding of the target market, the marketing mix, and the competitive landscape. The Marketing Mix Fundamentals course can provide the necessary knowledge foundation for success in this field.

See salaries and explore the career path for Marketing Manager

Content Marketing Manager

Content Marketing Managers plan and create content to attract and engage customers. They must have a strong understanding of content marketing principles, the target audience, and the marketing mix. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as a Content Marketing Manager.

See salaries and explore the career path for Content Marketing Manager

Brand Manager

A Brand Manager is tasked with the overall management of a brand, and is responsible for many aspects of the product including pricing, marketing, and brand strategy. To succeed in this career, it is essential to have a strong understanding of all aspects of the marketing mix. The Marketing Mix Fundamentals course can provide both the foundational knowledge and the practical skills necessary to succeed as a Brand Manager.

See salaries and explore the career path for Brand Manager

Account Manager

Account Managers are responsible for managing relationships with key customers. They must have a strong understanding of the customer's business, the marketing mix, and the competitive landscape. The Marketing Mix Fundamentals course can provide the skills and knowledge needed to succeed as an Account Manager.

See salaries and explore the career path for Account Manager

Public relations manager

Public Relations Managers manage the public relations of an organization. They must have a strong understanding of public relations principles, the media landscape, and the marketing mix. The Marketing Mix Fundamentals course may be helpful for Public Relations Managers who need to develop a better understanding of the marketing side of their business.

See salaries and explore the career path for Public relations manager

Sales Manager

Sales Managers oversee the sales team and are responsible for achieving sales targets. They must have a strong understanding of the market, the products, and the sales process. The Marketing Mix Fundamentals course may be helpful for Sales Managers who need to develop a better understanding of the marketing side of their business.

See salaries and explore the career path for Sales Manager

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 Marketing Mix Fundamentals.

Marketing Management

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This classic textbook provides a comprehensive overview of marketing management, covering the four Ps of marketing (product, price, place, and promotion) in detail. It valuable reference for students and professionals alike.

Marketing Mix Fundamentals

What's inside

Syllabus

Good to know

Save this course

Reviews summary

Marketing mix fundamentals: engaging lessons

Activities

Career center

Reading list

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