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Ramon Diaz-Bernardo
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.
Your analysis will focus on Tesla Motor's and the launch of their Model X automobile. After making decisions regarding each of the four P's in peer graded exercises, you will prepare a final presentation for the launch of the car.
Register for this course and see more details by visiting:
OpenCourser.com/course/b5lecj/marketing
What's inside
Syllabus
Introduction to this capstone and the Tesla Motor's case study.
In this module you will be introduced to the Tesla Motor's through a case study. This will form the basis of this capstone, along with other information about the company. You will also find information about what will be required of you in each of the modules. In this particular case we are going to talk about the launch of the new model X, so we have to go back to 2014, when this case was written and take into consideration everything we have seen in the specialization. At the end of each week (excluding week 1) you will have a quiz, where you will be able to apply the theory learned during this specialization regarding the Model S, the model already in the market. Also week's 2 through 5, you will need to complete a peer graded assignment regarding the new Model X. In addition to this a final peer graded final presentation will need to be prepared at the end of Week 5 - here you will have to take decisions as marketing director of tesla and support these.
Read more
Syllabus
Introduction to this capstone and the Tesla Motor's case study.
In this module you will be introduced to the Tesla Motor's through a case study. This will form the basis of this capstone, along with other information about the company. You will also find information about what will be required of you in each of the modules. In this particular case we are going to talk about the launch of the new model X, so we have to go back to 2014, when this case was written and take into consideration everything we have seen in the specialization. At the end of each week (excluding week 1) you will have a quiz, where you will be able to apply the theory learned during this specialization regarding the Model S, the model already in the market. Also week's 2 through 5, you will need to complete a peer graded assignment regarding the new Model X. In addition to this a final peer graded final presentation will need to be prepared at the end of Week 5 - here you will have to take decisions as marketing director of tesla and support these.
Read more
Brand and product management decisions
In this module you will apply the theory you have learned from the Brand and Product Management course to the Tesla Motors case study. After an introduction to the module from the professor, we recommend that you review some of the key lectures from the Brand and Product Management course. Finally, you will be able to check your understanding of the current situation in a practice quiz and make decisions about the Model X in the peer graded assignment.
Pricing strategy decisions
In this module you will apply the theory you have learned from the pricing strategy course to the Tesla Motors case study. The structure of this module will be similar to that of the previous week, with a practice quiz and peer graded assignment making up the assessments.
Channel management and retailing decisions
By this time you have probably realized that Tesla Motor's channel management is unlike those of regular automobile manufacturers. In this week, you will study more closely Tesla's distribution strategy and think about how whether it is suitable for the launch of Model X. As before, you will firstly analyze the current situation of Model S and then move on to making channel management decisions for Model X.
Integrated marketing communication decisions and final deliverable
During the final week of this capstone project you will consider the intergrated marketing decisions of Tesla and its new Model X. In this week, in addition to the regular assessments, you will also be required to prepare a final presentation - this will be structured around the Marketing Mix and will include new decisions that you will need to make about the Model X.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Examines the launch of Tesla's Model X, a highly relevant case study in the automotive industry
Develops and applies core marketing concepts to a real-world scenario, providing practical experience and insights
Guided by Ramon Diaz-Bernardo, a respected expert in marketing and innovation
Requires completion of four prerequisite courses, potentially limiting accessibility
Focuses on a single case study, which may limit the applicability of learnings to other contexts
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Reviews summary
Highly regarded marketing mix course
Learners say this is an excellent course that provides a holistic approach to applying marketing mix principles to real business situations. They found the course to be engaging and enjoyable with real-world examples and a well-constructed capstone. However, some learners expressed disappointment that the case study is outdated and that the grading rules were too strict.
Real-world case study
"The capstone was well constructed and the choice of Tesla as a case study was on point."
"However, it would be nice to have the option of preparing a marketing mix plan for our own business - as an option to replace the capstone."
Grading rules are strict
"It is also disappointing, that grade rules are so strict. There are key words and concepts given for grading, which totally throws away any thinking outside of the box."
Case study is outdated
"It is extremely difficult to rate this course. The final project is extremely interesting [...] However, the case study is from 2015 and hasn't been updated since."
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 Implementation Capstone with these
activities:
Complete practice exercises on marketing concepts
Show steps
Strengthen your understanding of fundamental marketing concepts by completing practice exercises, which will reinforce your knowledge and prepare you for the course.
Browse courses on
Marketing Concepts
Show steps
-
Find online practice exercises or quizzes on marketing concepts.
-
Complete the exercises and review your answers to identify areas where you need further study.
Read 'Marketing Management' by Philip Kotler
Show steps
Gain a deeper understanding of the core concepts of marketing, which will provide a solid foundation for the course.
Show steps
-
Purchase a copy of the book, either physical or electronic.
-
Read the book and take notes on the key marketing concepts discussed.
-
Summarize the main points of each chapter in your own words.
Watch video tutorials on marketing strategies
Show steps
Gain practical insights into different marketing strategies by watching video tutorials from industry experts, which will complement the theoretical knowledge you gain in the course.
Browse courses on
Marketing Strategies
Show steps
-
Search for video tutorials on marketing strategies on platforms like YouTube or Coursera.
-
Watch the tutorials and take notes on key concepts and case studies.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Create a marketing plan for a new product
Show steps
Apply the concepts learned in the course to a real-world scenario, which will enhance your understanding of the marketing planning process.
Browse courses on
Marketing Plan Development
Show steps
-
Identify a new product that you are interested in.
-
Conduct market research to gather data on the target audience, competition, and market trends.
-
Develop a marketing strategy that outlines your target market, value proposition, and marketing mix.
-
Create a marketing plan that details your marketing activities, budget, and timeline.
-
Present your marketing plan to a group of peers or mentors for feedback.
Write a blog post or article about the marketing mix
Show steps
Reinforce your understanding of the marketing mix by explaining it to others in a blog post or article, which will help you solidify your knowledge.
Browse courses on
Marketing Mix
Show steps
-
Choose a specific aspect of the marketing mix that you want to focus on.
-
Research the topic thoroughly to gather data and examples.
-
Write a blog post or article that is informative and engaging, explaining the concept and providing real-world examples.
-
Publish your blog post or article on a relevant platform.
Develop a presentation on the launch strategy for a new product
Show steps
Demonstrate your understanding of the product launch process by creating a presentation that outlines a launch strategy for a specific product, which will provide practical experience in this key marketing activity.
Browse courses on
Marketing Communication
Show steps
-
Select a new product that has recently been launched or is about to be launched.
-
Research the product, its target market, and the competitive landscape.
-
Develop a launch strategy that includes marketing objectives, target audience, marketing mix, and budget.
-
Create a presentation that outlines your launch strategy and provides supporting data and visuals.
-
Present your launch strategy to a group of peers or mentors for feedback.
Contribute to an open-source marketing project
Show steps
Apply your marketing knowledge to a real-world project by contributing to an open-source marketing tool or resource, which will provide practical experience and showcase your skills.
Browse courses on
Marketing Tools
Show steps
-
Identify an open-source marketing project that aligns with your interests.
-
Join the project's community and learn about the project's goals and needs.
-
Contribute to the project by providing code, documentation, or other resources.
Complete practice exercises on marketing concepts
Show steps
Strengthen your understanding of fundamental marketing concepts by completing practice exercises, which will reinforce your knowledge and prepare you for the course.
Browse courses on
Marketing Concepts
Show steps
Show steps
Show steps
- Find online practice exercises or quizzes on marketing concepts.
- Complete the exercises and review your answers to identify areas where you need further study.
Read 'Marketing Management' by Philip Kotler
Show steps
Gain a deeper understanding of the core concepts of marketing, which will provide a solid foundation for the course.
Show steps
Show steps
Show steps
- Purchase a copy of the book, either physical or electronic.
- Read the book and take notes on the key marketing concepts discussed.
- Summarize the main points of each chapter in your own words.
Watch video tutorials on marketing strategies
Show steps
Gain practical insights into different marketing strategies by watching video tutorials from industry experts, which will complement the theoretical knowledge you gain in the course.
Browse courses on
Marketing Strategies
Show steps
Show steps
Show steps
- Search for video tutorials on marketing strategies on platforms like YouTube or Coursera.
- Watch the tutorials and take notes on key concepts and case studies.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Create a marketing plan for a new product
Show steps
Apply the concepts learned in the course to a real-world scenario, which will enhance your understanding of the marketing planning process.
Browse courses on
Marketing Plan Development
Show steps
Show steps
Show steps
- Identify a new product that you are interested in.
- Conduct market research to gather data on the target audience, competition, and market trends.
- Develop a marketing strategy that outlines your target market, value proposition, and marketing mix.
- Create a marketing plan that details your marketing activities, budget, and timeline.
- Present your marketing plan to a group of peers or mentors for feedback.
Write a blog post or article about the marketing mix
Show steps
Reinforce your understanding of the marketing mix by explaining it to others in a blog post or article, which will help you solidify your knowledge.
Browse courses on
Marketing Mix
Show steps
Show steps
Show steps
- Choose a specific aspect of the marketing mix that you want to focus on.
- Research the topic thoroughly to gather data and examples.
- Write a blog post or article that is informative and engaging, explaining the concept and providing real-world examples.
- Publish your blog post or article on a relevant platform.
Develop a presentation on the launch strategy for a new product
Show steps
Demonstrate your understanding of the product launch process by creating a presentation that outlines a launch strategy for a specific product, which will provide practical experience in this key marketing activity.
Browse courses on
Marketing Communication
Show steps
Show steps
Show steps
- Select a new product that has recently been launched or is about to be launched.
- Research the product, its target market, and the competitive landscape.
- Develop a launch strategy that includes marketing objectives, target audience, marketing mix, and budget.
- Create a presentation that outlines your launch strategy and provides supporting data and visuals.
- Present your launch strategy to a group of peers or mentors for feedback.
Contribute to an open-source marketing project
Show steps
Apply your marketing knowledge to a real-world project by contributing to an open-source marketing tool or resource, which will provide practical experience and showcase your skills.
Browse courses on
Marketing Tools
Show steps
Show steps
Show steps
- Identify an open-source marketing project that aligns with your interests.
- Join the project's community and learn about the project's goals and needs.
- Contribute to the project by providing code, documentation, or other resources.
Career center
Learners who complete Marketing Mix Implementation Capstone will develop knowledge and skills
that may be useful to these careers:
Product Manager
Product Manager
A Product Manager is responsible for the development and launch of new products or services. They work closely with engineering, marketing, and sales to ensure that products meet the needs of customers. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a hands-on experience in launching a new product. You will learn how to conduct market research, develop product specifications, and create a marketing plan.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and managing a brand's identity, reputation, and marketing strategy. They work closely with marketing, sales, and public relations to ensure that the brand is consistently represented across all channels. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of brand management principles. You will learn how to develop brand positioning, create brand messaging, and manage brand reputation.
Marketing Manager
Marketing Manager
A Marketing Manager is accountable for developing and executing marketing campaigns that promote products or services. They oversee all aspects of marketing, from market research and competitive analysis to advertising and public relations. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of the four Ps of marketing: product, price, place, and promotion. You will learn how to develop and implement marketing strategies that are aligned with your target market and business objectives.
Marketing Consultant
Marketing Consultant
A Marketing Consultant provides marketing advice and services to businesses. They help businesses develop and implement marketing strategies, create marketing materials, and manage marketing campaigns. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a comprehensive understanding of marketing principles and practices. You will learn how to conduct market research, develop marketing plans, and create effective marketing campaigns.
Advertising Manager
Advertising Manager
An Advertising Manager is responsible for developing and implementing advertising campaigns. They work closely with marketing, sales, and creative teams to ensure that advertising campaigns are aligned with business objectives. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of advertising principles and practices. You will learn how to develop advertising strategies, create advertising campaigns, and measure advertising effectiveness.
Sales Manager
Sales Manager
A Sales Manager is responsible for managing a team of sales representatives and achieving sales goals. They develop and implement sales strategies, provide sales training, and monitor sales performance. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of sales management principles. You will learn how to develop sales plans, motivate sales teams, and close deals.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public relations and communications. They develop and implement public relations campaigns, manage media relations, and respond to media inquiries. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of public relations principles and practices. You will learn how to develop public relations plans, write press releases, and manage media relations.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for developing and implementing digital marketing campaigns. They work closely with marketing, sales, and creative teams to ensure that digital marketing campaigns are aligned with business objectives. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of digital marketing principles and practices. You will learn how to develop digital marketing strategies, create digital marketing campaigns, and measure digital marketing effectiveness.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for developing and implementing social media strategies. They work closely with marketing, sales, and creative teams to ensure that social media campaigns are aligned with business objectives. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of social media principles and practices. You will learn how to develop social media strategies, create social media campaigns, and measure social media effectiveness.
Market Research Analyst
Market Research Analyst
A Market Research Analyst is responsible for conducting market research and providing insights to businesses. They collect and analyze data on consumer behavior, market trends, and competitive landscapes. The Marketing Mix Implementation Capstone course can help you develop the skills you need to succeed in this role by providing you with a deep understanding of market research principles and practices. You will learn how to design and conduct market research studies, analyze data, and present findings.
Data Analyst
Data Analyst
A Data Analyst is responsible for collecting, analyzing, and interpreting data. They use data to identify trends, patterns, and insights that can help businesses make better decisions. The Marketing Mix Implementation Capstone course may be useful for you if you are interested in a career as a Data Analyst. The course will provide you with a foundation in data analysis principles and practices.
Business Analyst
Business Analyst
A Business Analyst is responsible for analyzing business processes and systems and recommending improvements. They work closely with business stakeholders to identify business needs and develop solutions. The Marketing Mix Implementation Capstone course may be useful for you if you are interested in a career as a Business Analyst. The course will provide you with a foundation in business analysis principles and practices.
Project Manager
Project Manager
A Project Manager is responsible for planning, organizing, and executing projects. They work closely with stakeholders to define project scope, develop project plans, and manage project resources. The Marketing Mix Implementation Capstone course may be useful for you if you are interested in a career as a Project Manager. The course will provide you with a foundation in project management principles and practices.
Financial Analyst
Financial Analyst
A Financial Analyst is responsible for analyzing financial data and providing insights to businesses. They use financial data to identify trends, patterns, and risks that can help businesses make better decisions. The Marketing Mix Implementation Capstone course may be useful for you if you are interested in a career as a Financial Analyst. The course will provide you with a foundation in financial analysis principles and practices.
Operations Manager
Operations Manager
An Operations Manager is responsible for managing the day-to-day operations of a business. They ensure that business processes are efficient and effective and that resources are used effectively. The Marketing Mix Implementation Capstone course may be useful for you if you are interested in a career as an Operations Manager. The course will provide you with a foundation in operations management principles and practices.
For more career information including salaries, visit:
OpenCourser.com/course/b5lecj/marketing
Reading list
We've selected 31 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 Implementation Capstone .
Save
Provides a behind-the-scenes look at Tesla Motors and its founder, Elon Musk. It valuable resource for students and professionals who want to learn more about the company's history, culture, and products.
Save
Provides a comprehensive overview of marketing management, covering the four Ps of marketing (product, price, place, and promotion). It valuable resource for students and professionals who want to learn more about marketing strategy and implementation.
Save
Provides a comprehensive overview of marketing management, covering the four Ps of marketing (product, price, place, and promotion). It valuable resource for students and practitioners alike.
Presents 22 laws of marketing that are essential for success. It must-read for anyone involved in marketing.
Save
Provides a framework for developing good strategy. It valuable resource for students and professionals who want to learn more about how to create and implement a successful strategy.
Provides a comprehensive overview of integrated marketing communications, covering topics such as IMC planning, IMC strategy, and IMC measurement. It valuable resource for students and professionals who want to learn more about how to create and implement effective IMC campaigns.
Provides a theory of innovation and how large companies can avoid the innovator's dilemma. It valuable resource for students and professionals who want to learn more about how to bring new products and services to market.
Save
Provides a comprehensive guide to conducting effective marketing research. It valuable resource for students and professionals who want to learn more about how to collect and analyze data to make better marketing decisions.
Save
Provides a strategic decision-making approach to marketing management. It valuable resource for students and professionals who want to learn more about how to make better marketing decisions.
Save
Provides a practical guide to using data to improve marketing performance. It valuable resource for students and professionals who want to learn more about how to use data to make better marketing decisions.
Explains the importance of positioning in marketing. It valuable resource for anyone who wants to create a strong brand.
Provides 22 immutable laws of marketing. It valuable resource for students and professionals who want to learn more about the fundamental principles of marketing.
Provides a comprehensive overview of marketing fundamentals, covering topics such as marketing strategy, marketing research, and marketing communications. It valuable resource for students and professionals who want to learn more about the basics of marketing.
Provides a guide to positioning your product or service in the minds of your customers. It valuable resource for students and professionals who want to learn more about how to create a strong brand.
Provides a step-by-step guide to creating a marketing plan. It valuable resource for students and professionals who want to learn more about how to develop and implement a marketing plan.
Provides a step-by-step guide to building a successful startup. It valuable resource for anyone who wants to start their own business.
Provides a contrarian view of innovation. It argues that the best way to create a successful business is to focus on creating something new and unique.
Save
Provides a practical guide to getting your startup off the ground. It covers everything from finding your target market to building a sales pipeline.
Discusses the challenges that companies face when crossing the chasm from early adopters to mainstream customers. It valuable resource for anyone who wants to grow their business.
Classic text on military strategy. It valuable resource for anyone who wants to understand the principles of competition.
Provides a concise and accessible overview of the core concepts of business. It great resource for anyone who wants to learn the basics of business without having to go to business school.
Provides a candid and insightful look at the challenges of running a startup. It must-read for anyone who is serious about building a successful business.
Provides a psychological perspective on marketing. It valuable resource for anyone who wants to understand the human factors that influence consumer behavior.
Provides a framework for creating new markets and competing in them without head-to-head competition. It valuable resource for anyone who wants to find new ways to grow their business.
Save
Provides a practical guide to building a successful career in the 21st century economy. It must-read for anyone who wants to take control of their career and achieve their full potential.
Save
Discusses the importance of culture in organizations. It valuable resource for anyone who wants to create a high-performing team.
Provides a practical framework for developing and evaluating business models. It valuable resource for anyone who wants to start a new business or improve an existing one.
Save
Discusses the science of habit formation. It valuable resource for anyone who wants to change their behavior.
Provides a practical guide to building successful products. It valuable resource for anyone who wants to learn about product development.
Discusses the principles of good design. It valuable resource for anyone who wants to create products that are easy to use.
Save
Discusses the characteristics of successful innovators. It valuable resource for anyone who wants to develop their innovative skills.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/b5lecj/marketing
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Effort
5 weeks of study, 4-6 hours/week
Level
Intermediate
Via
Coursera
Institution
IE Business School
Instructor
Ramon Diaz-Bernardo
Language
English
Transcripts
Español
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آذربایجان دیلی
This course belongs to a
collection
called
Marketing Mix Implementation. It's comprised of five courses:
- Brand and Product Management
- Channel Management and Retailing
- Marketing Mix Implementation Capstone (viewing)
- Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
- Pricing Strategy
Good to know
Examines the launch of Tesla's Model X, a highly relevant case study in the automotive industry
Develops and applies core marketing concepts to a real-world scenario, providing practical experience and insights
Guided by Ramon Diaz-Bernardo, a respected expert in marketing and innovation
Requires completion of four prerequisite courses, potentially limiting accessibility
Focuses on a single case study, which may limit the applicability of learnings to other contexts
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