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Ramon Diaz-Bernardo
The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts.
Read more
The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts.
Read more
The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts.
After reviewing the material learned you will be asked to analyse the case study: ¨Hotel Ipsum: A Marketing and Commercial Strategy to Survive.¨ Now it’s time to put what you’ve learned to the test! Hotel Ipsum’s General Manager, Rafael Escobedo, is faced with a dilemma: Despite his hotel doing fairly well in terms of sales and profitability, Rafael’s Board of Directors are not satisfied and are demanding an improvement in results. Now it’s up to you to create Rafael’s Marketing Strategy. The outcome could mean one of two things: praise from his Board of Directors…or unemployment!
Along with the Capstone are discussion forums, quizzes and peer reviews to aid you in your understanding of the theory given throughout this Specialization. Share your thoughts, ideas and debate with other like-minded learners from all over the globe with the same interest in expanding their marketing knowledge.
Register for this course and see more details by visiting:
OpenCourser.com/course/sx28lw/marketing
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What's inside
Syllabus
Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
Conducting market analysis through understanding market research and consumer behavior.
Read more
Syllabus
Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
Conducting market analysis through understanding market research and consumer behavior.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Explores the creation of a marketing strategy, which is an industry standard
Teaches the elements of a marketing strategy, which helps learners conduct market research, develop a positioning strategy, create a marketing mix, and plan for expected results
Develops skills in marketing strategy that are core for marketing professionals
Taught by Ramon Diaz-Bernardo, who is recognized for their work in marketing strategy
Examines marketing strategy through the analysis of a case study, which is highly relevant to marketing professionals
Contains quizzes, discussion forums, and peer reviews to strengthen understanding of the course concepts
Save this course
Create your own learning path.
Save this course to your list so you can find it easily later.
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Reviews summary
Practical marketing strategy capstone
According to learners, this capstone project offers a positive opportunity to apply the concepts learned throughout the specialization. Students found the case study to be realistic and a good vehicle for consolidating their understanding of marketing strategy frameworks. Many appreciated the hands-on nature of building a comprehensive marketing plan. While the project structure was generally praised for helping to organize the work, some reviewers noted that the instructions and assessment criteria could sometimes be vague, leading to confusion. The peer review process received mixed feedback; some found it helpful and insightful, while others felt the quality of feedback was inconsistent or unfair, presenting a potential challenge. Overall, students reported gaining confidence in their ability to develop marketing strategies.
Builds on prior specialization courses.
"This capstone heavily relies on the material covered in the earlier courses of the specialization. Don't take it alone."
"Make sure you have a solid grasp of the previous modules before starting the capstone; it's essential."
"It's definitely a capstone – it pulls from everything else, so you need that foundation."
Demanding project requiring significant effort.
"Be prepared to invest a significant amount of time into this project. It's quite demanding."
"This course is challenging but in a good way – it pushes you to really think and apply."
"It took me longer than expected to complete all the components of the marketing plan."
Peer review quality varies significantly.
"Some peer reviews were insightful and helped me improve my work, while others seemed rushed or unhelpful."
"The peer review system is okay, but getting low scores without clear reasoning was frustrating."
"I received valuable feedback from my peers, which was great, but I also reviewed submissions that didn't follow instructions."
Case study provides a relevant business scenario.
"The Hotel Ipsum case study felt very realistic and grounded, making the strategic thinking much more engaging."
"Analyzing the Hotel Ipsum situation was challenging but mirrored real-world marketing problems."
"I enjoyed working on the Hotel Ipsum case; it was a good example for applying the strategy principles."
Excellent opportunity to apply learned concepts.
"The capstone project is an excellent way to put everything I learned into practice. It really helped consolidate my understanding."
"Applying the concepts from the previous courses felt very natural in this project."
"This was the best part of the specialization, truly allowing me to use the frameworks on a realistic scenario."
Instructions and criteria sometimes unclear.
"At times, I found the instructions for specific deliverables a bit vague, leading to uncertainty about expectations."
"The grading criteria could have been clearer, especially for subjective parts of the strategy."
"I had to re-read the assignment details multiple times to fully understand what was required."
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 Strategy Capstone Project with these
activities:
Review Basic Marketing Concepts
Show steps
Refresh your understanding of fundamental marketing concepts to strengthen your foundation for the course.
Browse courses on
Marketing Concepts
Show steps
-
Review your notes or textbooks from previous marketing courses.
-
Read articles or blog posts that provide an overview of marketing concepts.
-
Complete online quizzes or exercises to test your understanding.
Organize Your Course Notes and Materials
Show steps
Stay organized and ensure you have easy access to all relevant course materials.
Show steps
-
Create a dedicated folder or notebook for the course.
-
File or organize your notes, assignments, and other materials in a logical manner.
-
Regularly review and update your materials to ensure they are up-to-date.
Read Marketing Management by Philip Kotler
Show steps
Gain a comprehensive understanding of marketing principles and strategies.
View
Reimagining Operational Excellence:...
on Amazon
Show steps
-
Obtain a copy of the book. This can be done through purchase, rental, or borrowing from a library.
-
Read the book in its entirety.
-
Take notes and highlight important concepts.
-
Complete the end-of-chapter exercises.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Participate in Study Groups or Discussion Forums
Show steps
Engage with fellow learners to exchange ideas, clarify concepts, and enhance your understanding through collaborative learning.
Show steps
-
Join study groups or discussion forums related to marketing.
-
Actively participate in discussions, ask questions, and share your own insights.
-
Collaborate with other learners on projects or assignments.
Follow Online Tutorials on Digital Marketing Tools
Show steps
Enhance your practical skills by following guided tutorials that demonstrate the use of industry-standard marketing tools.
Browse courses on
Digital Marketing
Show steps
-
Identify specific digital marketing tools that you want to learn.
-
Search for reputable online tutorials that provide step-by-step instructions.
-
Follow the tutorials and complete the exercises.
-
Apply what you have learned to your own marketing projects or assignments.
Solve Marketing Case Studies
Show steps
Develop your analytical and problem-solving skills by working through real-world marketing scenarios.
Browse courses on
Marketing Case Studies
Show steps
-
Find marketing case studies online or in textbooks.
-
Read the case study carefully and identify the key marketing challenges.
-
Analyze the case study and develop potential solutions.
-
Present your solutions and justify your recommendations.
Develop a Marketing Plan for a Local Business
Show steps
Apply the concepts learned in the course to a real-world scenario, enhancing your understanding and decision-making skills.
Browse courses on
Marketing Plan
Show steps
-
Choose a local business that you are familiar with or have access to.
-
Conduct a market analysis to understand the business's target audience, competition, and market trends.
-
Develop a marketing strategy that outlines the business's goals, target audience, and marketing mix.
-
Create a detailed marketing plan that outlines the specific actions that will be taken to implement the strategy.
-
Present your marketing plan to the business and receive feedback.
Create a Blog Post or Article on a Marketing Topic
Show steps
Demonstrate your understanding of marketing concepts by creating original content that shares your insights and expertise.
Browse courses on
Marketing
Show steps
-
Choose a specific marketing topic that you are knowledgeable about.
-
Research the topic thoroughly to gather relevant information and insights.
-
Write a well-structured and informative blog post or article that presents your findings and insights.
-
Publish your content on a platform such as a blog, Medium, or LinkedIn.
Review Basic Marketing Concepts
Show steps
Refresh your understanding of fundamental marketing concepts to strengthen your foundation for the course.
Browse courses on
Marketing Concepts
Show steps
Show steps
Show steps
- Review your notes or textbooks from previous marketing courses.
- Read articles or blog posts that provide an overview of marketing concepts.
- Complete online quizzes or exercises to test your understanding.
Organize Your Course Notes and Materials
Show steps
Stay organized and ensure you have easy access to all relevant course materials.
Show steps
Show steps
Show steps
- Create a dedicated folder or notebook for the course.
- File or organize your notes, assignments, and other materials in a logical manner.
- Regularly review and update your materials to ensure they are up-to-date.
Read Marketing Management by Philip Kotler
Show steps
Gain a comprehensive understanding of marketing principles and strategies.
View
Reimagining Operational Excellence:...
on Amazon
Show steps
Show steps
Show steps
- Obtain a copy of the book. This can be done through purchase, rental, or borrowing from a library.
- Read the book in its entirety.
- Take notes and highlight important concepts.
- Complete the end-of-chapter exercises.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Participate in Study Groups or Discussion Forums
Show steps
Engage with fellow learners to exchange ideas, clarify concepts, and enhance your understanding through collaborative learning.
Show steps
Show steps
Show steps
- Join study groups or discussion forums related to marketing.
- Actively participate in discussions, ask questions, and share your own insights.
- Collaborate with other learners on projects or assignments.
Follow Online Tutorials on Digital Marketing Tools
Show steps
Enhance your practical skills by following guided tutorials that demonstrate the use of industry-standard marketing tools.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Identify specific digital marketing tools that you want to learn.
- Search for reputable online tutorials that provide step-by-step instructions.
- Follow the tutorials and complete the exercises.
- Apply what you have learned to your own marketing projects or assignments.
Solve Marketing Case Studies
Show steps
Develop your analytical and problem-solving skills by working through real-world marketing scenarios.
Browse courses on
Marketing Case Studies
Show steps
Show steps
Show steps
- Find marketing case studies online or in textbooks.
- Read the case study carefully and identify the key marketing challenges.
- Analyze the case study and develop potential solutions.
- Present your solutions and justify your recommendations.
Develop a Marketing Plan for a Local Business
Show steps
Apply the concepts learned in the course to a real-world scenario, enhancing your understanding and decision-making skills.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Choose a local business that you are familiar with or have access to.
- Conduct a market analysis to understand the business's target audience, competition, and market trends.
- Develop a marketing strategy that outlines the business's goals, target audience, and marketing mix.
- Create a detailed marketing plan that outlines the specific actions that will be taken to implement the strategy.
- Present your marketing plan to the business and receive feedback.
Create a Blog Post or Article on a Marketing Topic
Show steps
Demonstrate your understanding of marketing concepts by creating original content that shares your insights and expertise.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Choose a specific marketing topic that you are knowledgeable about.
- Research the topic thoroughly to gather relevant information and insights.
- Write a well-structured and informative blog post or article that presents your findings and insights.
- Publish your content on a platform such as a blog, Medium, or LinkedIn.
Career center
Learners who complete Marketing Strategy Capstone Project will develop knowledge and skills
that may be useful to these careers:
Advertising and Promotions Manager
Advertising and Promotions Manager
You will learn the fundamentals of developing a marketing strategy through the lens of Hotel Ipsum, a case study that will help build a foundation for creating targeted advertising and promotions.
Brand Manager
Brand Manager
This course will introduce you to the process of conducting market analysis, which is essential for developing and managing a brand.
Marketing Analyst
Marketing Analyst
This course will help you build a foundation for understanding consumer behavior and market research principles, which are foundational for a Marketing Analyst role.
Marketing Communications Manager
Marketing Communications Manager
This course will help you develop the skills to create and implement a marketing communications plan, which is a key responsibility of this role.
Marketing Consultant
Marketing Consultant
This course may be useful as it will provide you with a comprehensive overview of the marketing strategy process, which is essential for providing consulting services to clients.
Marketing Director
Marketing Director
This course will provide you with the knowledge and skills to develop and implement marketing strategies, which is a core responsibility of a Marketing Director.
Marketing Manager
Marketing Manager
This course will provide you with the skills and knowledge to develop and implement marketing plans, which is a key responsibility of a Marketing Manager.
Product Manager
Product Manager
This course may be useful as it will provide you with an understanding of the marketing mix, which is essential for developing and managing products.
Public relations manager
Public relations manager
This course will help you develop the skills to create and implement a public relations plan, which is a key responsibility of this role.
Research Analyst
Research Analyst
This course may be useful as it will provide you with a foundation in market research principles, which is essential for conducting research and analyzing data.
Sales Manager
Sales Manager
This course may be useful as it will provide you with an overview of the marketing process, which is essential for developing and managing sales strategies.
Social Media Manager
Social Media Manager
This course may be useful as it will provide you with an understanding of the marketing mix, which is essential for developing and managing social media campaigns.
Strategy Consultant
Strategy Consultant
This course may be useful as it will provide you with an overview of the marketing strategy process, which is essential for developing and implementing business strategies.
User Experience (UX) Researcher
User Experience (UX) Researcher
This course may be useful as it will provide you with an understanding of consumer behavior, which is essential for conducting UX research.
Web Analyst
Web Analyst
This course may be useful as it will provide you with an understanding of the marketing mix, which is essential for analyzing website traffic and performance.
For more career information including salaries, visit:
OpenCourser.com/course/sx28lw/marketing
Reading list
We've selected 22 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 Strategy Capstone Project.
Save
Classic in the field of marketing and provides a comprehensive overview of the key concepts and frameworks. It valuable resource for students who want to gain a deeper understanding of marketing strategy.
Save
Provides a more in-depth look at marketing management, with a focus on strategic planning and implementation. It valuable resource for students and professionals alike.
Provides a comprehensive overview of consumer behavior, with a focus on psychological and sociological factors. It valuable resource for students and professionals alike.
Provides a comprehensive overview of marketing communications, with a focus on integrated marketing communications and digital media. It valuable resource for students and professionals alike.
Provides a comprehensive overview of public relations and corporate communication, with a focus on strategic planning and implementation. It valuable resource for students and professionals alike.
Save
Provides a comprehensive overview of sales management, with a focus on strategic planning and implementation. It valuable resource for students and professionals alike.
Provides a comprehensive overview of strategic brand management, with a focus on creating and sustaining brand equity. It valuable resource for students and professionals alike.
Provides a comprehensive overview of the innovator's dilemma, which is the phenomenon where large, successful companies fail to innovate because they are too focused on their existing products and markets.
Provides a practical overview of the lean startup methodology, which process for developing and testing new products and services quickly and cheaply.
Provides a comprehensive overview of the chasm between early adopters and mainstream customers, and how to market and sell technology products to mainstream customers.
Save
Provides a practical overview of good and bad strategy, and how to develop a good strategy for your business.
Introduces the concept of competitive positioning and provides a framework for developing a marketing strategy that can help a company achieve a sustainable competitive advantage.
Save
This classic textbook provides a comprehensive overview of marketing principles and practices. It valuable resource for students and professionals alike.
Provides a practical overview of marketing research methods and techniques. It valuable resource for students and professionals alike.
Provides a set of principles that are essential for success in marketing. It valuable resource for students who want to understand the fundamentals of marketing and how to apply them in the real world.
Classic in the field of marketing and provides a step-by-step guide to developing a positioning strategy. It valuable resource for students who want to learn how to create a strong brand and differentiate their company from the competition.
Save
Provides a step-by-step guide to getting customers for your startup. It valuable resource for students who want to learn how to build a sustainable customer base and grow their business.
Provides a candid look at the challenges of being a CEO. It valuable resource for students who want to learn how to build a successful company and overcome the obstacles that they will face along the way.
Provides a practical guide to building a successful product. It valuable resource for students who want to learn how to validate their ideas, design their product, and launch it to market.
Provides a comprehensive guide to starting and running a successful startup. It valuable resource for students who want to learn everything they need to know about building a business from scratch.
Save
Provides a unique perspective on innovation and entrepreneurship. It valuable resource for students who want to learn how to think differently and create something truly new.
Provides a framework for understanding the challenges of selling to mainstream customers. It valuable resource for students who want to learn how to avoid the chasm and build a successful business.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/sx28lw/marketing
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Ramon Diaz-Bernardo
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This course belongs to a
collection
called
Marketing Strategy. It's comprised of five courses:
- Marketing Mix Fundamentals
- Positioning: What you need for a successful Marketing Strategy
- Marketing Strategy Capstone Project (viewing)
- The Marketing Plan
- Market Research and Consumer Behavior
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