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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.

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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.

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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.
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Developing a marketing strategy through positioning.
Adapting the marketing mix to your strategy: product, price, place and promotion.
Expected Results and implementation of your marketing plan.

Good to know

Know what's good
, what to watch for
, 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

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Reviews summary

Hands-on marketing strategy

Learners say this engaging course is an excellent opportunity to gain practical experience. Teachers are brilliant, but students suggest that final assignments be graded by instructors to minimize plagiarism.
Students praise the instructors for their brilliance and knowledge.
"I can't praise enough the teachers, they were brilliant."
"anyone who decide to IE Business School will definitely learn a lot from them."
Students find the course to be a great learning experience.
"Great Experience..!!!"
"Excellent and highly engaging course."
"This is an amazing course and I would recommend it to anyone who's starting with marketing journey."
Course provides hands-on experience in developing marketing strategies.
"amazing practical exp."
"Great opportunities for students to learn how to practically build a marketing strategy in a real world situation."
Students suggest having final assignments graded by instructors to reduce plagiarism.
"Will be much better if the final assignment is graded by a moderator/lecturer/teaching assistant instead as this would weed out many of the plagiarised work or peers who mark carelessly."

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
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
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
Gain a comprehensive understanding of marketing principles and strategies.
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
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
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
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
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
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.

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
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
This course will introduce you to the process of conducting market analysis, which is essential for developing and managing a brand.
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
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
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
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
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
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
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
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
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
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
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
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
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.

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.
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.
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.
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.
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.
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.
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.
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 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.

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