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Ignacio Gafo
Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan.
Read more
Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan.
Read more
Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan.
In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills.
The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract.
Register for this course and see more details by visiting:
OpenCourser.com/course/xnngtb/positioning
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What's inside
Syllabus
Positioning introduction
In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined.
Read more
Syllabus
Positioning introduction
In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined.
Read more
Segmentation
In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segmentation.
Differentiation and Value Proposition
In the third module, the second element of positioning is addressed: Value proposition and differentiation. Both the value proposition and differentiation concepts are presented, following up with how to come up with them effectively and potential strategies to be followed.
Positioning
In the fourth module we speak about positioning itself. The positioning concept is analyzed and practical tools are shared to define it . Furthermore, key marketing strategies and market trends affecting positioning are offered.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Presents tools that are industry standard for marketing strategy and planning
Develops the core process of marketing positioning which is relevant in all areas of marketing
Taught by Ignacio Gafo, a recognized marketing professor from IE Business School
Includes interviews with industry professionals, which can provide valuable insights
This course is part of a specialization, which may indicate comprehensiveness
May require extensive background knowledge in marketing
Save this course
Save Positioning: What you need for a successful Marketing Strategy to your list so you can find it easily later:
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Reviews summary
Positioning for marketers
Learners say Positioning: What you need for a successful Marketing Strategy is largely positive with a rating of 4.0 out of 5. It is well-recommended as a comprehensive course for learning marketing strategies. Students commend the course's engaging videos, informative readings, practical exercises, and clear explanations. Students appreciate the real-time experiences and insights from industry experts through interviews. However, the course receives some negative remarks on the quality of audio in some videos and mentions that some of the subtitles and transcripts are not well done.
Expert interviews provide real-time experiences and insights from industry leaders
"Good notes I enjoyed the expert interview as I have better understanding with real time experiences,companies."
"Excelente, it contains a lot of examples and interview with leader of Marketing in Spain."
"Thank you for the valuable insight and clarification of core concepts related to positioning."
Great for learning positioning and marketing strategies
"This course is really really helpful in my career thanks to positioning team"
"Very Interesting abd useful training to understand marketing"
"the positioning course form marketing strategy is very useful."
Some subtitles and transcripts are incomplete or not well done
"the subtitles had some words that where not the same of the audio"
"the subtitles are not very accurate."
"Some of the videos in week 1 has terrible audio"
Poor audio quality in some videos
"Audio quality is sometime really bad"
"sound quality interview with others really bad, when compared with the other 4 courses"
"Some of the videos are inaudible."
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 Positioning: What you need for a successful Marketing Strategy with these
activities:
Organize Your Course Notes
Show steps
Organizing your course notes will improve your recall and retention of the material.
Show steps
-
Review your notes from each lecture or module.
-
Identify key concepts and terms.
-
Create a system for organizing your notes, such as using a binder or digital note-taking app.
Follow Video Tutorials on Segmentation and Targeting
Show steps
Watch video tutorials to enhance your understanding of segmentation and targeting strategies.
Browse courses on
Market Segmentation
Show steps
-
Search for video tutorials on segmentation and targeting.
-
Watch the tutorials and take notes on key concepts.
-
Apply the concepts to a real-world scenario.
Develop a Marketing Plan for a New Product
Show steps
Create a marketing plan for a new product to apply the concepts of segmentation, targeting, and positioning.
Browse courses on
Marketing Plan
Show steps
-
Identify a target market for your new product.
-
Develop a value proposition that differentiates your product from competitors.
-
Create a marketing mix that includes product, price, promotion, and place.
-
Write an executive summary of your marketing plan.
Three other activities
Expand to see all activities and additional details
Show all six activities
Review 'Marketing Management: Strategy and Cases'
Show steps
Review this classic textbook to strengthen your foundation in marketing management and strategy.
View
Framework for Marketing Management, A, Global...
on Amazon
Show steps
-
Read the first three chapters to gain an overview of marketing management and strategy.
-
Focus on understanding the key concepts of market segmentation, targeting, and positioning.
-
Complete the exercises and case studies at the end of each chapter to reinforce your learning.
Write a Blog Post on a Current Marketing Trend
Show steps
Research and write about a current marketing trend to demonstrate your understanding of the industry.
Browse courses on
Marketing Trends
Show steps
-
Choose a specific marketing trend to focus on.
-
Research the trend using credible sources.
-
Write a blog post that is informative and engaging.
-
Share your blog post on social media and other online platforms.
Create a Presentation on Marketing Strategy for a Specific Industry
Show steps
Develop a marketing strategy presentation to showcase your knowledge of a specific industry.
Browse courses on
Marketing Strategy
Show steps
-
Choose an industry of your interest.
-
Research the industry and identify its key trends and challenges.
-
Develop a marketing strategy that addresses the specific needs of the industry.
-
Create a presentation that outlines your strategy.
Organize Your Course Notes
Show steps
Organizing your course notes will improve your recall and retention of the material.
Show steps
Show steps
Show steps
- Review your notes from each lecture or module.
- Identify key concepts and terms.
- Create a system for organizing your notes, such as using a binder or digital note-taking app.
Follow Video Tutorials on Segmentation and Targeting
Show steps
Watch video tutorials to enhance your understanding of segmentation and targeting strategies.
Browse courses on
Market Segmentation
Show steps
Show steps
Show steps
- Search for video tutorials on segmentation and targeting.
- Watch the tutorials and take notes on key concepts.
- Apply the concepts to a real-world scenario.
Develop a Marketing Plan for a New Product
Show steps
Create a marketing plan for a new product to apply the concepts of segmentation, targeting, and positioning.
Browse courses on
Marketing Plan
Show steps
Show steps
Show steps
- Identify a target market for your new product.
- Develop a value proposition that differentiates your product from competitors.
- Create a marketing mix that includes product, price, promotion, and place.
- Write an executive summary of your marketing plan.
Three other activities
Expand to see all activities and additional details
Show all six activities
Review 'Marketing Management: Strategy and Cases'
Show steps
Review this classic textbook to strengthen your foundation in marketing management and strategy.
View
Framework for Marketing Management, A, Global...
on Amazon
Show steps
Show steps
Show steps
- Read the first three chapters to gain an overview of marketing management and strategy.
- Focus on understanding the key concepts of market segmentation, targeting, and positioning.
- Complete the exercises and case studies at the end of each chapter to reinforce your learning.
Write a Blog Post on a Current Marketing Trend
Show steps
Research and write about a current marketing trend to demonstrate your understanding of the industry.
Browse courses on
Marketing Trends
Show steps
Show steps
Show steps
- Choose a specific marketing trend to focus on.
- Research the trend using credible sources.
- Write a blog post that is informative and engaging.
- Share your blog post on social media and other online platforms.
Create a Presentation on Marketing Strategy for a Specific Industry
Show steps
Develop a marketing strategy presentation to showcase your knowledge of a specific industry.
Browse courses on
Marketing Strategy
Show steps
Show steps
Show steps
- Choose an industry of your interest.
- Research the industry and identify its key trends and challenges.
- Develop a marketing strategy that addresses the specific needs of the industry.
- Create a presentation that outlines your strategy.
Career center
Learners who complete Positioning: What you need for a successful Marketing Strategy will develop knowledge and skills
that may be useful to these careers:
Marketing Consultant
Marketing Consultant
Marketing Consultants work with businesses to develop and implement marketing strategies. This course covers the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in marketing consulting, as they allow you to develop strategies that are tailored to the needs of specific target markets. Additionally, the course will provide you with practical tools that you can use in your work as a consultant.
Advertising Manager
Advertising Manager
Advertising Managers are responsible for the planning and execution of advertising campaigns. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in advertising management, as they allow you to develop and execute effective advertising campaigns. Additionally, the course will provide you with practical tools that you can use in your work as an advertising manager.
Product Manager
Product Manager
Product Managers are responsible for the development and marketing of products. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in product management, as they allow you to develop and market products that meet the needs of specific target markets. Additionally, the course will provide you with practical tools that you can use in your work as a product manager.
Marketing Manager
Marketing Manager
Marketing Managers are responsible for planning and executing marketing campaigns. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in marketing management, as they allow you to develop and implement effective marketing campaigns. Additionally, the course will provide you with practical tools that you can use in your work as a marketing manager.
Marketing Analyst
Marketing Analyst
As a Marketing Analyst, your job is to analyze data to improve marketing campaigns. You may work in almost any industry or field, in a business role or in marketing and advertising. Positioning is a vital part of what you do, as it allows you to target your marketing efforts toward the correct audience. This course will help you understand the basics of positioning, including concepts such as segmentation, differentiation, and value proposition. The course will also provide you with practical tools that can be used in the field.
Brand Manager
Brand Manager
Brand Managers are responsible for the development and management of brands. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in brand management, as they allow you to develop and manage brands that are relevant to target markets. Additionally, the course will provide you with practical tools that you can use in your work as a brand manager.
Media Planner
Media Planner
Media Planners are responsible for planning and buying media space for advertising campaigns. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in media planning, as they allow you to develop and execute effective media plans. Additionally, the course will provide you with practical tools that you can use in your work as a media planner.
Market Researcher
Market Researcher
Market Researchers are responsible for conducting research to understand the needs of target markets. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in market research, as they allow you to conduct research that is relevant to the needs of businesses and organizations. Additionally, the course will provide you with practical tools that you can use in your work as a market researcher.
Public relations manager
Public relations manager
Public Relations Managers are responsible for managing the public image of organizations. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in public relations management, as they allow you to develop and manage public relations campaigns that are effective in reaching target audiences. Additionally, the course will provide you with practical tools that you can use in your work as a public relations manager.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for managing social media accounts for businesses and organizations. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in social media management, as they allow you to develop and execute effective social media campaigns. Additionally, the course will provide you with practical tools that you can use in your work as a social media manager.
Digital Marketing Manager
Digital Marketing Manager
Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in digital marketing management, as they allow you to develop and execute effective digital marketing campaigns. Additionally, the course will provide you with practical tools that you can use in your work as a digital marketing manager.
E-commerce Manager
E-commerce Manager
E-commerce Managers are responsible for planning and managing e-commerce websites. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in e-commerce management, as they allow you to develop and manage e-commerce websites that are effective in reaching target audiences. Additionally, the course will provide you with practical tools that you can use in your work as an e-commerce manager.
Content Manager
Content Manager
Content Managers are responsible for planning and creating content for websites, blogs, and other digital platforms. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in content management, as they allow you to develop and create content that is relevant to the needs of target audiences. Additionally, the course will provide you with practical tools that you can use in your work as a content manager.
Chief Marketing Officer
Chief Marketing Officer
Chief Marketing Officers are responsible for overseeing all aspects of marketing for a company or organization. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in marketing leadership, as they allow you to develop and execute effective marketing strategies that drive business growth. Additionally, the course will provide you with practical tools that you can use in your work as a chief marketing officer.
Marketing Director
Marketing Director
Marketing Directors are responsible for overseeing all aspects of marketing for a company or organization. This course will help you understand the basics of positioning, including segmentation, differentiation, and value proposition. Understanding these concepts is essential for success in marketing management, as they allow you to develop and execute effective marketing strategies. Additionally, the course will provide you with practical tools that you can use in your work as a marketing director.
For more career information including salaries, visit:
OpenCourser.com/course/xnngtb/positioning
Reading list
We've selected 14 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
Positioning: What you need for a successful Marketing Strategy.
This classic book on positioning provides a comprehensive overview of the concept and its importance in marketing. It valuable read for anyone who wants to understand the fundamentals of positioning.
Provides a more in-depth look at the concept of differentiation and its role in positioning. It good choice for readers who want to learn more about the theory and practice of differentiation.
Provides a concise overview of the key principles of marketing. It good choice for readers who want to learn about the basics of marketing and how they can be applied to positioning.
Save
This textbook provides a comprehensive overview of marketing management. It good choice for readers who want to learn about all aspects of marketing, including positioning.
Provides a more strategic perspective on marketing management. It good choice for readers who want to learn about how positioning can be used to achieve long-term business goals.
Provides a comprehensive overview of brand positioning. It good choice for readers who want to learn about the theory and practice of brand positioning.
Save
Provides a practical guide to brand positioning. It good choice for readers who want to learn how to develop and implement a positioning strategy for their brand.
Save
Provides a simple and easy-to-understand overview of positioning. It good choice for readers who are new to the concept of positioning.
Provides a comprehensive overview of data analytics for marketing. It good choice for readers who want to learn about how data analytics can be used to support positioning decisions.
Provides a comprehensive overview of digital marketing analytics. It good choice for readers who want to learn about how digital marketing analytics can be used to support positioning decisions.
Save
Provides a comprehensive overview of social media marketing. It good choice for readers who want to learn about how social media marketing can be used to support positioning decisions.
Provides a comprehensive overview of guerrilla marketing. It good choice for readers who want to learn about how guerrilla marketing can be used to support positioning decisions.
Provides a comprehensive overview of the innovator's dilemma. It good choice for readers who want to learn about how the innovator's dilemma can affect positioning decisions.
Provides a comprehensive overview of the lean startup methodology. It good choice for readers who want to learn about how the lean startup methodology can be used to support positioning decisions.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/xnngtb/positioning
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Effort
4 weeks of study, 1-2 hours/week
Level
Introductory
Via
Coursera
Institution
IE Business School
Instructor
Ignacio Gafo
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
Pусский
Türkçe
Polski
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magyar nyelv
Bahasa Indonesia
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اُردُو,
فارسی
বাংলা
tiếng Việt
پښتو
آذربایجان دیلی
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 (viewing)
- Marketing Strategy Capstone Project
- The Marketing Plan
- Market Research and Consumer Behavior
Good to know
Presents tools that are industry standard for marketing strategy and planning
Develops the core process of marketing positioning which is relevant in all areas of marketing
Taught by Ignacio Gafo, a recognized marketing professor from IE Business School
Includes interviews with industry professionals, which can provide valuable insights
This course is part of a specialization, which may indicate comprehensiveness
May require extensive background knowledge in marketing
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