From Zero to Cybersecurity Analyst

Class Central is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

IE Business School

Marketing Mix Fundamentals

IE Business School via Coursera

Go to class Write review

Overview

Class Central Tips
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.

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.

Taught by

Ramon Diaz-Bernardo and Maria Teresa Aranzabal

Tags

Reviews

5.0 rating, based on 1 Class Central review

4.6 rating at Coursera based on 1074 ratings

Start your review of Marketing Mix Fundamentals

  • Dr A Michael Raj
    To know the knowledge of marketing mix can learn about the today marketing The development of new thought of marketing mix and the industries are developing the new product
Go to class

Never Stop Learning.

Get personalized course recommendations, track subjects and courses with reminders, and more.

Sign up for free
Someone learning on their laptop while sitting on the floor.