The Marketing Plan

The Marketing Plan

This course is part of Marketing Strategy Specialization

Instructor: Ramon Diaz-Bernardo

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This course is part of the Marketing Strategy Specialization

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There are 4 modules in this course

Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan. You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example.

Ramon Diaz Bernardo - a professor with over 20 years experience - will guide you through the four most important stages of The Marketing Plan: analysis, marketing strategy; the marketing mix and expected results. On this journey, he will conduct interviews with leading experts from international companies in marketing as well as invite students to join him for explanations and discussions. This excellent and unique course allows you not only to learn the essential parts of The Marketing Plan but also map out the future of your own business and take the first steps on the path to launching your own product.

Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments.

What's included

10 videos2 readings1 peer review2 discussion prompts

10 videosTotal 52 minutes

Introduction to The Marketing Plan.3 minutesPreview module
The marketing plan: interview with Veronica Santos.6 minutes
The Marketing Plan definition.5 minutes
Objectives and structure of The Marketing Plan.6 minutes
The 4 main parts of a marketing plan.5 minutes
Critical elements of the external analysis.5 minutes
Critical elements of the internal analysis.4 minutes
The SWOT Matrix.6 minutes
The Nissan Leaf case.5 minutes
How to complete assignment 1: analysis.3 minutes

2 readingsTotal 150 minutes

The Nissan Leaf Case60 minutes
Optional - The manager's guide to competitive marketing strategies - Norton, Paley.90 minutes

1 peer reviewTotal 60 minutes

Assignment 1.1: Analysis60 minutes

2 discussion promptsTotal 20 minutes

Goals and outcomes for the course?10 minutes
Nissan Leaf case vs personal idea.10 minutes

Welcome to the marketing strategy part of the course. Here, you will learn how to identify the best target segment for your brand, product or service and also how to position your company in order to best reach them. You will also begin to understand the benefits and drawbacks of trying to attract new customers or retain existing ones.

What's included

8 videos1 reading1 peer review1 app item1 discussion prompt

8 videosTotal 54 minutes

Introduction to marketing strategy.2 minutesPreview module
What is marketing strategy?5 minutes
Marketing strategy definition.10 minutes
Financial and non-financial objectives.4 minutes
The customer attraction vs customer retention dilemma.7 minutes
Identifying the best target segment for your product or service.9 minutes
How to identify the best positioning for your product or service?9 minutes
How to complete assignment 2: marketing strategy.4 minutes

1 readingTotal 90 minutes

Optional - Marketing decision making and the management of pricing successful business tools.90 minutes

1 peer reviewTotal 120 minutes

Assignment 2.1. Marketing Strategy.120 minutes

1 app itemTotal 60 minutes

The Marketing Plan60 minutes

1 discussion promptTotal 10 minutes

Refelctions after the first assignment.10 minutes

Welcome to the third part of The Marketing Plan - the marketing mix implementation. This is the action phase. Here, you will use the lessons learned in modules one and two to decide where you are going to invest your time and money, in regards to marketing. You will become familiar with the 4 P's of marketing and also learn how to effectively price your product or service. Finally, you will begin to understand which channel or combination of channels are best suited to marketing your brand.

What's included

13 videos1 peer review

13 videosTotal 75 minutes

Introduction to Marketing Mix Implementation.1 minutePreview module
Marketing mix definition: short-term and tactics vs long-term tactics.7 minutes
Deciding product strategy: the product lifecycle.4 minutes
Deciding product strategy: product levels.5 minutes
Deciding product strategy: branding strategy.5 minutes
An interview with Martin Boehm.4 minutes
Pricing strategy.8 minutes
Distribution channels: interview with Maria Teresa Aranzabal.6 minutes
Distribution channel strategy.7 minutes
Integrated communication strategy: an interview with Eda Sayin.7 minutes
How to build an integrated communication strategy: part 1.6 minutes
How to build an integrated communication strategy: part 2.5 minutes
How to complete assignment 3: marketing mix implementation?4 minutes

1 peer reviewTotal 120 minutes

Assignment 3.1120 minutes

Welcome to the final part of The Marketing Plan course - the expected results. Here, you will use metrics to make realistic estimates to how successful your marketing plan has been. This is document that will be used to test whether or not your marketing plan has been successful in the future. You will, most importantly, learn how to produce a profit and loss account, which will predict, and ultimately judge, the financial success of your marketing strategy and implementation.

What's included

10 videos1 peer review1 discussion prompt

10 videosTotal 57 minutes

Introduction to expected results.2 minutesPreview module
Interview with Luis Rodriguez Baptista.9 minutes
The expected results definition.3 minutes
Metrics for financial objectives.7 minutes
Metrics for non-financial objectives: brand awareness5 minutes
Metrics for non-financial objectives: social media brand.4 minutes
Metrics for strategic objectives.6 minutes
Metrics for customer objectives.6 minutes
The Marketing Plan budget.8 minutes
How to complete assignment 4: expected results?3 minutes

1 peer reviewTotal 120 minutes

Assignment 4.1120 minutes

1 discussion promptTotal 10 minutes

What next?10 minutes

Instructor

Instructor ratings

4.7 (83 ratings)

Ramon Diaz-Bernardo

IE Business School

10 Courses54,643 learners

Offered by

IE Business School

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Reviewed on Feb 23, 2017

Really involved and detailed. Actual strategies discussed and not just theories. Quite a few videos and external resources. I learned so much from this course.

Reviewed on Jun 27, 2020

I learned a lot of things about the marketing plan. Everything is well explained.

Reviewed on Mar 2, 2020

Excelente curso impartido por IE Business School. El profesor, inigualable, conocedor del contenido impartido y un excelente profesional. Gracias mil por permitirme dicha capacitacion.

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