Positioning: What you need for a successful Marketing Strategy

Positioning: What you need for a successful Marketing Strategy

This course is part of Marketing Strategy Specialization

Instructor: Ignacio Gafo

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Assessments

10 assignments

Taught in English

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There are 4 modules in this course

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.

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.

What's included

7 videos2 assignments

7 videosTotal 25 minutes

Trailer0 minutesPreview module
1.0 Why positioning?3 minutes
1.1 Where should we start?5 minutes
1.2 Positioning as a key element in the marketing process4 minutes
1.3 Market environment analysis: Context and Customers4 minutes
1.4 Market environment analysis: Collaborators, Competitors and Company2 minutes
1.5 What do we get from a proper positioning?3 minutes

2 assignmentsTotal 60 minutes

Marketing process and Positioning30 minutes
Marketing process and Positioning30 minutes

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.

What's included

10 videos4 readings3 assignments

10 videosTotal 40 minutes

2.0 What is a segment?1 minutePreview module
2.1 Mass market, market segments, niche markets and individuals1 minute
2.2 Segmentation levels4 minutes
2.3 Why should we segment?2 minutes
2.4 Reasons to segment3 minutes
2.5 Segmentation criteria: geographic and demographic3 minutes
2.6 Segmentation criteria: psychographic and behavioral5 minutes
2.7 How to come up with an effective segmentation?3 minutes
2.8 Segmentation models4 minutes
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9 minutes

4 readingsTotal 40 minutes

The Art And Science Of Consumer Segmentation10 minutes
Customer Segmentation Models10 minutes
What's next for segmentation?10 minutes
Holistic segmentation10 minutes

3 assignmentsTotal 90 minutes

In the following exercise you will have to identify to which segmentation criteria each sentence is related with30 minutes
Segmentation and targeting30 minutes
Segmentation and targeting 230 minutes

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.

What's included

9 videos4 readings2 assignments1 discussion prompt

9 videosTotal 34 minutes

3.0 Why differentiation?2 minutesPreview module
3.1 What is differentiation and value proposition?2 minutes
3.2 Positioning in real life: Exercise3 minutes
3.3 Frame of reference, points of parity and points of difference5 minutes
3.4 How to come up with the points of difference?4 minutes
3.5 The three circles model (Urbany & Davis)4 minutes
3.6 Differentiation strategies4 minutes
3.7 Session 3 Summary1 minute
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5 minutes

4 readingsTotal 40 minutes

Denny: Fighting commoditization with differentiation10 minutes
Differentiation that matters10 minutes
BigPond – Why Emotional differentiation wins10 minutes
Salience vs. Differentiation10 minutes

2 assignmentsTotal 60 minutes

Differentiation & positioning. Please fill out the following sentences:30 minutes
Differentiation & value proposition30 minutes

1 discussion promptTotal 10 minutes

360 Video: Getting to know the value proposition and business model of Car2go10 minutes

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.

What's included

12 videos5 readings3 assignments1 app item

12 videosTotal 58 minutes

4.0 Introduction to the session1 minutePreview module
4.1 What is positioning?3 minutes
4.2 Positioning examples at Citroën10 minutes
4.3 Positioning Statement3 minutes
4.4 How to define the Commercial Plan based on the positioning?5 minutes
4.5 How to come up with the value proposition? Positioning maps4 minutes
4.6 Spider Web Perceptual Maps3 minutes
4.7 Alternative Positioning Strategies6 minutes
4.8 Key trends impacting Positioning (1/2)7 minutes
4.9 Key trends impacting Positioning (2/2)7 minutes
4.10 Course wrap up4 minutes
Ready to continue on this journey?0 minutes

5 readingsTotal 50 minutes

Chobani Pushes Boundaries Of Greek Yogurt With Significant New Product Innovations10 minutes
How Denny’s became ‘America’s Diner’ again through a decade of marketing efforts10 minutes
Vodafone Egypt: How to make the small seems big10 minutes
Big data analytics VS Human intuition — What do we trust?10 minutes
The value of getting personalization right—or wrong—is multiplying10 minutes