Marketing Mix Fundamentals

  • 4.6
Approx. 9 hours to complete

Course Summary

Learn the fundamentals of the marketing mix and how to apply them to real-world business situations. This course will cover the four Ps of marketing: product, price, promotion, and place.

Key Learning Points

  • Understand the importance of the marketing mix in developing successful marketing strategies
  • Learn how to analyze and apply the four Ps of marketing
  • Explore real-world case studies to see the marketing mix in action

Related Topics for further study


Learning Outcomes

  • Develop a solid understanding of the marketing mix and its importance in modern business
  • Be able to analyze and apply the four Ps of marketing to real-world business scenarios
  • Gain valuable insights from real-world case studies and examples

Prerequisites or good to have knowledge before taking this course

  • Basic understanding of business and marketing concepts
  • Access to a computer and internet connection

Course Difficulty Level

Intermediate

Course Format

  • Self-paced online course
  • Video lectures
  • Real-world case studies

Similar Courses

  • Marketing Analytics
  • Digital Marketing
  • Marketing Strategy

Related Education Paths


Notable People in This Field

  • Seth Godin
  • Neil Patel

Related Books

Description

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.

Outline

  • Product and Product Policy
  • Course Trailer
  • Marketing Warfare: Intro to the Course
  • What is a Product? Product Definition and Product Levels
  • Product & Service Decisions
  • What is a Brand?
  • The Product Life Cycle
  • Planned Obselescence
  • Product Strategy Matrices: BCG Matrix
  • Product Strategy Matrixes: McKinsey/General Electric Matrix
  • Product Strategy Matrices: Ansoff Matrix
  • Product Life Cycle Stages
  • Planned Obsolescence
  • Here's the Truth about the Planned Obsolescence of Tech
  • BCG Classics Revisited: The Growth Share Matrix
  • Enduring Ideas: The GE-McKinsey Nine-Box Matrix
  • Product Policy: 6 Essential Components of a Sound Product Policy
  • Graded Quiz
  • Price and Pricing Policy
  • What is Price?
  • The Emergence of Internet Pricing
  • Internal Factors Affecting Price Definition
  • External Factors Affecting Price Definition
  • General Pricing Approaches 1: Cost-Based
  • General Pricing Approaches 2: Value-Based
  • Methods to Price Your Product
  • Pay-per-laugh: Customers charged exactly for what they "consume"
  • Graded Quiz
  • Channel Management and Retailing
  • Why are Marketing Channels so Important?
  • Key Factors in Designing a Distribution Channel
  • How to Manage Channels and Resolve Conflict
  • The Nature of Trade Marketing
  • How is Trade Marketing Evolving?
  • Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)
  • Important Developments in Retailing
  • Retail Strategy and Multichannel Retailing
  • Global Growth Opportunities and Entry Strategies
  • The Emergence of Online Retail Channels
  • Strategic Channel Design
  • Three Rules for Buiding the Modern Retail Organization
  • Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content
  • Graded Quiz
  • Marketing Communications
  • The Role of Marketing Communications
  • Developing Effective Communications
  • Establishing the Marketing Communications Budget
  • Deciding on the Marketing Communication Mix
  • Managing the Integrated Marketing Communications Process
  • Expert Interview: José María Rull, President and CEO of DDB Spain
  • Managing Media and Evaluating Effectiveness
  • Developing an Advertising Program
  • Sales Promotion, PR, Events and Experiences
  • Direct and Interactive Marketing
  • Developing the Sales Force
  • Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital
  • Trailer: The Marketing Plan
  • Recommended Reading: Designing and Managing Marketing Communications
  • How Advertising Works: What Do We Really Know?
  • Managing Brands for the Long Run
  • A Strategic Perspective on Sales Promotions
  • Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications
  • Graded Quiz

Summary of User Reviews

This course on Marketing Mix has received positive reviews overall. Many users found the course to be informative and engaging. The course covers all the essential aspects of marketing mix and provides in-depth knowledge of the subject.

Key Aspect Users Liked About This Course

The course provides practical examples and case studies to help users understand the concepts easily.

Pros from User Reviews

  • The course covers all the essential aspects of marketing mix.
  • Provides practical examples and case studies to help users understand the concepts easily.
  • The course is well-structured and easy to follow.
  • The instructors are knowledgeable and provide excellent explanations.
  • The course provides valuable insights into marketing strategies.

Cons from User Reviews

  • The course is quite basic and may not be suitable for advanced learners.
  • The course materials could be more interactive and engaging.
  • The course does not cover the latest trends and developments in marketing.
  • The course is not suitable for those who are looking for a hands-on learning experience.
  • The course is quite lengthy and requires a significant time commitment.
English
Available now
Approx. 9 hours to complete
Maria Teresa Aranzabal, Fernando Cortiñas
IE Business School
Coursera

Instructor

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