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Marketing Strategy Capstone Project

Approx. 30 hours to complete

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Course Summary

This course teaches students how to create a marketing plan for a product or service. It covers topics such as market research, segmentation, targeting, positioning, and the 4 P's of marketing.

Key Learning Points

Learn how to create a comprehensive marketing plan
Understand market research and segmentation
Explore different targeting and positioning strategies
Discover how to implement the 4 P's of marketing

Job Positions & Salaries of people who have taken this course might have

Marketing Coordinator
- USA: $45,000
- India: ₹4,50,000
- Spain: €25,000
Marketing Manager
- USA: $85,000
- India: ₹12,00,000
- Spain: €50,000
Chief Marketing Officer
- USA: $175,000
- India: ₹30,00,000
- Spain: €100,000

Learning Outcomes

Develop a comprehensive marketing plan for a product or service
Understand the importance of market research and segmentation
Implement effective targeting and positioning strategies

Prerequisites or good to have knowledge before taking this course

Basic understanding of marketing principles
Ability to use Microsoft Excel

Course Difficulty Level

Intermediate

Course Format

Online Course
Self-Paced
Video Lectures
Quizzes

Similar Courses

Marketing Analytics
Digital Marketing
Marketing Strategy

Related Education Paths

Notable People in This Field

Marketing Guru
Digital Marketing Expert

Related Books

Description

The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts.

After reviewing the material learned you will be asked to analyse the case study: ¨Hotel Ipsum: A Marketing and Commercial Strategy to Survive.¨ Now it’s time to put what you’ve learned to the test! Hotel Ipsum’s General Manager, Rafael Escobedo, is faced with a dilemma: Despite his hotel doing fairly well in terms of sales and profitability, Rafael’s Board of Directors are not satisfied and are demanding an improvement in results. Now it’s up to you to create Rafael’s Marketing Strategy. The outcome could mean one of two things: praise from his Board of Directors…or unemployment! Along with the Capstone are discussion forums, quizzes and peer reviews to aid you in your understanding of the theory given throughout this Specialization. Share your thoughts, ideas and debate with other like-minded learners from all over the globe with the same interest in expanding their marketing knowledge.

Outline

Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
Welcome to the Marketing Strategy Capstone
Outline of the Capstone project and evaluation process.
Note regarding the case study method.
Hotel Ipsum: a marketing and commercial strategy to survive.
Let's get to know Colombia better!

Conducting market analysis through understanding market research and consumer behavior.
Let´s talk about Market Analysis for Hotel Ipsum
Why is consumer behavior important in the marketing process framework?
Evaluation of alternatives, purchase and post-purchase evaluation.
Buying situation comparisons and buygrid framework.
The steps to conducting marketing research.
Important information regarding Hotel Ipsum.
Review of Market Research and Consumer Behavior.

Developing a marketing strategy through positioning.
Let´s talk about the Marketing Strategy for Hotel Ipsum
Marketing strategy definition.
Segmentation levels.
Segmentation models.
What is differentiation and value proposition?
What is positioning?
Positioning statement.
Aspects to consider
Important information regarding Hotel Ipsum
Marketing strategy quiz.

Adapting the marketing mix to your strategy: product, price, place and promotion.
Let´s talk about the Marketing Mix for Hotel Ipsum
The Product Life Cycle.
External factors affecting price definition.
Internal factors affecting price definition.
Key factors in designing a distribution channel.
Deciding on the marketing communications mix.
Direct and interactive marketing.
Marketing mix quiz.

Expected Results and implementation of your marketing plan.
Let´s talk about the Expected Results for Hotel Ipsum
Critical elements of the internal analysis.
Critical elements of the external analysis.
The SWOT Matrix.
The customer attraction vs customer retention dilemma.
Marketing mix definition: short-term tactics vs long-term tactics.
Congratulations for completing this Capstone!
Important information regarding Hotel Ipsum
Review of The Marketing Plan.

Summary of User Reviews

The Marketing Project course on Coursera has received positive reviews from users. Many users found the course to be informative and practical. The course is designed to help learners gain a deep understanding of marketing strategy and develop skills for designing and implementing effective marketing campaigns.

Key Aspect Users Liked About This Course

The practical and informative nature of the course.

Pros from User Reviews

The course offers valuable insights on marketing strategy and campaign design.
The instructor provides clear explanations and examples.
The course is well-structured and easy to follow.
The course includes real-world case studies and assignments that provide hands-on experience.
The course is suitable for both beginners and experienced marketers.

Cons from User Reviews

Some users found the course to be too basic and not challenging enough.
The course content is focused on traditional marketing methods and may not be relevant for digital marketing.
The peer review assignments can be time-consuming and require a lot of effort.
The course does not provide enough opportunities for interaction with the instructor or other learners.
The course certificate is not recognized by some employers.

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