Positioning: What you need for a successful Marketing Strategy
- 4.5
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Approx. 11 hours to complete
Course Summary
This course teaches you how to position yourself and your brand in the market to stand out from the competition. You will learn strategies to create a unique value proposition and communicate it effectively to your target audience.Key Learning Points
- Understand the importance of positioning in marketing
- Learn to identify your target audience and create a unique value proposition
- Discover ways to communicate your brand message through various channels
Job Positions & Salaries of people who have taken this course might have
- Marketing Manager
- USA: $70,000 - $130,000
- India: ₹5,00,000 - ₹20,00,000
- Spain: €30,000 - €50,000
- Brand Manager
- USA: $60,000 - $120,000
- India: ₹4,00,000 - ₹18,00,000
- Spain: €25,000 - €45,000
- Product Manager
- USA: $80,000 - $150,000
- India: ₹6,00,000 - ₹24,00,000
- Spain: €35,000 - €60,000
Related Topics for further study
Learning Outcomes
- Create a unique value proposition for your brand
- Identify your target audience and their needs
- Develop effective communication strategies
Prerequisites or good to have knowledge before taking this course
- No prior knowledge or experience required
- A willingness to learn and apply new concepts
Course Difficulty Level
IntermediateCourse Format
- Self-paced
- Online
- Video lectures
- Assignments
Similar Courses
- Marketing Essentials
- Brand Management
- Digital Marketing
Related Education Paths
Notable People in This Field
- Seth Godin
- Gary Vaynerchuk
Related Books
Description
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.
Outline
- Positioning introduction
- Trailer
- 1.0 Why positioning?
- 1.1 Where should we start?
- 1.2 Positioning as a key element in the marketing process
- 1.3 Market environment analysis: Context and Customers
- 1.4 Market environment analysis: Collaborators, Competitors and Company
- 1.5 What do we get from a proper positioning?
- Marketing in the age of fragmentation
- The Evolution of Marketing
- Mountain Dew Kickstart comes alive
- Marketing process and Positioning
- Marketing process and Positioning
- Segmentation
- 2.0 What is a segment?
- 2.1 Mass market, market segments, niche markets and individuals
- 2.2 Segmentation levels
- 2.3 Why should we segment?
- 2.4 Reasons to segment
- 2.5 Segmentation criteria: geographic and demographic
- 2.6 Segmentation criteria: psychographic and behavioral
- 2.7 How to come up with an effective segmentation?
- 2.8 Segmentation models
- 2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson
- The art and science of consumer segmentation
- Personalised targeting: Don’t get personal get social
- Holistic segmentation
- Why Unilever believes “consumers are dead”
- Segmentation and targeting
- In the following exercise you will have to identify to which segmentation criteria each sentence is related with
- Segmentation and targeting 2
- Differentiation and Value Proposition
- 3.0 Why differentiation?
- 3.1 What is differentiation and value proposition?
- 3.2 Positioning in real life: Exercise
- 3.3 Frame of reference, points of parity and points of difference
- 3.4 How to come up with the points of difference?
- 3.5 The three circles model (Urbany & Davis)
- 3.6 Differentiation strategies
- 3.7 Session 3 Summary
- 3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain
- Denny: Fighting commoditization with differentiation
- Differentiation that matters
- BigPond – Why Emotional differentiation wins
- Differentiation or Salience
- Differentiation & positioning. Please fill out the following sentences:
- Differentiation & value proposition
- Positioning
- 4.0 Introduction to the session
- 4.1 What is positioning?
- 4.2 Positioning examples at Citroën
- 4.3 Positioning Statement
- 4.4 How to define the Commercial Plan based on the positioning?
- 4.5 How to come up with the value proposition? Positioning maps
- 4.6 Spider Web Perceptual Maps
- 4.7 Alternative Positioning Strategies
- 4.8 Key trends impacting Positioning (1/2)
- 4.9 Key trends impacting Positioning (2/2)
- 4.10 Course wrap up
- Ready to continue on this journey?
- Chobani Plain Inspiring
- Dennys reinvents the American dinner
- Positioning Maps Multimedia
- Vodafone Egypt: How to make the small seems big
- Consumers in 2016: Generation swipe
- Can big data and analysis replace intuition?
- Innovation beyond blue oceans
- Super personalize me! When technological advance meets consumer power
- Positioning
- Positioning
- Match these sentences regarding Positioning
Summary of User Reviews
Discover how to position your brand and communicate its unique value proposition to your target audience with this highly rated course on Coursera.Key Aspect Users Liked About This Course
Many users found the practical exercises and real-world examples to be highly beneficial in understanding positioning strategies.Pros from User Reviews
- Clear and concise explanations of positioning concepts
- Engaging and interactive course materials
- Instructors provide helpful feedback on assignments
- Great for beginners and professionals alike
- Applicable to various industries and business types
Cons from User Reviews
- Some users found the pace of the course to be too slow
- Lack of in-depth analysis on certain topics
- Limited interaction with instructors and other students
- Not enough emphasis on digital positioning strategies
- Some users felt the course was too simplistic
Ignacio Gafo
4.5 Raiting
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