The Marketing Plan
School: IE Business School
Registration Link: REGISTER HERE
Start Date: August 1, 2016
Workload: Not specified.
Instructor: Ramon Diaz-Bernardo
Credentials: Diaz-Bernardo is an expert in the area of tourism and hotel marketing strategy who has consulted for companies ranging from Ford to AC Nielsen.
Graded: Students can choose to explore course videos, discussions, and ungraded assignments for free, but they won’t be able to submit graded assignments, earn a certificate, or complete a specialization without paying a $79 fee per course.
Description: A marketing plan? How passé! Or, so you’d think. In reality, a marketing plan is the foundation for any campaign. It reflects a road map and consensus on the what, why, when, and how Most times, a campaign’s struggles can be traced back to the marketing plan, be it vague strategies, assumptions, or an inability to address key questions and variables. Even more, a marketing plan is designed to hold stakeholders accountable for fulfilling their roles and monitoring the progress of a campaign.
This course breaks down the four stages of executing a marketing or sales idea: analysis, marketing strategy, the marketing mix, and expected results. Each week, students will focus on each stage, completing a weekly peer-graded assignment that will enable them to have a rough plan ready by the end of the course. Students will also examine case studies and watch interviews with leading marketers to better see course concepts in action.
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Additional Background: This course is the fourth part of a “Marketing Strategy” specialization, a five course series that covers how to conduct market research and develop a marketing plan. To learn more about these courses and register for them, CLICK HERE.