Marketing Mix Fundamentals
School: IE Business School
Registration Link: REGISTER HERE
Start Date: March 5, 2018
Workload: Not Specified.
Instructors: Maria Teresa Aranzabal and Ramon Diaz-Bernardo
Credentials: A practitioner and an academic, Aranzabal joined IE Business School as an associate professor in 2015. Before moving to teaching, she held several roles in the retail sector, including a decade as a partner in a retail consulting firms, along with working in marketing, international development, franchising, and general management for several organizations. An MBA from the Wharton School, Aranzabal also has experience as a retail consultant at McKinsey and a senior association in M&A for Goldman Sachs. 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.
Description: Everyone has heard of the Four P’s of Marketing: Product, Price, Place and Promotion. But what do they really mean? And what tested techniques and strategies can you apply to give you an edge over your competitors. In this course, students will take a deep dive into the psychological foundations of branding and differentiation; pricing models that motivate action (and repeat business), and communication and distribution channels that help marketers reach the most receptive and lucrative customer bases.
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Additional Background: This course is part of IE Business Schools’ “Marketing Strategy” specialization, a five course series that also covers conducting market research and developing a marketing plan. To learn more about this specialization and register for it, click here.