IE Business School
Public University • ES
Showing 65 courses from IE Business School
Interpreting the Statement of Cash Flows
IE Business School (via Coursera)
This course offers a comprehensive understanding of the statement of cash flows, providing insights into a company's financial health and performance. You will learn to interpret and analyze cash flow statements, evaluate financial health, and apply cash flow analysis to real-world scenarios. This short course is part of the previous Master Track Certificate in Business Essentials. You may also be interested in a related short course from this program, " Introduction to the Statement of Cash Flows."
Competitive Interactions and Disruptive Change
IE Business School (via Coursera)
In the following course, you will explore the dynamics of market competition, where you'll learn strategies to maintain market position against lower-priced competitors. Study case studies, understand economic factors, and delve into benchmarking. Learn to navigate industry disruptions with a deep understanding of competitive interactions and strategy development for change.
The Marketing Plan
IE Business School (via Coursera)
Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan. You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example. Ramon Diaz Bernardo - a professor with over 20 years experience - will guide you through the four most important stages of The Marketing Plan: analysis, marketing strategy; the marketing mix and expected results. On this journey, he will conduct interviews with leading experts from international companies in marketing as well as invite students to join him for explanations and discussions. This excellent and unique course allows you not only to learn the essential parts of The Marketing Plan but also map out the future of your own business and take the first steps on the path to launching your own product.
Brand Identity and Strategy
IE Business School (via Coursera)
Brand Identity and Strategy is an IE University course for those professionals who are ready to adopt a creative approach to empowering brands. Students will go through a journey that starts with understanding what a brand is and how they can build successful ones, whilst simultaneously segmenting their consumers appropriately. The course explores positioning and its importance to successful brands, looking at perceptual maps and the well-known iceberg model. It culminates in the development of real brand houses, which can be applied to the working world, and how picking the right name, colors, and logo can be instrumental to a brand’s success. The course is delivered by Rhodes Scholar-winning Professor, Dr Maria Eizaguirre, a member of IE Business School’s faculty.
Scaling Product and Processes
IE Business School (via Coursera)
If you are ready to scale up your startup, get ready to fine-tune your products and processes! Take the guesswork out of product-market fit, sales, and marketing for your scaleup with this course and discover what sets your product apart - and how to capitalize on what your company has to offer as you scale up your startup. In this course, you will learn how to rethink your product to make sure it is scalable; understand the importance and elements of a growth strategy; discover how to structure your growth team; learn how to align sales and marketing for the scaleup stage; and ensure you know how to protect your cash, your company, and your personal well-being in this crucial stage of going from startup to scaleup. This course brings together practical advice, real-life examples, and big-picture insights from well-known companies and experts in the field so you can see what has worked for other startup companies and develop a "toolbox" of scaling solutions. Get perspective on how your startup company operates and optimize it for scale – this course will prime your product and processes for exponential growth!
From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
IE Business School (via Coursera)
There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client. In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!
Marketing Strategy Capstone Project
IE Business School (via Coursera)
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.
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
IE Business School (via Coursera)
Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions in order to create valuable brands and win consumers. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions, and learn brand and product strategy key concepts such as, brand loyalty and equity, communications plans objectives and budgeting, AIDA model, FCB Grid, theoretical approaches to advertising design, message strategies, advertising appeals, executional frameworks, spokesperson selection, creative brief, among others. IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications, the placement of advertising and digital marketing.
Intelligence Tools for the Digital Age
IE Business School (via Coursera)
Digital technologies are changing business, government and society worldwide. Clearly, they’re opening up new risks and opportunities for every sector of the world economy. Such “futurology” may offer you the big picture, but what does a digital world mean for you, personally? Will you be ready for an automated, AI-assisted, big-data-driven employment future? This course provides you an answer to these questions, and it does so from a unique perspective: by introducing you to the world of intelligence analysis. First, this course explains some of the skills that will command a premium in the digital age, and why. Then, it offers you mental models and practical frameworks developed by the US intelligence community to give you a cognitive edge understanding the digital world. This edge is not about spying or secrets. It’s about better thinking. This analytic toolkit has nothing to do with tired, static MBA-style strategy frameworks. Instead, these tools to help you come to grips with the volatility, uncertainty, ambiguity and deception of the digital age. Ultimately, this course makes the case that as the world becomes more digital, your future success depends most of all on asking better questions of both yourself and others. Therefore, it teaches you how to adopt an intelligence analyst’s question-asking mindset. In short, take this course to acquire a sustainable business advantage through clearer, more structured thinking.
Posicionamiento: La base del éxito en la estrategia de marketing
IE Business School (via Coursera)
Pensar en el posicionamiento del producto o servicio es una tarea fundamental para desarrollar una estrategia de marketing exitosa. El posicionamiento es el corazón de cualquier estrategia de marketing, el núcleo que debes hacer bien. No importa si comienzas con una audiencia claramente definida o con una propuesta de valor diferencial, debes terminar con un posicionamiento claro sobre el que construiremos nuestro plan de marketing. El posicionamiento es el resultado de empezar con una propuesta de valor relevante para el segmento de mercado por el que hemos optado. Por lo tanto, durante el curso vamos a: • Analizar el proceso de marketing y el papel que juega el posicionamiento en ésta. • Cubrir los elementos básicos que necesitas trabajar para llegar a definir el posicionamiento (decidir la segmentación del mercado y la audiencia mediante la diferenciación y la propuesta de valor relevante). • Explicar en detalle cuál es el posicionamiento y cómo debes presentarlo. • Proporcionarte las herramientas prácticas para poder conseguir tu posicionamiento. • Hablar sobre las estrategias de posicionamiento a seguir y las tendencias clave del mercado. Después del curso, obtendrás una comprensión clara acerca de este importante concepto, cómo funciona en el mundo real y la forma de conseguirlo.
Diversification in Corporate Strategy
IE Business School (via Coursera)
Explore the strategic facets of corporate diversification in this course, focusing on the critical decisions regarding business engagement and market expansion. Learn the benefits and risks of diversification, and how to navigate the value chain effectively. Gain insights into strategic planning for diversifying your business portfolio.
Riesgos y oportunidades empresariales en una economía globalizada
IE Business School (via Coursera)
Oportunidades y riesgos empresariales en un mundo globalizado» es el tercer y último curso de la especialización «Globalización, crecimiento económico y estabilidad» impartido por la profesora de IE Business School Gayle Allard. En este curso, los alumnos aprovecharán los conocimientos y la teoría de sus dos cursos anteriores y los aplicarán a los eventos que actualmente suceden en el mundo. Además, puede funcionar como curso independiente para quienes quieran saber cómo afectan los factores macroeconómicos a las economías, los gobiernos y los ciudadanos en diversos países. Este curso incluye cuatro módulos, y cada uno profundiza en las circunstancias macroeconómicas que se han desarrollado en la reciente historia de cuatro regiones clave: EE. UU., Japón, Europa y China/India. Los alumnos analizarán cómo se relacionan las economías internacionales entre sí, las ventajas del comercio y la migración, el desarrollo económico y cómo se produce, entre otros temas. La profesora Allard toma la teoría macroeconómica dominante y la convierte en una herramienta práctica para quienes quieran conocer las oportunidades y los riesgos de invertir y hacer negocios en cada una de las cuatro regiones indicadas. ***Tenga en cuenta que los videos es este curso estan grabado en inglés, con subtítulos en español.
Building Culture in a Scale Up
IE Business School (via Coursera)
Company culture changes in the shift from startup to scaleup – and it's vital to create and sustain a culture where everyone on the team understands the company's mission, values, strategy and objectives. This course will help you get that crucial culture piece within your scaleup right. You'll discover the role the company founder and the company culture play in ensuring a successful transition from startup to scaleup, gain insights on building and fostering diverse teams, and understand the critical importance of implementing corporate governance structures that make sense for your company. Culture can be your company's superpower, and with this course, you'll be able to build and maintain the company culture that will bolster your company from the startup phase through the scaleup phase – and beyond.
Pricing Strategy
IE Business School (via Coursera)
Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn. Along this course, you will learn pricing strategy key concepts such as pricing psychology, price discrimination, willingness to pay of customers, optimal price and price elasticity. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life. After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can influence customers in order to drive the highest possible price for your product.
Marketing Management Essentials:The Marketing Plan Structure
IE Business School (via Coursera)
In this course, you will embark on a journey through the fundamentals of marketing management. You'll learn the steps to understand the market and consumer behavior, create and deliver a strategic marketing plan, and capture value for profit and brand growth. Engage customers effectively and measure success with key performance indicators for impactful marketing outcomes. Develop, execute, and monitor marketing strategies to achieve your business goals.
Comercio, Inmigración y Tipos de Cambio en un Mundo Globalizado
IE Business School (via Coursera)
Este es el segundo de los tres cursos que forman parte de la Especialización en Globalización, Crecimiento Económico y Estabilidad. Este curso se enfocará en las facetas de la globalización que afectan las perspectivas y decisiones económicas de un país. La globalización ha sido recientemente el tema predominante en muchos debates políticos, y este curso abordará los determinantes de la globalización. Será separado en cuatro módulos; el primer módulo explicará las tasas de cambio. Cubrirá lo que determina el tipo de cambio y cómo los diferentes tipos de cambio afectan la economía y la realidad de las monedas. El segundo módulo explorará el comercio, la realidad del libre comercio y lo que le ocurre a la economía de un país con proteccionismo. El tercer módulo se incluirá en la balanza de pagos, te ayudará a comprender cómo funcionan las transacciones económicas entre un país y el resto del mundo. El cuarto módulo se centrará en Inmigración, que es probablemente uno de los temas más controvertidos de la actualidad. Explicará cómo la migración afecta a los países de acogida y cubrirá las tendencias de migración actuales. El quinto módulo pondrás todos tus conocimientos en práctica y tendrás que analizar cinco variables sobre la economía española en dos periodos 2004-2012 y 2013-2018.
Gestión de marca y producto
IE Business School (via Coursera)
El objetivo principal es identificar la información crítica necesaria para desarrollar una estrategia de producto y marca que genere tanto ganancias rápidas como valor a largo plazo. A lo largo de este curso, aprenderá conceptos clave de la estrategia de marca y producto, como el ciclo de vida del producto, la estimación de la demanda del producto, el desarrollo y lanzamiento del producto y la marca, la cartera de productos, el análisis de la competencia, la esencia y la identidad de la marca, la arquitectura de la marca, el valor de la marca, la cartera de marcas, el recorrido de la experiencia del cliente, el embudo de compra, los puntos de contacto clave con el cliente y el compromiso con la marca. Al completar este curso, será capaz de crear un plan de actividades para dar vida a su estrategia de marca, tanto externamente hacia los consumidores como internamente hacia los empleados. Podrá definir las métricas adecuadas para determinar el éxito a la hora de implementar su estrategia de producto y marca, teniendo en cuenta cualquier ajuste que pueda realizarse usando una metodología de prueba y aprendizaje. Luis Rodríguez Baptista -profesor de IE University y Consultor de Marketing- le guiará a través de seis módulos que comienzan explicando el reto de gestionar los productos a lo largo de su "ciclo de vida" y culminan aprendiendo a dotar a sus empleados de conocimientos sobre cómo cumplir su promesa de marca. El curso incluye entrevistas con consumidores y profesionales del sector, que ayudan a ilustrar la importancia de la estrategia de marca. Gestión de marcas y productos es un curso único que le permite comprender la importancia de la gestión de marcas y productos y, a continuación, utilizar herramientas de desarrollo de marcas, arquitectura y carteras, para alcanzar el éxito. Este curso también está disponible en inglés. Para unirse a la versión en inglés totalmente traducida, visite esta página: https://www.coursera.org/learn/brand-management?specializ...
Diversity with Inclusion in Organizations
IE Business School (via Coursera)
For any group to perform at its best, it’s important that its members feel valued. This can only be achieved if the team, beginning with the team leader, fosters an environment of inclusion where each person has the opportunity to contribute and is valued for his or her distinctive skills and perspectives. We’ll be introducing you to established frameworks, including Kathryn Sorrells’ Intercultural Praxis Model, which will serve as the guide for this course. Through this model, we’ll learn how to raise awareness about our reactions to difference, optimize critical analysis, and develop responsible social action. In this course, we’ll also review some of the basic concepts that make up the process of inclusion. We’ll discuss theories surrounding inclusion in organizations, and we’ll provide you with strategies on how to react when a moment of exclusion occurs within your team. In addition to the foundational knowledge you'll gain from this course, you’ll also take away a practical toolkit for fostering an inclusive environment. This course can be taken independent of or along with its companion courses: Fundamentals of Diversity; Cognitive and Experiential Diversity; and Diversity and Belonging in Businesses and Organizations.
Fundamentos del marketing mix
IE Business School (via Coursera)
En este curso haremos una introducción a las cuatro Ps del marketing (producto, precio, promoción y plaza), y te hará analizar estratégicamente tu producto o servicio. La primera sesión es sobre gestión de productos. Está diseñada para proporcionar los conocimientos necesarios para comprender y gestionar el papel estratégico de marcas y productos en la generación de los resultados del negocio. Posteriormente trabajaremos sobre la definición de las estrategias de precios en donde cubriremos los principales conceptos y técnicas para formular precios. A través de las sesiones sobre actividades promocionales (comunicación y publicidad) explorarás los diferentes canales de comunicación disponibles y comprenderás la importancia del plan de medios. Todo estos se complementa con lo que aprenderás en la sesión final sobre la última " P “ – Place - donde se tienen en cuenta los canales y estrategias de venta, con el objetivo primordial de la definición de una estrategia de distribución para su producto o servicio.
Network Externalities, Platform Markets and Sharing
IE Business School (via Coursera)
In this course, you will uncover the impact of network externalities in the digital economy. Learn how they fuel internet-based business models and the rise of unicorns, and how they create a winner-takes-all market. Understand different network externalities and their effects on competition and consumer choice. Dive into real-world examples to grasp these market-shaping forces.
Marketing Management Essentials: Market Analysis
IE Business School (via Coursera)
In this course, you will discover the essentials of marketing management in a concise course that covers market analysis, strategy, and execution. Master the 5C analysis to understand the market and your company's position, enabling strategic decision-making and market opportunity assessment to elevate your marketing expertise efficiently.
Agile Accelerator: Navigating Lean Startup, Agile, and Scrum
IE Business School (via Coursera)
This short course is aimed at students or professionals who would like to learn how to apply Agile methodologies to their projects or to their own business contexts to shorten the project development cycle. In this course, students will learn the main concepts of lean startup methodology, explain how Agile can be used to implement solutions and improve products and services, and apply scrum methodology to specific business problems or situations. Students will learn through a variety of readings and a multimedia material with interactive videos and activities, and will be prepared to apply these methodologies to their own projects once they complete the course. This short course is part of the previous Master Track Certificate in Business Essentials. You may also be interested in a related short course from this program, "From Ideas to Impact: Design Thinking for User Centricity."
فهم صنع السياسات الاقتصادية
IE Business School (via Coursera)
وسوف تستخدم هذه الدورة منهجية غير فنية لتحليل الكيفية التي تستخدم بها الحكومات السياسة من أجل التأثير على الاقتصاد في الدولة. عند إكمال هذه الدورة التدريبية، يجب أن تكون قادرًا على مناقشة الديون والوطنية والعجز الوطني، وفحص السياسة المالية والنقدية ومدى ملائمتها للموقف الخاص بالاقتصاد، بالإضافة إلى توقع نتائج السياسات المالية والنقدية والإصلاح الهيكلي على الدولة. وسوف توفر لك هذه المفاهيم الأدوات اللازمة لتطوير موقفك في العديد من النقاشات الاقتصادية الحالية، مثل الحوافز الاقتصادية في مقابل التقشف، أو امتيازات التسهيل الكمي، أو الحاجة إلى أسعار فائدة أعلى، أو مسار النمو المستقبلي للعديد من الاقتصادات المعاصرة.
Marketing Management Essentials: Price and Place
IE Business School (via Coursera)
In this course you will gain insights into content marketing management, focusing on product creation, management, and branding strategies. Delve into pricing strategies like customer value, cost-based, and competition-based pricing, and learn the best approaches for product launches. Understand the product lifecycle, deliver value through pricing, and master distribution channels for optimal market reach.
Liquidity and Solvency in Financial Accounting
IE Business School (via Coursera)
This course on liquidity and solvency in financial accounting is designed to provide a comprehensive understanding of how to assess a company's short-term and long-term financial health. You will learn to calculate and interpret liquidity ratios, analyze management efficiency through various financial ratios, and evaluate a company's long-term solvency. This short course is part of the previous Master Track Certificate in Business Essentials. You may also be interested in a related short course from this program, "Profitability in Financial Accounting."
Profitability in Financial Accounting
IE Business School (via Coursera)
This course on profitability in financial accounting is designed to equip participants with the knowledge to understand and analyze key profitability ratios, such as return on assets (ROA) and return on equity (ROE). You will learn how to apply profitability analysis to business decisions, examine profit margin and earnings per share (EPS), and gain insights into the financial performance of a company relative to its inputs like sales, debt, and equity. This short course is part of the previous Master Track Certificate in Business Essentials. You may also be interested in a related short course from this program, "Liquidity and Solvency in Financial Accounting."
Beyond the Obvious: How to Think in the Age of Generative AI
IE Business School (via Coursera)
Generative AI tools are revolutionizing how we access information, make decisions, and form opinions, but they also introduce new risks. In an age where AI can generate confident-sounding claims, charts, and arguments at scale, critical thinking is more essential than ever. In this course, you’ll use Generative AI as a thinking partner to spot false patterns, challenge biased evidence, break apart misleading averages, and uncover logical flaws in headlines, dashboards, and data-driven claims. Along the way, you'll learn to recognize classic reasoning traps, from Simpson’s Paradox to base rate neglect, survivorship bias, and more. By the end of the course, you'll be able to evaluate arguments using logic and evidence, not emotion or popularity; detect hidden assumptions, flawed comparisons, and biased sampling; and use AI tools to test claims, simulate opposing views, and sharpen your reasoning. Whether you're a student, decision-maker, or lifelong learner, this course will help you use AI not just to think faster, but to think better.
Foundations of Strategy
IE Business School (via Coursera)
Strategy is a complex field and intrinsically related to economics. In this first week of this course you will learn the basic logic of how firms and markets function by using economic logic from a distinctly strategic perspective. The economic logics discussed in the first week have shaped the field of strategic analysis from very early on. Porter’s Five Forces – probably the most well-known strategic analysis tool – directly builds on the notion of market structures and helps us to get a deeper understand of how the competitive environment affects the ability of firms to generate true economic profits. In this week, we´ll look at how Porter's Five Forces are related to market structures, economies of scale, and begin to touch on how firms leverage these to create competitive advantage. Week three, we will move away from exclusively considering the external structure of an industry as the source of competitive advantage and instead focus our view on the internal resources and capabilities within firms – and the associated “resource based view” to look at how internal resources and capabilities play out in competitive situations. Looking through the lens of the five forces at the industry, or through that of the resource-based view at firm internal resources and capabilities, feels a bit like swings of a pendulum – and, indeed, strategic theory and practice over the last decades has veered from a near-exclusive focus on the environment to being entranced by firms’ core capabilities. However, to get the full picture of where your firm stands (and where it and its industry may move) requires us to consider both of these perspectives! In this final week we will work on this crucial integration by building our understanding of what a competitive advantage truly is – and what distinct forms it can take.
Estrategia de precios
IE Business School (via Coursera)
La fijación de precios es una de las decisiones de marketing más importantes pero menos comprendidas. Aprenda y practique conceptos y técnicas, y familiarícese con las últimas ideas sobre evaluación y formulación de estrategias de fijación de precios. Analice cómo las empresas intentan captar valor, además de beneficios, en los ingresos que obtienen. A lo largo de este curso, aprenderá conceptos clave de la estrategia de fijación de precios, como la psicología de la fijación de precios, la discriminación de precios, la disposición a pagar de los clientes, el precio óptimo y la elasticidad de precios. Este curso se centra además en la dinámica de la fijación de precios y la reacción frente a y por parte de los competidores, adoptando un enfoque muy pragmático y directamente aplicable a su día a día profesional. Después de este curso, podrá contribuir al proceso de formulación de estrategias de fijación de precios para sus propios productos y servicios, o los de su empresa. Martin Boehm - Profesor del IE y Decano de la Escuela de Negocios con más de 10 años de experiencia - le guiará a través de cuatro módulos. Comenzamos con la importancia de la fijación de precios y cómo puede afectar en última instancia a los resultados finales. A continuación, pasamos a los métodos que le ayudarán a decidir cuál es el precio óptimo para su producto; y después a la discriminación de precios: ¿deberían todos sus productos seguir la misma estrategia de precios o debería diferenciarlos en función del segmento de clientes? Por último, analizaremos la psicología de la fijación de precios y cómo influir en los clientes para conseguir el precio más alto posible para su producto.
Basics of Accounting for Liabilities
IE Business School (via Coursera)
This course is designed to provide you with a solid foundation in understanding liabilities within an accounting context. By examining real-world examples and case studies, you will gain insights into the balance between debt and equity, and how this balance affects a company's financial strategy and risk profile. The course aims to equip you with the knowledge and skills necessary to assess financial debt and equity, ultimately contributing to the financial stability and success of any business. This short course is part of the previous Master Track Certificate in Business Essentials. You may also be interested in a related short course from this program, "The Basics of Accounting for Assets: Long-Term Assets."
Investigación de mercados y comportamiento del consumidor
IE Business School (via Coursera)
El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing. Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso. El segundo módulo se enfoca en el proceso de toma de decisiones por parte del consumidor, resaltando los momentos clave en el proceso de compra y consumo de un producto. Adapta tu enfoque “cliente-céntrico” en decisiones de marketing mediante el análisis de cómo tus clientes toman sus decisiones, reflexionando en qué sucede en sus corazones y mentes al momento de tomar decisiones y analizando las variables que son influyentes para tomarlas.
Basics of Accounting for Assets
IE Business School (via Coursera)
This course provides a comprehensive understanding of key accounting principles related to assets. It covers topics such as revenue recognition, bad debt expense, and various inventory methods including FIFO, LIFO, and average cost. The course is designed to help learners comprehend how these concepts impact financial statements and the importance of matching costs with sales. This short course is part of the previous Master Track Certificate in Business Essentials. You may also be interested in a related short course from this program, "The Basics of Accounting for Assets: Long-Term Assets."
Trade, Immigration and Exchange Rates in a Globalized World
IE Business School (via Coursera)
This is the second of the three courses part of the Globalization, Economic Growth and Stability Specialization. This course will focus on facets of globalization that affect a country´s economic perspectives and decisions. Globalization has recently been the predominant subject in many political debates, and this course will go into the determinants of globalization. It will be separated into four modules; the first module will explain exchange rates. It will cover what determines exchange rate and how different exchange rates affect the economy and the reality of currencies. The second module will explore trade, the reality of free trade, and what occurs to a country´s economy with protectionism. The third module will go into the balance of payments, it will help you understand how economic transactions between a country and the rest of the world work. The fourth module will focus on Immigration, which is probably one of the most controversial subjects today. It will explain how migration affects host countries and it will cover current migration trends.
Proyecto capstone estrategia de marketing
IE Business School (via Coursera)
En el proyecto final será necesario que utilices todos los conocimientos adquiridos a lo largo de esta especialización, para desarrollar un plan de marketing coherente para un producto o servicio.
Brand and Product Management
IE Business School (via Coursera)
The main objective is identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value. Along this course, you will learn brand and product strategy key concepts such as product lifecycle, product demand estimation, product and brand development and launching, product pipeline, competitors analysis, brand essence and identity, brand architecture, brand equity, brand portfolio, customer experience journey, purchase funnel, key customer touchpoints and brand engagement. By completing this course, you will be able to create an activity plan to bring your brand strategy to life - both externally toward consumers and internally toward employees. You will be able to define the right metrics for determining success when implementating your product and brand strategy, considering any adjustments that may need to make under a test-and-learn methodology. Luis Rodriguez Baptista - a professor at IE University and Marketing Consultant - will guide you through six modules that begin by explaining the challenge of managing products through their "lifecycle" and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumers and industry professionals, which help illustrate the importance of brand strategy. Brand and product management is a unique course that enables your understanding on the importance of brand and product management and then use brand development tools, architecture, and portfolios, to achieve success.
Branding and Customer Experience
IE Business School (via Coursera)
Whether students come from a Branding or a Customer Experience background or perspective, this course will explore the synergies between and the intersection of the two sets of activities. While there are different approaches to defining a branding strategy, a branding project’s implementation impacts many departments and their customer-facing activities. In this sense, it’s essential to understand branding efforts in the context of Customer Experience. In this course, we will use a framework - adapted from Customer Journey Mapping - for focusing and organizing students' thinking about the operational implications of their branding projects. Through the framework, we will derive an operational language for aligning activities and measuring impacts across multiple departments and the customer touch points they manage.
Marketing Mix Fundamentals
IE Business School (via Coursera)
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. The Product session is designed to provide you with the knowledge to understand and manage the strategic role of brands and products in generating business results, whilst the focus on Pricing will cover the main concepts and techniques to formulate prices. Compliment this with skills from the “P” session Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service. Finally, through the Promotional activities (Communication) session, explore the different communication channels available and understand the importance of the media plan, dealing specifically with social media and omni-channel strategy. IE Professors Maria Teresa Aranzabal and Fernando Cortiñas will guide you through this incredibly important stage of marketing strategy using expert interviews with industry professionals. After this course you will be ready to decide where and how you want to market your product.
The "Who" of the Marketing Strategy:Segmentation & Targeting
IE Business School (via Coursera)
In this course, you will dive into the strategic marketing world. Learn to understand the market, meet consumer needs, craft and execute a clear marketing strategy, and drive profitability. Equip yourself with the skills to define and implement effective marketing strategies, achieving your business goals.
Making Architecture
IE Business School (via Coursera)
Making Architecture offers unique insight into the mind and work of an architect. Through this course, learners will develop a designer mindset, analyze the impact of natural and cultural environments on architectural designs, imagine architectural space by applying design principles, and craft compelling stories about their designs. By completing this course, learners will gain transformative skills in creativity and problem-solving as they apply techniques like divergent thinking while honing their capacity for empathy and observation. Ultimately, learners will be able to apply what they learn in this course to enrich their own contexts -- beyond just architecture and design. This course is intended for a varied audience! It serves as a wonderful introduction for learners who seek to formally study architecture and for those who are interested in simply learning more about the process of design. The course is also a fantastic resource for professionals in any discipline who want to push their creative thinking, brainstorming capabilities, storytelling skills, and problem-solving.
Scale Up Specialization Capstone
IE Business School (via Coursera)
In the Scale Up Specialization Capstone, you'll develop insights into how and why start-ups scale up across their entire business - from products and processes, to sales and marketing, and all the way through to company culture. You'll go in depth to examine how a real start-up of your choice scaled up and create a case study of that company, showcasing your understanding of the issues a scaleup faces and how to overcome these issues and challenges - from the initial moment when the start-up sees that scaling up becomes a possibility, through transitions in product and processes, to the creation of a strong, effective, and resilient company culture that will last. For the project, you'll profile a former start-up company and investigate how that company scaled, producing a polished and comprehensive piece of writing that demonstrates your understanding of the scaleup journey. In this piece, you'll explore how start-ups plan for the scaleup phase, how they scale up product and processes, how they adapt their sales and marketing strategies, how operations are affected, and how they build and maintain a productive, effective and diverse company culture through the scaleup phase. This Capstone course is aimed at learners who have experience of working in a start-up and want to scale up their business, providing an opportunity for you to apply what you have learned in the three previous courses on scaling up a startup (Scale Up Your Startup, Scaling Product and Processes, and Building Culture in a Scaleup).
Market Research and Consumer Behavior
IE Business School (via Coursera)
Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for an overall successful marketing strategy. It is separated into two sections: Market Research and Consumer Behavior. Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations. You will then focus in on the consumer decision-making process, highlighting the key moments from identifying a need to buying and consuming a product. Adopt a true “consumer focus” in your managerial decisions by analyzing how consumers make decisions, what happens (in their hearts and minds) at different stages of the decision making process, and the variables that influence those decisions. This course will equip you with the knowledge required to understand the state of your product before approaching the market strategy. There’s no better place to build the foundations of your marketing journey!
The "What" of the Marketing Strategy
IE Business School (via Coursera)
In this course, you will explore the essentials of marketing, where you'll learn to understand the marketplace, create value through strategic marketing, and capture value for profit and brand equity. Engage with customers across digital and physical platforms, and manage initiatives with key performance indicators to ensure successful marketing outcomes. Develop and implement effective marketing strategies with measurable results.
Positioning: What you need for a successful Marketing Strategy
IE Business School (via Coursera)
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. In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills. The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract.
The Basics of Accounting for Assets: Long-Term Assets
IE Business School (via Coursera)
This course offers an in-depth look at long-term assets within the realm of accounting. You will gain insights into the classification and management of property, plant, and equipment, as well as the nuances of goodwill and intangible assets. The course covers the principles of depreciation, the matching concept, and the various methods used to allocate the cost of assets over their useful lives. This short course is part of the previous Master Track Certificate in Business Essentials. You may also be interested in a related short course from this program, "Basics of Accounting for Assets."
Marketing Management Essentials: Product and Branding
IE Business School (via Coursera)
In this course, discover the stages of a product's life. From inception to decline. Learn to navigate the product lifecycle, analyze market trends, and develop strategies for a competitive edge. Understand the importance of each phase in the lifecycle to optimize product strategy and market presence.
Channel Management and Retailing
IE Business School (via Coursera)
Nowadays, a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management. In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management. Profesor Maria Teresa Aranzabal guides you through: The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others. The retail focus: how a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness. In this course you will learn how to stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process. The main goal of this course is that you understand how channel management and retailing can improve performance in your business. We use interviews with industry experts and give real-life examples of how to ensure your business makes the most of this vital area of marketing.
Cognitive and Experiential Diversity
IE Business School (via Coursera)
"Cognitive and Experiential Diversity" is the second course in the specialization titled "The Journey to Diversity, Inclusion, and Belonging." This course takes a novel approach to understanding diversity by exploring the nature of cognitive and experiential diversity. Understanding these "invisible" forms of diversity is essential for an organization to thrive, and fostering this diversity among members of an organization will drive innovation and disruption. Join us on this course to expand and challenge your understanding of diversity.
Business Opportunities and Risks in a Globalized Economy
IE Business School (via Coursera)
This is the last of the three courses part of the Globalization, Economic Growth and Stability Specialization.¨Business Opportunities and Risks in a Globalized World¨ is the the 3rd and final course of the ¨Globalization, Economic Growth and Stability¨ Specialization taught by IE Business School's Professor Gayle Allard. This course is designed to help an investor, businessperson or economist approach macroeconomic, institutional and international data and derive information from the indicators that point to the types of opportunities and risks that they present. Students will gain practice by handling the data of some of the largest economies in the world –the United States, Japan, the European Union, China and India—and “reading the story” of their economies from their data, yielding surprisingly profound conclusions about their present and future. The course is the third in a series for the specialization but it is also a stand-alone course for anyone who wants practice in practical macroeconomics. This course includes 4 modules, each one deep-diving into the macroeconomic circumstances that have been brought up in the recent history of four key regions: the USA, Japan, Europe, and China and India. Students will analyze the ways in which international economies relate with one another, the benefits of trade and migration and economic development and how it occurs, among other themes. Professor Allard takes overarching macroeconomic theory and turns it into a practical tool for those interested in the opportunities and risks of investment and doing business in each of the four regions covered.
Implementación del Marketing Mix Proyecto Capstone
IE Business School (via Coursera)
El proyecto capstone te ofrece la oportunidad de poner en práctica lo que has aprendido a lo largo de la especialización a través de una de estas opciones: I – Ayuda a una gran empresa a encontrar solución a problemas reales que está enfrentando en las áreas de las 4P. Tras realizar un análisis exhaustivo de la situación actual, recomienda planes de acción específicos para resolver dilemas de la empresa. Un caso de estudio de la vida real. II – ¿Tienes tu propio producto o servicio? Dale una nueva perspectiva a través del marketing mix. Si planeas lanzar tu propio producto o servicio al Mercado, decide qué acciones ejecutar para cada una de las 4P a través de esta opción de proyecto final personalizado, y dale a tu idea ese empuje final. Ambas opciones tienen distintas fases con proyectos evaluados por tus compañeros.
Diversity and Belonging in Businesses and Organizations
IE Business School (via Coursera)
This course on Diversity and Belonging in Businesses and Organizations will support individuals, teams, and organizations to better understand and implement policies and practices that promote the inclusion as well as the belonging of all employees. We aim to cover the following topics: Policies - How to identify and understand the ways in which the structural dynamics of an organization can preclude a sense of belonging and how to use inclusive policies as a tool to foster belonging. Practices - How to design an organizational culture that promotes the well-being and belonging of all its constituents through kindness, empathy, openness, and compassion. People - How to leverage the creation of affinity groups and task forces to overcome structural biases, build community, and create a greater sense of belonging. The final module of the course provides complementary resources to bring course concepts together and support an organization's belonging efforts.
Analizando las Políticas Económicas
IE Business School (via Coursera)
Este curso utiliza un enfoque no técnico para analizar la forma en la que los gobiernos utilizan políticas económicas para influenciar la economía de sus países. Al finalizar el curso el participante hablará con propiedad sobre temas tan importantes como la deuda y el déficit de los países, podrá examinar las políticas fiscales y monetarias así como las reformas estructurales de los países. Estos conceptos le ofrecerán los conocimientos necesarios para estar informados y poder crear su propio criterio respecto a los debates económicos de la actualidad: estímulos fiscales vs. austeridad, las virtudes de las innovaciones de los bancos centrales en política monetaria, cuándo se necesitan altas tasas de interés y el camino hacia el crecimiento para muchas de las economías más avanzadas.
El plan de marketing
IE Business School (via Coursera)
¿De qué sirve una estrategia de marketing perfecta sin saber cómo actuar e implementarla en el mercado? Definiremos la estrategia y el marketing mix que tu producto / servicio o marca deben seguir. El plan de marketing incluye la estrategia de marketing y el plan para implementarla. En el desarrollo del plan de marketing, tendrás que responder a preguntas tales como: ¿Qué mix de marketing se ofrecerá y para quién? ¿Qué recursos de la empresa se necesitarán? ¿Qué resultados se esperan? Después de aprender los fundamentos de la gestión de marketing y los componentes clave del diseño de la estrategia de marketing, este curso sobre plan de marketing combina todos los conceptos para aplicarlos en una forma práctica.
From Ideas to Impact: Design Thinking for User-Centricity
IE Business School (via Coursera)
This short course provides a comprehensive introduction to design thinking, a human-centered approach to problem-solving widely used for driving innovation. In the course, learners will discover the steps of the design thinking framework, understand how these steps are carried out by organizations and teams, and discover unique applications of design thinking so they, too, can apply these principles in their own professional contexts. The content is structured into three lessons, guiding learners through both theoretical and practical aspects of design thinking. The course is aimed at learners who do not yet have knowledge in design thinking methodology, those looking to further their capabilities in business essentials skills, and those looking to discover ways of generating innovation within their teams.
Storytelling in Branding and Content Marketing
IE Business School (via Coursera)
Storytelling in Branding and Content Marketing is an IE University course for professionals who want to learn how to produce memorable content through quality storytelling. Students will go through a learning process that will start with a deep understanding of the term Branded Content and its main differences with traditional advertising, simultaneously creating an effective storyline based on strong brand values and messages. The course analyses the production of quality journalism and explores how to create memorable and long-lasting connections with a given target audience in a world of constant content surplus. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge about how to produce a good call to action and retain the audience's attention.
Legal Tech & Startups
IE Business School (via Coursera)
LegalTech is the reaction to the disruption that technology is having across all sectors of the economy. Considering that the legal sector is one of the most resistant to change, due to its conservative nature, we can see just how different the future will be. In this course, IE professor Marti Manent will guide you through the essential stages of this disruption in technology, giving you the key tools and ideas to consider when starting your online business. In the course, Marti explains the key market trends that you will encounter and will provide you with a handy practical toolbox. The course features interviews with industry professionals as well as very motivating and interesting lectures that will help you open your mind and better understand everything in the course. Be part of this disruption that technology is having in the legal sector and join Professor Marti during this exciting new course.
Why Scale a Startup?
IE Business School (via Coursera)
If you want to find out how to begin to scale up a start-up company, this course is for you! This course will guide you through all the key questions you need to ask yourself to prepare to scale up a start-up, provide you with key tips and frameworks to begin the scaleup process for a start-up, and offer insights from real, successful companies who have been in your shoes before and have scaled up their start-ups. In this course, you'll learn to differentiate between growth and scaling, identify the key challenges of scaling up (and solutions to these challenges), and pick up best practices for scaling a start-up effectively and efficiently to build a weatherproof company. You'll get practical advice and big-picture insights from well-known companies and experts in the field who have scaled up their start-ups so you can see what has worked for other companies and develop a "toolbox" of scaleup solutions. Make your scaleup journey as smooth and surprise-free as possible - with this course, you´ll know the types of issues that arise when start-ups scale up and learn how to solve them!
Value Creation for Corporate Strategy
IE Business School (via Coursera)
Delve into the strategic world of vertical value chains with this course, where you'll learn the importance of cooperation and value creation. Discover historical and modern approaches to vertical integration, like Ford's, and when to make or buy inputs and services. Understand the role of synergies and strategic decision-making in optimizing your industry's value chain.
Fundamentals of Diversity
IE Business School (via Coursera)
"The Fundamentals of Diversity" is the first course in IE University's specialization titled "The Journey to Diversity, Inclusion, and Belonging." This course will provide learners with the basic tools to navigate diversity and diverse organizations. Throughout the course, learners will analyze how to promote diversity across demographic categories such as gender, ethnicity, race, disability, age, and physical appearance. The course will also empower learners to identify the challenges posed by diversity. Finally, learners will gain a working knowledge of how to manage diversity in organizations and teams. This course is designed for all: students and young professionals as well as older and senior professionals looking for a better understanding of what diversity is and the critical role it plays in an organization.
Critical Perspectives on Management
IE Business School (via Coursera)
This course is designed for students of all backgrounds who have an interest in how firms are governed, the forces that have helped define modern management practice, and the outcomes of that practice not only for the firm itself, but also for the societies in which they operate. For students who are thinking of a career in management, it may also prove useful as a basic introduction to some of the conceptual vocabulary and ideas behind modern theories of management. Using a wide disciplinary approach - from economics and history to social theory and even a smattering of biblical criticism - the course will invite students to consider several core management strategies and priorities from often unexpected perspectives in order to judge their success or failure. The key objective of the course is to bring into critical focus how we think about the function and culture of management, how managers understand their role within a firm, how they take decisions, set priorities and benchmark success and failure. Topics include: the function of the firm; the role of incentive; the ways in which narrative forces shape decision making, and how market relationships define the managerial culture in ways that can lead to sub-optimal outcomes.
Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más
IE Business School (via Coursera)
¿Está familiarizado con las campañas de comunicación de marketing? Aprenda más sobre este pilar clave del marketing mix y utilícelo para dar el empujón que su producto o servicio necesita. Con este curso comprenderá las cuestiones más importantes a la hora de planificar y evaluar estrategias y ejecuciones de comunicaciones de marketing para crear marcas valiosas y ganar consumidores. Será capaz de combinar las teorías y modelos adecuados con la información práctica para tomar mejores decisiones en comunicaciones de marketing, y aprenderá conceptos clave de estrategia de marca y producto como, lealtad y equidad de marca, objetivos y presupuesto de planes de comunicación, modelo AIDA, FCB Grid, enfoques teóricos del diseño publicitario, estrategias de mensaje, atractivos publicitarios, marcos de ejecución, selección de portavoces, brief creativo, entre otros. La profesora de IE Business School Eda Sayin le guiará a través del proceso con la ayuda de entrevistas a expertos de empresas internacionales de marketing y le proporcionará interesantes ejemplos de la vida real. Después de este curso estará equipado con el conocimiento para asegurarse de que toma la decisión correcta cuando se trata de comunicaciones, la colocación de la publicidad y el marketing digital.
Market Research Essentials for Marketing Management
IE Business School (via Coursera)
In this course, you will gain a competitive edge with our focus on market research's pivotal role in business strategy. Learn to differentiate between data types, apply various research methods, and turn insights into actionable outcomes. Understand why data-driven decision-making is essential in today's business landscape and how it can propel your company forward.
Aprendiendo a Aprender
IE Business School (via Coursera)
Con el propósito de desarrollar habilidades y herramientas mentales que favorecen el aprendizaje, Aprendiendo a Aprender busca ayudar a los participantes a dominar temas complejos y difíciles; además de motivarlos a continuar aprendiendo a lo largo de la vida. Aprendiendo a Aprender se encuentra divido en cuatro grandes módulos: en el primero, se explica en qué consiste realmente aprender, qué pasa en el cerebro cuando aprendemos, el rol de la memoria, la práctica regular, y el hecho de que, durmiendo, también se puede aprender. En el segundo módulo, se presenta la fragmentación como una técnica muy sencilla, que trata de fragmentar ideas y conceptos, a modo de poder retenerlos y utilizar el pensamiento de manera más eficaz. En el tercer módulo, se aborda los problemas de procrastinación, ese gran reto que hace difícil reconciliar nuestra vida diaria con el aprendizaje. Por último, en el cuarto módulo, se expone cómo liberar todo tu potencial y utilizar el aprendizaje realmente para todo aquello que el participante se plantee: aquí se busca convencer a la persona, la edad o el envejecimiento no son limitantes, tampoco se necesita envidiar a los genios; pues una vez que se aprende, se descubrirá todo lo que realmente una persona es capaz de aprender.
Gestión del canal de distribución y retailing
IE Business School (via Coursera)
Hoy en día, una estrategia de distribución forma parte del ADN de muchas empresas y una correcta gestión del canal es clave para el éxito de su producto. Los planes de distribución deben prepararse a largo plazo, combinando las siguientes áreas principales: perfil de la empresa, estructura de la cartera y posicionamiento de precios, política de salida al mercado, marketing comercial y minorista, comercio electrónico y gestión minorista global. En la última década, ha habido dos revoluciones principales que han afectado a las industrias, aumentando la importancia de la Gestión del Canal de Distribución. La profesora Maria Teresa Aranzabal le guiará a través de: La revolución de las TI: considerando los desarrollos en CRM, cadena de suministro, herramientas de planificación, mercancía y sistemas de reasignación, entre otros. El enfoque minorista: cómo una estrategia minorista clara puede ser un elemento diferenciador para las empresas y una fuerte arma de competitividad. En este curso aprenderá a mantenerse al día sobre cómo las empresas están incorporando estos aspectos a sus principales directrices estratégicas y convirtiéndolos en puntos clave de su proceso de toma de decisiones de gestión. El objetivo principal de este curso es que comprenda cómo la gestión de canales y la venta al por menor pueden mejorar el rendimiento de su empresa. Utilizamos entrevistas con expertos del sector y ofrecemos ejemplos de la vida real sobre cómo garantizar que su empresa saque el máximo partido a esta área vital del marketing.
Understanding economic policymaking
IE Business School (via Coursera)
This is the first of the three courses part of the Globalization, Economic Growth and Stability Specialization. This course will employ a non-technical approach to analyze how governments use policy to influence a country's economy. Upon completing the course you should be able to discuss national debts and deficits, examine fiscal and monetary policy and their appropriateness to the situation of an economy, and anticipate the results of fiscal and monetary policies and structural reform on a country. These concepts will give you the tools to develop your own position in many current economic debates, such as fiscal stimulus vs. austerity, the merits of quantitative easing, the need for higher interest rates or the future growth path of many modern economies.
Marketing Mix Implementation Capstone
IE Business School (via Coursera)
Bring your marketing knowledge to life in this hands-on marketing mix capstone project. In this course, you will apply everything you’ve learned throughout the specialization to a real-world business challenge: analyzing Tesla Motors and the launch of the Model X. Acting as a marketing decision-maker, you will develop and justify strategic choices across the 4Ps of marketing—product, price, place, and promotion. Through a series of structured activities, quizzes, and peer-reviewed assignments, you will: 1. Evaluate Tesla’s existing strategy (Model S) 2. Make data-driven decisions for the Model X launch 3. Build an integrated marketing strategy 4. Deliver a final presentation showcasing your recommendations This marketing strategy capstone is designed to bridge the gap between theory and practice, helping you develop the skills needed to tackle real-world marketing challenges with confidence. By the end of the course, you will be able to analyze, design, and communicate a complete marketing mix strategy in a professional context.