Über diesen Kurs
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Ca. 14 Stunden zum Abschließen

Empfohlen: 4 weeks of study, 1-3 hours/week...


Untertitel: Englisch, Vietnamesisch

100 % online

Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Flexible Fristen

Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.

Ca. 14 Stunden zum Abschließen

Empfohlen: 4 weeks of study, 1-3 hours/week...


Untertitel: Englisch, Vietnamesisch

Lehrplan - Was Sie in diesem Kurs lernen werden

2 Stunden zum Abschließen

Course Overview & Week 1

Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.

16 Videos (Gesamt 78 min), 4 Lektüren, 1 Quiz
16 Videos
3.- Framing Marketing Challenges, Part 14m
4.- Framing Marketing Challenges, Part 26m
5.- The Marketing Process, Part 16m
6.- The Marketing Process, Part 24m
7.- Segmentation, Part 14m
8.- Segmentation, Part 23m
9.- Segmentation Part 35m
10.- Segmentation Part 42m
11.- Marketing Research, Part 17m
12.- Marketing Research, Part 25m
13.- Marketing Research, Part 34m
14.- Targeting and Positioning, Part 16m
15.- Targeting and Positioning, Part 25m
4 Lektüren
About Week 110m
Required Reading10m
Week 1 Quiz Solutions Key10m
1 praktische Übung
Week 118m
2 Stunden zum Abschließen

Week 2: Product, Pricing & Channel Design

It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels.

17 Videos (Gesamt 80 min), 3 Lektüren, 1 Quiz
17 Videos
4.- Estimating Product Demand, Part 14m
5.- Estimating Product Demand, Part 24m
6.- Managing Products, Part 13m
7.- Managing Products, Part 25m
8.- Managing Products, Part 33m
9.- Pricing Fundamentals, Part 15m
10.- Pricing Fundamentals, Part 24m
11.- Pricing Fundamentals, Part 33m
12.- Pricing Fundamentals, Part 45m
13.- Pricing Fundamentals, Part 54m
14.- Channel Design, Part 14m
15.- Channel Design, Part 27m
16.- Channel Management7m
17.- Week 2 Recap1m
3 Lektüren
About Week 210m
Required Reading10m
Week 2 Quiz Solution Key10m
1 praktische Übung
Week 216m
2 Stunden zum Abschließen

Week 3: Building Strong Brands

Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand.

13 Videos (Gesamt 55 min), 2 Lektüren, 1 Quiz
13 Videos
4.- Why Are Brands Important?, Part 14m
5.- Why Are Brands Important?, Part 23m
6.- The Value of a Brand, Part 14m
7.- The Value of a Brand, Part 26m
8.- Brand Equity5m
9.- The Branding Process, Part 16m
10.- The Branding Process, Part 23m
11.- Brand Extensions, Part 14m
12.- Brand Extensions, Part 26m
13.- Week 3 Recap53
2 Lektüren
About Week 310m
Week 3 Quiz Solution Key10m
1 praktische Übung
Week 316m
3 Stunden zum Abschließen

Week 4: Communication Strategy

Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.

11 Videos (Gesamt 47 min), 1 Lektüre, 2 Quiz
11 Videos
4.- Map The Decision Making Process, Part 16m
5.- Map The Decision Making Process, Part 24m
6.- Message and Content4m
7.- Media, Part 14m
8.- Media, Part 26m
9.- Measurement5m
10.- Week 4 Recap1m
Conclusion to the Course1m
1 Lektüre
About Week 410m
1 praktische Übung
Week 4 - Part 114m
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Top reviews from Marketing: Customer Needs and Wants

von RTMay 2nd 2017

Good understanding of methods to know what customer think and how they think.\n\nUseful for anyone doing market related activities. No indepth background needed to get into this course.

von DSDec 28th 2018

It is good course for any Marketing fresher who want to know more about practical things in current market.



Mario Capizzani


Über IESE Business School

For over fifty years, IESE, the graduate business school of the University of Navarra, has been at the forefront of management education, developing and inspiring business leaders who strive to make a deep, positive and lasting impact on the people, companies and society they serve....

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Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of financial, marketing and decision-making principles and other management fundamentals will help you achieve your professional goals - be it getting promoted in your current job, getting ready for a MBA program, or starting your own company. This Specialization will give you a comprehensive introduction to the practice of management through the lens of four key disciplines: accounting, finance, marketing, and organizational behavior. In each course, you'll analyze real business cases from these four perspectives. In the final Capstone Project, you’ll apply what you’ve learned to develop a holistic solution to a real-world business dilemma. This Specialization will provide you with the skill set needed to help achieve the next step in your career....
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