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.
MK
it was a great experience and modular course for to under stand market and sell the products in difference environment
MM
If you want to have a clear map of the marketing process especially marketing strategy, this MOOC is a must-have course.
SP
I found this course on positioning helpful and it also clears my doubts. I learn some key concepts that are new to me. Overall good course to learn about marketing esp positioning.
JM
I love the course content which combined education videos with relevant and interesting industry articles. It gives you a good overview of how to go about positioning.
KR
It was a great refresher to my Marketing Management classes in MBA. Thanks to IE for putting up this great stuff here!
NK
Professor Ignacio elaborated the concept of positioning in a detailed manner. 5C's are very nicely explained. The videos are short and engaging which helped in increasing concentration.
RV
This was both highly educational and a great source for practical ideas that I'm already using at work.
R
Informational course. I liked the first one in this series a bit more. Also, I feel like the quiz questions were "so so" in their clarity. Just my opinion.
AK
A really informative course giving a big picture of what devising a market strategy looks like.
JA
I enjoyed it a lot, and learnt a lot as well! Thank you IE and Coursera for the opportunity
SM
a real valuable source of learning positioning and really talented and well educated instructors , my only concern is that Citroen case study that there was no eng subs at all
VG
Excelent course, very well explained, really liked the examples and journals! Would definitely recommend it and Professor Gafo is a great teacher! Congrats!
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Ok, so the thing is this...
The course is awesome! And really i mean it, because it teaches you the basis to start doing things yourself and it motivates you a lot, but:
1) There is to bad grammar on the essays and documents they give to us.
2) The page from WARC seems to be hacked because everything is a mess.
3) In some videos, the audio is awful
5) Ignacio needs to practice on his speach, because he seems very nervous on every filming
6) Quizes are to tricky. Also, there's to many ambiguous questions that, even for people that works hard to get so much more information from the outside, there is no way we can prove what is wrong or right.
But also i want to say thinks to all the staff that made this course possible, i appreciate a lot the effort you are comiting in making knowledge accesible.
Kind regards!
Not recommended at all: first of all 80% of the reading material is not accessible and the links are broken, and this has been reported in the discussion forums yet nobody seems to read them to fix the glitch. Also, there are some videos in Spanish with no English subtitles available, and some of the videos have a poor sound quality and not easy to follow, especially that the subtitles are not very accurate.
The quizzes were badly done. There was no proper support also from the mentor. very frustrating and annoying
I cannot continue with this course because I am unable to access any of the readings. Until this is corrected, I refuse to continue and will look for something that does not have so many problems.
I give one star because there were some new concepts that I learned. Otherwise, the way the course and exams were organized, structured, and delivered, was very bad!
Badly structured and organised, unclear explanations, as well as unclear, misspelled and grammatically incorrect questions in the quizzes, which lead to confusion.
None of the links for the readings are "Secured" therefore, most web browsers will not permit you to open and read them.
terrible teacher, just speaks and speaks i dindt enjoy because of it the course.
poorly structed and taught. I need more clear materials
Can be updated to use more relevant examples, the course is updated only till 2016
I am unable to access the readings on the WARC website and have been for over two weeks now. I requested help from your support team over ten days ago and I still cant access the readings. I am stuck halfway through the course and unable to move forward because the answer to the quiz is IN THE READINGS! In the meantime you are billing me monthly for a course that I am unable to move forward with.
I will remove this negative review when you give me a FULL REFUND for the last 30 days AND you fix the reading problem.
Otherwise I will be cancelling my subscription and requesting a full refund of the entire course.
Hola. Solicité ayuda para que me ayudaran a resolver un problema con la calificación del quiz por una falla en el sistema y nunca respondieron. No pude continuar con el curso.
The course seems to play with words. especially, the questions on test should be reviewed to provide better outcomes after the exam.
Not Relevent.
Wanted to unenroll the course but dont know why there is no option to unenroll
PESSIMO
I'm learning A LOT! I have a background in marketing strategy, but covering the basics 7 laters in my career I am becoming more up-to-date and remembering things that have been shifted to the back of my head. I recommend this course to beginners as well as people already practicing. Also, I highly recommend taking the entire specialization to get the most out of the new knowledge you will learn as well as a refresher. Who knows, those who are studies and practiced you may learning new things like I have been. Also hearing the things you already know may clarify things you learned a little more as I am experiencing.
I really enjoyed this course! As someone from the science field without any marketing background, I especially like Professor Gafo's systematic and organized breakdown of the marketing process. It serves as a great framework for me to understand positioning. Thank you Professor for all the tools you provided. Learning about what positioning is NOT has been equally helpful. From the reading materials, I appreciated the real life examples of good marketing strategies practiced in different countries. Thank you again!
Well, there is much to say, but what's very interesting and making the journey worthwhile are the video that are concise and precise, down to the point, the reading with practical examples. These courses are currently helping in identifying the challenges and building recommendation for a market research project I'm working on ---- clearly there is positioning issue that needs to be fixed.
I knew little about positioning and its importance; or was using it lightly; but, today I know positioning is very important!
I am very glad to share that I got opportunity to complete e-learning course on marketing strategy from world class university & very informative lecture on each topic. Entire course content was very exciting & engaging. Now I can make business strategy in more effective way & clearly forecast how this learning can be used to ensure Product marketing & Market share.
Thank you. Everything was presented in a very good way. A lot of new topics for me. All tests were not so easy. What made me think and review notes, that was great.
I think in the last test, in question nr 4 was a mistake or bug. As I checked all possibilities, all was negative.
Thank you
Gosia