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This course is part of the Marketing Strategy Specialization

Marketing Strategy Capstone Project

Image of instructor, Ramon Diaz-Bernardo

About this Course

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.

Could your company benefit from training employees on in-demand skills?

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Ramon Diaz-Bernardo

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IE Business School

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.

Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.

See how employees at top companies are mastering in-demand skills

Syllabus - What you will learn from this course

Introduction to the capstone and hotel ipsum: a marketing and commercial strategy to survive case study., conducting market analysis through understanding market research and consumer behavior., developing a marketing strategy through positioning., adapting the marketing mix to your strategy: product, price, place and promotion., expected results and implementation of your marketing plan..

TOP REVIEWS FROM MARKETING STRATEGY CAPSTONE PROJECT

I am among the top in my PGP class and even in the office because of the learning from the IE University and Coursera

Excelente curso, super practico por ser orientado al método de caso

About the Marketing Strategy Specialization

Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start?

Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan. In the final capstone project you will develop a Marketing Plan for a product or service.

Marketing Strategy

Frequently Asked Questions

When will I have access to the lectures and assignments?

Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

What will I get if I subscribe to this Specialization?

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center .

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Digital Marketing Capstone

University of Illinois at Urbana-Champaign via Coursera Help

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Vishal Sachdev, Kevin Hartman, Rhiannon Clifton and Aric Rindfleisch

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Digital Marketing Capstone

Digital Marketing Capstone

Key Information

About the content.

The Capstone is the culminating project in the Digital Marketing Specialization. The corporate partner for the specialization is W.W. Grainger(http://www.grainger.com/) . They are the largest supplier of Maintenance, Repair and Operations (MRO) products. Millions of businesses and institutions worldwide rely on Grainger for pumps, motors, hand tools, janitorial supplies, fasteners and much more. In 2017, they had sales of US Dollar 10.4 Billion, and about 60% of orders originated online. You will be working on a problem specified by the Digital Marketing team at Grainger, to develop a channel strategy to increase sales of Bosch power tools on Grainger.com. You will have the opportunity to combine the tools and techniques obtained through all the courses in this specialization and apply them to a real business problem. The Capstone project will be 6 weeks long. You must take the Capstone project class after taking all the other courses in this Specialization. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

Instructors

Aric Rindfleisch John M. Jones Professor of Marketing Department of Business Administration

Kevin Hartman Visiting Professor & Head of Analytics at Google College of Business

Rhiannon Clifton Program Director Charles H. Sandage Department of Advertising

Mike Yao Associate Professor of Digital Media Charles H. Sandage Department of Advertising

Vishal Sachdev Clinical Assistant Professor , Director, Illinois MakerLab Business Administration

Coursera is a digital company offering massive open online course founded by computer teachers Andrew Ng and Daphne Koller Stanford University, located in Mountain View, California. 

Coursera works with top universities and organizations to make some of their courses available online, and offers courses in many subjects, including: physics, engineering, humanities, medicine, biology, social sciences, mathematics, business, computer science, digital marketing, data science, and other subjects.

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  3. Digital marketing campaign capstone project

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  4. Digital marketing campaign capstone project

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  5. Digital Marketing Program: Capstone Project

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  6. Digital Marketing Specialization Capstone Project

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COMMENTS

  1. MARKETING DIGITAL CAPSONE.pdf

    3 Digital Marketing Capstone Project -Grainger and Bosch 1.1Strategy As a company that helps businesses keep their operations running in a safe and efficient manner, Grainger's strategy has been defined by the customer needs. Using a combination of high -touch

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    3 Executive Summary The work in this document represents the result of six weeks of effort expended to complete the Capstone Project for the University of Illinois at Urbana/Champaign Digital Marketing Specialization through Coursera. The project is designed to help the student apply the principles he has learned in the previous five courses on Marketing in a Digital World, Marketing Analytics ...

  3. Digital Marketing Capstone

    This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses. This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling electronics.

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    Best Capstone Projects 773 views • 5 slides Digital marketing strategies of company in fmcg market. VIVA Report, Mini pro... RohanSilvenia 412 views • 45 slides Digital Marketing Project Report KashikaJauhari 1.8k views • 43 slides DIGITAL MARKETING REPORT nimishb62 423 views • 18 slides Advertisement More Related Content Slideshows for you (20)

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    Digital Marketing is a rapidly changing field that has taken over Traditional Marketing. Marketing is promoting your brand or business and Digital Marketing is marketing using the...

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    To implement this plan, Innovative Marketing proposed four initiatives and campaigns that supported the strategic framework: • Define brand guidelines • Improve the ecommerce experience • Implement a content marketing campaign • Implement an advertising campaign Last Updated March 24, 2022

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    EXSM 3918 - Digital Marketing Capstone Project - University of Alberta Research, plan, execute, present, and review a digital marketing plan that will confront a business problem and outline a digital solution for it. https://apps.ualberta.ca/catalogue/course/exsm/3918 read more Coursera Digital Marketing Specialization Review - Reliablesoft

  9. PDF BAS Capstone Support Courses

    The Capstone Project . BAS Digital Marketing . The capstone is your final project for the BAS Digital Marketing degree, encapsulating what you have learned across classes and showing that you can apply your skills to solve problems. It is essentially a year-long project that spans multiple courses and asks more from students than what

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    1700 Coursera Courses That Are Still Completely Free. This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses. This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling ...

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    You will have the opportunity to combine the tools and techniques obtained through all the courses in this specialization and apply them to a real business problem. The Capstone project will be 6 weeks long. You must take the Capstone project class after taking all the other courses in this Specialization.

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