• Anytime
    Application Deadline
  • 1 month
    Duration

About

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 Marketing Strategy Capstone Project offered by Coursera in partnership IE - Business 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.

Detailed Programme Facts

  • Deadline and start date A student can apply at any time for this programme, there is no deadline.
  • Programme intensity Part-time
    • Average part-time duration 1 months
    • Duration description
      • Approx. 15 hours to complete
      • Suggested: 3 hours/week
  • Languages
    • English
  • Delivery mode
    Online
  • More information Go to the programme website

Programme Structure

Courses include:

  • 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.

English Language Requirements

This programme may require students to demonstrate proficiency in English.

Academic Requirements

Beginner Level

Funding

Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project.

StudyPortals Tip: Students can search online for independent or external scholarships that can help fund their studies. Check the scholarships to see whether you are eligible to apply. Many scholarships are either merit-based or needs-based.

The Global Study Awards: get funded with up to £10,000 to study abroad

Together with the ISIC Association and British Council IELTS, Studyportals offers you the chance to receive up to £10000 to expand your horizon and study abroad. We want to ultimately encourage you to study abroad in order to experience and explore new countries, cultures and languages.