Develop Your Marketing Strategy. Learn the fundamentals of market research, positioning, the marketing mix, and campaign planning.

Watch the Preview

About this 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.

Shameek Sinha

Professor

Shameek Sinha’s research explores the methodological foundations of consumer and firm decision-making, specifically focusing on the direct marketing domain, especially optimal targeting by firms and corresponding consumer response. Questions he tries to address through this research include – “How do firms determine optimal marketing strategies which facilitate efficient consumer value creation?”; “How do consumers respond to a firm’s strategies taken into consideration the existing market environment and budget constraints?”; He applies Bayesian econometric methods to develop statistical models to address these issues. The application domain of his research extends from the non-profit sector to the retail sector. Shameek has also developed interests in applied industrial organization and operations research, where he uses game theoretic insights to understand channel coordination through contractual negotiation and bargaining between asymmetrical firms. Questions he seeks to explore are – “Does asymmetric bargaining power between firms influence contract terms in negotiation?”; “Is there any mechanism that can be designed to determine optimal outcomes in contracts?” Shameek has presented his research at international conferences, specifically at the INFORMS Marketing Science Conferences and Doctoral Consortiums. He teaches Marketing Fundamentals and Marketing Strategy for Decision Making at IE Business School in the MIM and IMBA programs.

Maria Teresa Aranzabal

Professor

Bio

Professor Aranzábal is currently acting as Associate Professor at the IE Business School. She has significant professional experience at a senior executive level in international expansion and operational business launch, as well as in brand development and strategic planning.  In recent years, she has worked as a top management retail consultant advising fashion companies on business management and assisted private equity funds in appraising retail investment opportunities. She has also worked as a retail consultant at McKinsey & Co. and in mergers and acquisitions at Goldman Sachs. In addition, she was Deputy General Manager of Springfield, International Director, and Marketing Director of Grupo Cortefiel. She holds an MBA from the Wharton Business School, University of Pennsylvania (US), and she graduated in Economics and Business Administration from Pontificia Comillas (Spain). Academic Background MBA, Wharton Business School, University of Pennsylvania, Philadelphia, (US). Double specialty in Strategic Planning and Finance. Bachelor in Business Administration, Universidad Pontificia Comillas, ICADE E-2, Madrid (Spain). Professional Background • Partner, Alir Fashion Retail Advisor, México and Spain, 2005-Present • Business Partner, M&E Retail Advisors, Spain, 2009-2014 • Retail Expert Advisor, Advent International, Spain, 2005-2007 • Commercial General Manager, KA International, Spain, 2004 • Grupo Cortefiel, Spain, 1992-2003 • Deputy General Manager, Springfield, 2001-2003 • Marketing, Strategy and International Expansion Director, Springfield, 1999-2000 • International Expansion and Franchise Director, Springfield, 1997-1998 • Assistant to the CEO and International Expansion Director, Grupo Cortefiel, 1994-1997 • Marketing Director, Grupo Cortefiel, 1992-1993 • Senior Associate, Mckinsey & Co, Spain and Argentina, 1990-1992 • Summer Associate in Mergers & Acquisitions, Goldman Sachs, London (UK), 1989 • International Banking Analyst, Irving Trust, New York (USA), 1986-1987 Other areas of collaboration, NGOs • Board member, Family Business Chair, Deusto University, San Sebastian (Spain), 1998-Present • Board member, Fundación Novia Salcedo, Bilbao (Spain), 2013-Present • Executive Member, Rotary Club, Madrid, 2014-Present

Enroll Now!

Now is the best time to start a BSc in Marketing!

Now Learn from 275+ leading universities and companies with Coursera Plus!

Coursera Plus provides access to most of our catalog, including popular Professional Certificates from Google and Meta. The following beginner-level Certificates are popular with learners, prepare learners for an in-demand role, and are worth highlighting as some of the great course options available to learners who subscribe to Coursera Plus:

Great time for a Marketing Strategy Specialization Now!

Marketing Strategy Specialization

About this Specialization

Shameek Sinha

Maria Teresa Aranzabal

Bio