Marketing Mix Fundamentals
Become proficient in the four P's of marketing—Product, Price, Place, and Promotion—to elevate your marketing strategies and achieve greater success.
Become proficient in the four P's of marketing—Product, Price, Place, and Promotion—to elevate your marketing strategies and achieve greater success.
This course cannot be purchased separately - to access the complete learning experience, graded assignments, and earn certificates, you'll need to enroll in the full Marketing Strategy Specialization program. You can audit this specific course for free to explore the content, which includes access to course materials and lectures. This allows you to learn at your own pace without any financial commitment.
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What you'll learn
Develop comprehensive product and brand strategies
Implement effective pricing policies and frameworks
Design and manage distribution channels
Create integrated marketing communications plans
Master retail and multichannel strategies
Skills you'll gain
This course includes:
4.7 Hours PreRecorded video
3 quizzes, 1 assignment
Access on Mobile, Tablet, Desktop
FullTime access
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There are 4 modules in this course
This comprehensive course explores the four fundamental elements of the marketing mix: Product, Price, Place, and Promotion. Students learn essential concepts including product lifecycle management, pricing strategies, distribution channel design, and integrated marketing communications. Through expert interviews and real-world examples, participants develop skills in strategic product management, pricing decisions, retail strategy, and promotional planning. The curriculum covers both traditional and digital marketing approaches.
Product and Product Policy
Module 1 · 2 Hours to complete
Price and Pricing Policy
Module 2 · 1 Hours to complete
Channel Management and Retailing
Module 3 · 2 Hours to complete
Marketing Communications
Module 4 · 3 Hours to complete
Fee Structure
Instructors
A Distinguished Career in Business and Academia
Fernando Cortiñas was born in Buenos Aires in 1962. He studied at Catholic University, where he graduated with Honours in Business Administration and as a CPA in 1986. After completing his studies he worked for Deutsche Babcock Group for several years, a leading company in the equipments manufacturing industry, where he occupied several managerial positions in Argentina and Germany. In 1990 he moved to Boston, MA, where he studied at Harvard Business School. After completing his MBA in 1992, he moved to Spain where he has lived since, developing his professional career in multiple international corporations, joining Telefónica Group in 2000. Up until last year, he has served as Director of Market Development at the Global Security Unit of Telefonica Digital, with responsibilities over more than 20 countries in America, Asia and Europe. Prior to this position, he was Market Development Director at the eHealth Unit of the same company, and Head of the Government & Health Sector at Telefonica Empresas America, covering clients in 15 countries in the LatAm region, and International Sales Director at Telefoinca Soluciones. He also occupied other positions within the Telefonica Group, such as CEO of Katalyx Catalogs and at Telefonica B2B. Fernando is currently acting as Associate Professor at IE Business School., where he has been teaching since 1992. During the last 24 years he has taught different courses in the field of marketing, mainly International Marketing, Marketing Strategy & Planning, Marketing & New Technologies, and Marketing for Telco & Digital Business. He is also visiting professor at other Universities in Europe, Africa and Latin America, such as the Pontificia Universidad Católica de Chile (Chile), Universidad de San Andrés (Argentina), Universidad Católica Argentina, Universidade de Porto (Portugal), and some other institutions in Argentina, Colombia, and Perú.
A Leader in Retail Strategy and Education
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 the last years, she has worked as a top management retail consultant advising fashion companies on business management, and has assisted private equity funds appraising retail investment opportunities. She has also worked as 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 the University 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
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4.6 course rating
1,038 ratings
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