Marketing Strategy Capstone Project

IE Business School brings its marketing-strategy sequence together through a hotel case. Market analysis leads into positioning, the marketing mix and implementation. This is an application-focused option for learners who have completed the preceding sequence, useful for comparing whether a set of individual decisions forms a coherent plan for one organization.

What you will learn

• Use research to analyze a case organization’s market.
• Develop positioning and a supporting marketing mix.
• Connect a plan with implementation and expected results.

Who this suits

The course is labeled beginner level, but completion of the four earlier courses in IE’s Marketing Strategy specialization is required.

Before you enroll

Use an explicit audience, objective and budget in practice. Separate a strategic hypothesis from evidence that a campaign worked, and compare channel results against the original objective.

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Put it into practice

Review a fictional hotel plan and identify a mismatch between the target segment and promotional offer. Explain how you would revise the plan.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

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