Positioning: What you need for a successful Marketing Strategy

IE Business School develops positioning through segmentation, differentiation and value propositions. The outcomes connect target-market choices with frameworks for defining and evaluating a brand’s place in the market. This is a focused strategy course for learners who need to sharpen the audience and offer before deciding how to communicate it.

What you will learn

• Analyze market segments and target-market choices.
• Develop a differentiated value proposition.
• Define and evaluate a brand’s intended position.

Who this suits

Beginner-level learners; detailed prerequisites are not specified in the published course facts.

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.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Write a positioning statement for a fictional service. Compare it with a competitor and identify which claimed difference would need evidence from customers.

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.

View the curriculum and current access options at Coursera.

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