Marketing Mix Implementation Capstone

Overview

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Bring your marketing knowledge to life in this hands-on marketing mix capstone project. In this course, you will apply everything you’ve learned throughout the specialization to a real-world business challenge: analyzing Tesla Motors and the launch of the Model X. Acting as a marketing decision-maker, you will develop and justify strategic choices across the 4Ps of marketing—product, price, place, and promotion. Through a series of structured activities, quizzes, and peer-reviewed assignments, you will: 1. Evaluate Tesla’s existing strategy (Model S) 2. Make data-driven decisions for the Model X launch 3. Build an integrated marketing strategy 4. Deliver a final presentation showcasing your recommendations This marketing strategy capstone is designed to bridge the gap between theory and practice, helping you develop the skills needed to tackle real-world marketing challenges with confidence. By the end of the course, you will be able to analyze, design, and communicate a complete marketing mix strategy in a professional context.

Syllabus

Introduction to this capstone and the Tesla Motor's case study.

In this module you will be introduced to the Tesla Motor's through a case study. This will form the basis of this capstone, along with other information about the company. You will also find information about what will be required of you in each of the modules. In this particular case we are going to talk about the launch of the new model X, so we have to go back to 2014, when this case was written and take into consideration everything we have seen in the specialization. At the end of each week (excluding week 1) you will have a quiz, where you will be able to apply the theory learned during this specialization regarding the Model S, the model already in the market.

Brand and product management decisions

In this module you will apply the theory you have learned from the Brand and Product Management course to the Tesla Motors case study. After an introduction to the module from the professor, we recommend that you review some of the key lectures from the Brand and Product Management course. Finally, you will be able to check your understanding of the current situation in a practice quiz.

Pricing strategy decisions

In this module you will apply the theory you have learned from the pricing strategy course to the Tesla Motors case study. The structure of this module will be similar to that of the previous week.

Channel management and retailing decisions

By this time you have probably realized that Tesla Motor's channel management is unlike those of regular automobile manufacturers. In this week, you will study more closely Tesla's distribution strategy and think about how whether it is suitable for the launch of Model X. As before, you will firstly analyze the current situation of Model S and then move on to making channel management decisions for Model X.

Integrated marketing communication decisions and final deliverable

During the final week of this capstone project you will consider the intergrated marketing decisions of Tesla and its new Model X. In this week, in addition to the regular assessments, you will also be required to prepare a final presentation - this will be structured around the Marketing Mix and will include new decisions that you will need to make about the Model X.