市场营销概论 (中文版)

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Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 通过探究客户决策根源,学习市场营销基础知识。主要课题包括品牌塑造战略(例如,品牌定位、品牌传播)、客户中心化市场营销战略,以及新市场开拓(例如,渠道战略、市场营销规划)。成功完成本课程后,您可以运用所学技能处理现实商务挑战,这也是沃顿商学院商务基础专项课程的组成部分。

Created by:   University of Pennsylvania
  • Taught by:    Barbara Kahn, Professor of Marketing and Director, Jay H. Baker Retailing Center

    The Wharton School
  • Taught by:    Peter Fader, Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative

    The Wharton School
  • Taught by:    David Bell, Xinmei Zhang and Yongge Dai Professor, Professor of Marketing

    Marketing
Basic Info Course 1 of 5 in the 商务基础 (中文版) Specialization. Level Beginner Commitment 4 weeks of study, 4-6 hou…

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Didn't find what you were looking for? See also: Spanish.

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 通过探究客户决策根源,学习市场营销基础知识。主要课题包括品牌塑造战略(例如,品牌定位、品牌传播)、客户中心化市场营销战略,以及新市场开拓(例如,渠道战略、市场营销规划)。成功完成本课程后,您可以运用所学技能处理现实商务挑战,这也是沃顿商学院商务基础专项课程的组成部分。

Created by:   University of Pennsylvania
  • Taught by:    Barbara Kahn, Professor of Marketing and Director, Jay H. Baker Retailing Center

    The Wharton School
  • Taught by:    Peter Fader, Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative

    The Wharton School
  • Taught by:    David Bell, Xinmei Zhang and Yongge Dai Professor, Professor of Marketing

    Marketing
Basic Info Course 1 of 5 in the 商务基础 (中文版) Specialization. Level Beginner Commitment 4 weeks of study, 4-6 hours a week Language Chinese (Simplified), Subtitles: English, Spanish How To Pass Pass all graded assignments to complete the course. User Ratings 4.9 stars Average User Rating 4.9See all 3 reviews Course 1 of Specialization 你有机会将分析技能应用到商务实战中. 你会用到新学到的商务技巧来仔细评估华为公司的真实案例 商务基础 (中文版) University of Pennsylvania Learn More Coursework

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About University of Pennsylvania The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.

Syllabus


WEEK 1


(第 1 周)品牌塑造:市场营销战略和品牌定位
Kahn 教授将在本课程中讲授两个与品牌有关的模块,他首先将像我们介绍第一个模块:市场策略和品牌定位。如果您希望浏览本课程基本情况,请阅读下方的课程大纲。或者阅读课程页面获得额外信息。此外,我们希望您积极参与论坛讨论,因为您的参与将提升课程的整体学习体验! 


7 videos, 3 readings expand
Graded: 测验 1

WEEK 2


(第 2 周)客户中心化:产品中心化思想的局限性;客户中心化的机会和挑战
课程第2模块由Peter Fader教授授课,他会主要介绍与以客户为中心相关的概念。当前市场要求我们对客户行为做出快速反应,因此我们必须懂得如何关注正确的客户,从而获得战略优势。接下来几周内容将介绍以客户为中心的基础知识。如果您希望进一步了解Fader教授针对以客户为中心的观点,您可以关注他的Twitter账号(@faderp)。他常常会在Twitter上分享相关看法和读物。 


9 videos expand
Graded: 测验 2

WEEK 3


第 3 周)市场进入战略:线上/线下互动;如何找出领先用户并增强影响力和传染效应
David Bell 教授将从本周起为我们授课,我们也将开始学习第三个模块的内容!我们将转向“走向市场策略”这个重要主题。“走向市场”策略有着前所未有的多样化的选择,因为公司有机会通过多种平台吸引线上和线下的客户。Bell 教授曾经参与了几家激动人心创业公司的相关工作,他将以这些经验为例来讲解本周的教学内容。  


12 videos expand
Graded: 测验 3

WEEK 4


(第 4 周)品牌塑造:有效的品牌沟通战略和重新定位战略
Kahn 教授将在第四模块重返课程,讲授第二个品牌营销模块,该模块将介绍有效品牌传播和重新定位的策略。我们需要了解客户如何理解品牌所传递的信息,因为这是理解消费者行为的关键:消费者的理解将影响其行为,而且他们的理解并非是真相!在课程最后一个模块中,Kahn 教授将揭示消费者行为和理解品牌的秘密,探讨如何向消费者传播正确的信息,以及如何有效地影响消费者行为。  


6 videos expand
Graded: 期末考试
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