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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/global-marketing-building-iconic-brands
课程评论：没有评论
课程名称：《全球市场营销：打造标志性品牌》 课程简介：《全球市场营销：标志性品牌》利用《全球市场营销：文化框架》中介绍的文化框架，指导在全球扩展过程中制定以文化为中心的营销计划。本课程介绍了开发全球营销计划的关键步骤，首先进行新市场的环境分析，从中获得目标消费者的文化偏好洞察。 课程大纲： 1. **课程导向**：学习者将熟悉课程、同学和学习环境，同时获得课程所需的技术技能。 2. **模块一：全球市场营销的关键功能**：定义全球市场营销，并识别在全球扩展中需要的关键活动，介绍分析全球扩展中面临的复杂挑战的框架，并详细讨论如何进行环境分析、估计新市场的规模以及消费者行为的文化特征变化。 3. **模块二：品牌审计**：在分析新市场后，需评估品牌是否适合新的目标市场。这涉及对品牌及其产品组合和服务的全面理解，并进行品牌审计以了解品牌在消费者记忆中的知识结构。 4. **模块三：制定以文化为中心的营销计划**：在深入理解品牌及新市场消费者的文化细微差异后，利用这些洞察制定文化聚焦的营销计划，强调文化在营销决策中的重要性，尤其是品牌的文化定位。 5. **模块四：整合全球营销计划**：讨论如何将当前的市场营销策略与新市场中的文化共鸣策略整合，重点分析市场营销组合的标准化与文化适应的竞争性方法。 通过本课程，学员将掌握全球市场营销的理论与实践，能够制定适应不同文化的有效市场营销策略。
Name:Course Orientation
Description:You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course.
Name:Module 1: Key Global Marketing Functions
Description:This module defines global marketing and identifies the key activities when attempting a global expansion. With globalization, it is increasingly difficult for companies to cope with the complex challenges discussed in Global Challenges: Cultural Frameworks. This module introduces a framework to analyze the issues involved in a global expansion. The module reviews in detail how to conduct an environmental analysis, the steps to estimate the size of a new market, and the changes in consumer behavior induced by cultural characteristics in a new market.
Name:Module 2: The Brand Audit
Description:Once the marketer has fully analyzed the new market, assessed the size of the market, and learned the cultural insights about consumers in the new market, the next step in a global expansion is to assess the extent to which the brand is well suited to appeal to the new target market. This requires a thorough understanding of the brand, its portfolio of products and services, and the distinctive associations that contribute to its equity, and in particular to its cultural equity. This knowledge is gained by conducting a brand audit. This module focuses on brands are knowledge structures represented in consumers’ memory and introduces a framework to describe the different types of brand knowledge, as well as to identify the types of knowledge that are distinctive and relevant, and hence contribute to the equity of the brand. Special attention is paid to the brand’s cultural meanings that elicit distinctive and favorable consumer responses—or to the brand’s cultural equity.
Name:Module 3: Developing a Culturally Focused Marketing Plan
Description:Once a marketer has gained a deep understanding of the focal brand and the cultural nuances of consumers in the new market, the next step is to leverage these insights for developing a culturally focused marketing plan. This module highlights the importance of incorporating culture into marketing decisions by reviewing consumers’ responses to the cultural meanings in brands. The premise that consumers respond more favorably to brands imbued with cultural meanings guides the first step in preparing a culturally focused marketing plan, which is developing a cultural positioning for the brand. Once a cultural positioning has been clearly articulated, the marketer can identify cultural elements to be incorporated into the brand identity. This is typically the first step in developing the marketing tactics of product, promotion, place, and price (or the 4 P’s) to be deployed in the new market.
Name:Module 4: Integrating the Global Marketing Plan
Description:Companies devise marketing tactics to penetrate a new market in the context of what their current marketing strategy is. Although the processes described in past modules partially incorporate the company’s current marketing strategy (i.e., by taking into account the equity of the target brand, an outcome of the overall marketing strategy, or by considering how the brand associations fit into the new market), a company that is already operating in its home market, as well as possibly in other markets, has a portfolio of ongoing marketing tactics. This module discusses the most common approaches to integrate these ongoing tactics with those needed to culturally resonate with consumers in a new market. Specifically, this module reviews the steps that a company should take to integrate actions in different markets under a unified global marketing plan. It focuses on the two competing approaches of standardization of the marketing mix versus cultural adaptation of parts or the entire marketing mix.
Global Marketing: Iconic Brands uses the cultural frameworks introduced in Global marketing: Cultural Frameworks to guide the process of crafting a culturally focused marketing plan for a global expansion. The course introduces the key steps for developing a global marketing plan, starting with an environmental analysis of the new markets to be developed, which provides insights into the cultural preferences of target consumers in these new markets.
