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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-customers
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课程名称：市场营销：客户需求与愿望 概述：了解客户是谁以及他们的需求和愿望是成功市场营销策略的核心。在本课程中，您将探讨如何识别和分类客户以及市场营销专业人员用以了解客户购买决策的不同方法。 课程内容包括： 1. 市场营销基础 2. 产品、定价和渠道决策 3. 打造强势品牌 4. 沟通策略 课程大纲： - 第一部分：课程概述及第一周 描述：欢迎您！在开始今天的视频之前，请查看课程大纲。在首节课中，我将为您介绍市场营销的基本概念，以及它为何是公司传达价值主张的关键。您将了解市场营销的基本要素，特别是如何框定挑战以及在做出决策时应考虑的事项。目标：深入了解市场营销的基本支柱。 - 第二部分：第二周：产品、定价与渠道设计 描述：想象一下在iPod、iPhone和iPad问世之前的世界。当苹果在2001年发布第一款iPod时，它并不是一款自动畅销的产品。虽然产品很出色，但需要很高的市场营销智慧才能将其推向成功之路。所有公司——无论是出售电子产品、餐饮体验还是信用卡——都必须关注产品、定价和渠道决策。在这一节中，我们将探讨什么是真正的产品，如何估算它的需求并进行管理。此外，我们还将讨论定价、渠道设计和渠道管理的基本原则。目标：深入了解产品的真正含义、如何管理定价及渠道决策。 - 第三部分：第三周：打造强势品牌 描述：强势品牌对个人和社会产生重大影响；它们在传达价值和推广产品或服务方面至关重要。在这一节中，我们将探讨品牌作为资产的重要性以及品牌塑造的概念。我们将定义品牌价值的概念，以及如何管理品牌以创造价值。目标：理解品牌塑造对公司价值的贡献，以及如何开发强势品牌。 - 第四部分：第四周：沟通策略 描述：一旦公司对客户有了清晰的认识，就可以制定直接吸引其兴趣和需求的沟通策略。在这一节中，我将介绍一个框架，以帮助您组织沟通策略，从而成功推出产品或服务。我们还将讨论该策略的目标和目标市场应是什么。映射决策过程也至关重要，因为您需要学习如何根据客户旅程的每个阶段调整信息和内容。目标：定义构建良好沟通策略的要素及步骤。
Part: 1
Title:Course Overview & Week 1
Description:Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.
Part: 2
Title:Week 2: Product, Pricing & Channel Design
Description:It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels.
Part: 3
Title:Week 3: Building Strong Brands
Description:Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand.
Part: 4
Title:Week 4: Communication Strategy
Description:Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.
Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy
