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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-management
课程评论：没有评论
课程名称：制定成功的营销战略 课程概述：在本课程中，您将了解企业如何为客户创造价值。我们将研究营销如何基于对购买者行为的全面理解来创造价值的过程。您将学习营销组合的主要元素——产品政策、分销渠道、沟通和定价，并了解它们如何适应不同的分析框架，这些框架对管理者非常有用。这将增强您对营销在商业世界中运作方式的理解。 学习目标： • 定义营销并描述营销如何创造价值 • 描述营销组合的元素 • 解释这些元素如何相互作用为消费者创造价值 • 使用不同的分析框架来研究管理者如何解决商业问题 • 评估品牌延伸 • 制定一个营销计划提案 本课程是Gies商学院在线项目的一部分，包括iMBA和iMSM。有关这些项目的入学信息以及如何在被录取为学位项目后利用您的Coursera学习，您可以访问：https://degrees.giesbusiness.illinois.edu/idegrees/ 课程大纲：
名称：课程导览
描述：您将熟悉课程内容、同学以及我们的学习环境。导览还将帮助您获取课程所需的技术技能。
名称：模块1：营销过程
描述：在本模块中，您将学习定义“营销”。我们将探索消费者需求，并查看营销如何通过研究和满足这些需求来为价值创造发挥作用。
名称：模块2：细分、目标定位
描述：营销过程中的一个重要元素是价值创造阶段。价值创造始于STP过程。在本模块中，您将了解细分、目标定位和定位，以及它们在价值创造阶段的作用。
名称：模块3：品牌的力量
描述：有效的品牌战略使公司能够在市场上与竞争对手区分开来。在本模块中，我们将学习如何建立强大的品牌，探索品牌资产如何影响盈利能力，并理解强势品牌如何利用其资产创造成功的延伸。
名称：模块4：影响消费者行为；营销计划
描述：在本模块中，我们将研究消费者行为的含义及其影响因素。我们将探索各种影响消费者对产品感知的因素，以及影响新产品采用的因素。还将学习影响消费者购买行为的不同变量。
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: The Marketing Process
Description:In this module, you will learn to define "marketing." We will explore consumer needs and see how marketing plays a role in value creation through researching and satisfying of these customer needs.
Name:Module 2: Segmentation Targeting Positioning
Description:An important element of the marketing process is the value creation stage. Value creation begins with the process of STP. In this module, you will learn about segmentation, targeting, and positioning and what it accomplishes in the value creation stage.
Name:Module 3: The Power of Branding
Description:Effective branding strategy allows companies to distinguish themselves from their competitors in the market. In this module, we will learn how to build a strong brand, explore how brand equity affects profitability, and understand how strong brands can leverage their equity to create successful extensions.
Name:Module 4: Influencing Consumer Behavior; The Marketing Plan
Description:In this module, we will study the meaning of consumer behavior and the factors that influence it. We will explore the various factors that impact consumer perception of a product, and those that affect the adoption of a new product. We will also learn about the different variables that influence consumer buying behavior.
In this course, you will learn how businesses create value for customers. We will examine the process by which Marketing builds on a comprehensive understanding of buyer behavior to create value. You will learn the major elements of the marketing mix -- product policy, channels of distribution, communication, and pricing -- and see how they fit within different analytical frameworks that are useful to managers. This will enhance your understanding of how marketing works in the business world. You will be able to: • Define marketing and describe how marketing creates value • Describe the elements of the marketing mix • Explain how these elements interact to create value for consumers • Use different analytical frameworks to examine how managers solve business problems • Evaluate brand extensions • Develop a marketing plan proposal This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.
