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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-management-two
课程评论：没有评论
课程名称：制定市场营销组合以促进增长 课程概述：本课程将深入探讨企业如何为客户创造价值。在《市场营销管理 I》中，您了解了市场营销组合的主要元素——产品政策、分销渠道、沟通策略和定价，并看到这些元素如何在不同的分析框架下对管理人员有用。此次课程将对这些元素进行更详细的分析，以便进行全面的市场营销机会战略分析，并有效沟通市场营销决策。这将使您在商业世界中看到“营销的实际运用”。 您将能够： - 定义市场营销组合的所有元素，并解释每个元素在创造价值中的角色 - 比较不同的定价模型 - 评估现有企业使用不同分销渠道的情况 - 对广告执行进行批评 - 制作有说服力的广告作品 该课程是Gies商学院一系列在线课程的一部分，包括iMBA和iMSM。了解更多关于这些课程的入学信息，并探索在被接受为学位课程时如何利用您的Coursera学习成果，请访问 https://degrees.giesbusiness.illinois.edu/idegrees/。 课程大纲： 1. 课程导论 - 描述：熟悉课程、同学及学习环境，并获得课程所需的技术技能。 2. 模块一：创造价值（产品） - 描述：了解成功品牌背后的强大产品策略，学习不同类型和层次的产品以及产品生命周期的不同阶段。 3. 模块二：提供价值（地点） - 描述：学习分销的定义及其对公司的重要性，探讨市场营销人员需要根据所提供产品或服务做出的不同渠道策略和决策。 4. 模块三：捕获价值（定价） - 描述：了解定价作为4P的重要元素，定价帮助公司提取所创造的价值，学习定价的考虑因素和过程。 5. 模块四：传达价值（促销） - 描述：了解强大品牌如何帮助公司在目标市场中与竞争对手区分开来，学习整合营销传播（IMC）如何帮助公司实现清晰和一致的信息传达。
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: Creating Value (Product)
Description:Behind every successful brand is a strong product and effective product strategy. Products can be of different types and have different levels. Companies must make appropriate decisions regarding the product mix. This module will provide you with insights into all of these concepts and also introduce the different stages of the product life cycle.
Name:Module 2: Delivering Value (Place)
Description:In this module, you will learn what is meant by the term distribution and its importance for companies. We will explore the different channel strategies and channel decisions that marketers need to make based on the product or service they are offering.
Name:Module 3: Capturing Value (Pricing)
Description:An important element of the 4 Ps is Pricing. While all the other Ps focus on creating value, pricing helps companies to extract the value created. In this module, you will learn about pricing in marketing and the different considerations and steps involved in the pricing process.
Name:Module 4: Communicating Value (Promotion)
Description:A strong brand allows companies to distinguish themselves from their competitors in their target market. To build a strong brand, marketers need to ensure that their messages to consumers are clear and consistent. In this module, we will learn how Integrated Marketing Communications (IMC) help companies achieve this objective.
In this course, you will further examine how businesses create value for customers. In Marketing Management I, you learned the major elements of the marketing mix - product policy, channels of distribution, communication, and pricing - and saw how they fit within different analytical frameworks that are useful to managers. In this course, you will complete a more detailed analysis of these elements in order to conduct a thorough strategic analysis of marketing opportunities and to communicate marketing decisions. This will enable you to see “marketing in action” in the business world. You will be able to: • Define all elements of the marketing mix and explain the role each element plays in creating value • Compare different pricing models • Evaluate the use of different channels of distribution by existing businesses • Critique advertising execution • Create a persuasive advertising piece 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/.
