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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-mix
课程评论：没有评论
课程名称：市场营销组合基础 课程概述：市场营销组合基础课程为您提供将产品推向市场的关键阶段的准备，帮助您思考如何以及在何处进行市场营销。本课程详细介绍了市场营销的四个P（产品、定价、渠道和促销），并迫使您对自己的产品和/或服务进行战略分析。 产品部分旨在帮助您理解和管理品牌及产品在产生业务结果中的战略角色，而关注定价的部分将涵盖制定价格的主要概念和技巧。此外，在“渠道”部分，您将学习渠道和零售策略，以明确为您的产品或服务定义分销策略。最后，通过促销活动（传播）部分，您将探索可用的不同沟通渠道，理解媒体计划的重要性，尤其是社交媒体和全渠道策略。 IE大学的Maria Teresa Aranzabal教授和Fernando Cortiñas教授将通过与行业专业人士的专家访谈，指导您完成这一极为重要的市场营销战略阶段。完成此课程后，您将能够决定如何以及在何处市场产品。 课程大纲： 1. **产品及产品政策**：本模块结束时，您将理解产品的组成要素，包括产品的层次、系列和生命周期。同时理解生命周期在制定成功产品策略中的作用及各种产品/服务的分类方式。 2. **价格及定价政策**：本模块结束时，您将能够概述价格及其受各种因素影响的情况，并使用多种方法对产品和服务进行战略性定价。 3. **渠道管理与零售**：本模块结束时，您将了解设计和管理分销渠道的步骤，区分不同类型的分销渠道及其可能产生的冲突，并掌握应对这些冲突的方法。同时理解贸易营销的现状、结构、主要参与者及未来发展。 4. **市场传播**：本模块结束时，您将能够构建和管理自己的市场传播组合，理解其在整个市场营销组合中的角色和重要性，同时学会构建、管理及评估广告和媒体推广。 通过本课程的学习，您将全面掌握市场营销组合的基本概念和策略。
Name:Product and Product Policy
Description:At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.
Name:Price and Pricing Policy
Description:At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.
Name:Channel Management and Retailing
Description:At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.
Name: Marketing Communications
Description:At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.
Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, Place and Promotion), this course forces you to strategically analyze your product and/or service. The Product session is designed to provide you with the knowledge to understand and manage the strategic role of brands and products in generating business results, whilst the focus on Pricing will cover the main concepts and techniques to formulate prices. Compliment this with skills from the “P” session Place, where you consider channels and retail strategies with the overriding objective of defining a distribution strategy for your product or service. Finally, through the Promotional activities (Communication) session, explore the different communication channels available and understand the importance of the media plan, dealing specifically with social media and omni-channel strategy. IE Professors Maria Teresa Aranzabal and Fernando Cortiñas will guide you through this incredibly important stage of marketing strategy using expert interviews with industry professionals. After this course you will be ready to decide where and how you want to market your product.
