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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-mix-capstone
课程评论：没有评论
课程名称：市场营销组合实施顶点项目 课程概述：完成四个课程后，您将参加顶点项目，有机会将您在该专业化中学到的知识付诸实践，通过市场营销组合运作一个真实产品。您将专注于特斯拉汽车及其Model X车型的上市。在同行评分的练习中，您将对四个P（产品、价格、渠道、促销）做出决策，并在第五周准备一份关于汽车上市的最终演示文稿。 课程大纲： 1. **课程介绍及特斯拉案例研究**：在本模块中，您将通过案例研究了解到特斯拉汽车，为本顶点项目奠定基础。将回顾2014年Model X上市时的情况，并将之前学习的内容结合应用。每周（第一周除外）将有测验，以应用在Model S案例中学到的理论。 2. **品牌与产品管理决策**：在本模块中，您将运用品牌和产品管理课程学到的理论，做出Model X的相关决策。模块开始时，教授会做介绍，您将回顾品牌与产品管理课程的一些关键讲座。最后，通过实践测验检验对当前状况的理解。 3. **定价策略决策**：本模块将使用您在定价策略课程中学到的理论，分析特斯拉汽车的案例。将包含测验和同行评分的作业，以评估您的理解和决策能力。 4. **渠道管理与零售决策**：您将深入研究特斯拉与传统汽车制造商不同的渠道管理策略。分析Model S的现状后，您将为Model X做出渠道管理决策。 5. **综合营销传播决策与最终交付**：在顶点项目的最后一周，您将考虑特斯拉及其新Model X的综合营销决策。除了常规的评估内容外，您还需准备一份围绕市场营销组合结构的最终演示文稿，作出关于Model X的新决策。 本课程将帮助您掌握营销组合的实践应用，并提升您的市场营销决策能力。
Name:Introduction to this capstone and the Tesla Motor's case study.
Description:In this module you will be introduced to the Tesla Motor's through a case study. This will form the basis of this capstone, along with other information about the company. You will also find information about what will be required of you in each of the modules. In this particular case we are going to talk about the launch of the new model X, so we have to go back to 2014, when this case was written and take into consideration everything we have seen in the specialization. At the end of each week (excluding week 1) you will have a quiz, where you will be able to apply the theory learned during this specialization regarding the Model S, the model already in the market. Also week's 2 through 5, you will need to complete a peer graded assignment regarding the new Model X. In addition to this a final peer graded final presentation will need to be prepared at the end of Week 5 - here you will have to take decisions as marketing director of tesla and support these.
Name:Brand and product management decisions
Description:In this module you will apply the theory you have learned from the Brand and Product Management course to the Tesla Motors case study. After an introduction to the module from the professor, we recommend that you review some of the key lectures from the Brand and Product Management course. Finally, you will be able to check your understanding of the current situation in a practice quiz and make decisions about the Model X in the peer graded assignment.
Name:Pricing strategy decisions
Description:In this module you will apply the theory you have learned from the pricing strategy course to the Tesla Motors case study. The structure of this module will be similar to that of the previous week, with a practice quiz and peer graded assignment making up the assessments.
Name:Channel management and retailing decisions
Description:By this time you have probably realized that Tesla Motor's channel management is unlike those of regular automobile manufacturers. In this week, you will study more closely Tesla's distribution strategy and think about how whether it is suitable for the launch of Model X. As before, you will firstly analyze the current situation of Model S and then move on to making channel management decisions for Model X.
Name:Integrated marketing communication decisions and final deliverable
Description:During the final week of this capstone project you will consider the intergrated marketing decisions of Tesla and its new Model X. In this week, in addition to the regular assessments, you will also be required to prepare a final presentation - this will be structured around the Marketing Mix and will include new decisions that you will need to make about the Model X.
After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix. Your analysis will focus on Tesla Motor's and the launch of their Model X automobile. After making decisions regarding each of the four P's in peer graded exercises, you will prepare a final presentation for the launch of the car.
