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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-project
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课程名称：市场营销战略顶点项目 概述：该顶点项目要求你将整个专业课程中获得的知识付诸实践。每周的内容分为市场分析、营销战略、营销组合实施和预期结果等不同模块。学习每周的理论知识后，通过旨在巩固概念的测验来加强你的理解。 在掌握了所学内容后，你将分析案例研究：“Hotel Ipsum：生存的营销与商业策略”。此时，你需要验证所学知识！Hotel Ipsum的总经理拉斐尔·埃斯科贝多面临困境：尽管酒店在销售和盈利上表现尚可，但拉斐尔的董事会仍不满意，并要求改善业绩。现在，你需要为拉斐尔制定营销战略。这一结果可能意味着会受到董事会的赞扬……或面临失业！ 除了顶点项目，还有讨论论坛、测验和同行评审，帮助你更好地理解整个专业中的理论知识。与来自全球的志同道合的学习者分享你的想法、观点，并进行辩论，满足你对营销知识扩展的兴趣。 课程大纲： 1. 引言：顶点项目与“Hotel Ipsum”生存的营销与商业策略案例研究 2. 进行市场分析：理解市场研究与消费者行为 3. 制定营销战略：通过定位来实现 4. 根据策略调整营销组合：产品、价格、地点和推广 5. 营销计划的预期结果与实施
Name:Introduction to the Capstone and Hotel Ipsum: a marketing and commercial strategy to survive case study.
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Name:Conducting market analysis through understanding market research and consumer behavior.
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Name:Developing a marketing strategy through positioning.
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Name:Adapting the marketing mix to your strategy: product, price, place and promotion.
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Name:Expected Results and implementation of your marketing plan.
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The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts. After reviewing the material learned you will be asked to analyse the case study: ¨Hotel Ipsum: A Marketing and Commercial Strategy to Survive.¨ Now it’s time to put what you’ve learned to the test! Hotel Ipsum’s General Manager, Rafael Escobedo, is faced with a dilemma: Despite his hotel doing fairly well in terms of sales and profitability, Rafael’s Board of Directors are not satisfied and are demanding an improvement in results. Now it’s up to you to create Rafael’s Marketing Strategy. The outcome could mean one of two things: praise from his Board of Directors…or unemployment! Along with the Capstone are discussion forums, quizzes and peer reviews to aid you in your understanding of the theory given throughout this Specialization. Share your thoughts, ideas and debate with other like-minded learners from all over the globe with the same interest in expanding their marketing knowledge.
