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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-strategy-entrepreneurs
课程评论：没有评论
课程名称：企业家营销策略 课程概述： 在这个课程中，我们将以实操为主，适合喜欢动手实践的学习者。无论你是否已经接触过营销或在某家公司工作，这门课程将为你提供实用的营销策略，帮助你在创业路上采取有效的行动。 课程将从模拟一个全新公司的销售流程开始，让学员体验如何在没有客户的情况下启动销售，逐渐获得客户并拓展市场。我们将首先学习冷电话营销，这是一项最具挑战性的技巧，随后分析潜在客户，进行市场细分与定位，直至成功成交和处理竞争问题。课程将涵盖现代数字营销中的相关议题，如客户引导、转化与留存、实验营销以及灵活应变的方法。 课程内容包括基本的市场营销理论和现代数字营销技术，为初创科技公司所需的常见营销和销售活动做准备。学习过程中将有多个作业，部分作业为必做，旨在确保课程的实用性。 课程大纲： 1. “假如”这是一个起点 2. 销售 – 从冷拨电话到Facebook及阿里巴巴 3. 顾客是谁，他们真正想要什么？分析 – 顾客洞察与分析 4. 滑向未来 – 市场细分与定位 5. 不仅是伟大的计划而是执行 – 实验营销和灵活应变技巧 6. 成交与转化 – AIDA，不止是一部歌剧 7. 大众营销与定制化的选择 8. 进行市场扩展游戏 – 曲棍球杆现象 9. 如果没有开始，那么也没有结束 希望大家能从这门课程中获得乐趣与收获，学习过程应该是有趣的。如果课程没有达到你的期望，请随时联系我们！
Name:"As if" this was a starting point
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Name:Sales – From cold calling to Facebook and Alibaba
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Name:Who are these customers and what do they actually want? Analysis – Customer insights and analytics
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Name:It is better to Skate to where the puck is going: Segmentation & positioning
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Name:Instead of the great plan that never will be executed: Experimental marketing and Pivoting techniques
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Name:Closing the deal and conversion – AIDA, not just an opera
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Name:Mass marketing vs. customization to be considered when...
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Name:Playing the market expansion game – The hockey stick phenomena
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Name:If no beginning then neither an end
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You live a hands-on life, and you intend to continue doing so! That is why I guess you already have checked where the QR-code (the logo) for this course leads to, right? And it is in this kind of setting that you prefer hands-on learning. Things you can do, already today are something you value. You actually did not start this course when enrolling in it. You started it long ago, either as a customer somewhere, or just maybe thinking about marketing for some time. Or maybe you are already working in marketing for yourself or maybe your own company. In all these situations what matters is action. Action that contributes to your marketing journey. This is the reason why we will start of with a situation “as if” you were starting up the sales process in a company where no previous customers existed. Gradually your sales efforts give results, you get customers, and handling the market expansion becomes important. If somewhat lucky, in practice that is the way it goes. The course begins with the art of cold calling (attacking the ones that did not know you exist - the most tricky ones) and analyzing the potential customers, then gradually moves over to segmentation, positioning, closing the deal, competition, marketing strategy, and market expansion. It is normally in that order it develops in practice. The curriculum includes general basic marketing theories as well modern digital marketing issues like onboarding, conversion, and retention, experimental marketing, and pivoting. The course includes a number of assignments to facilitate your learning – some of them compulsory. All of them are hopefully practically useful for you already today. On one hand, this is a basic course. There is far more in this than we are able to cover here. But the Marketing Strategy for Entrepreneurs course will prepare you for some of the most common marketing and sales efforts needed for technology-based companies. Later on, you will learn more. Maybe here or somewhere else. Hope you enjoy it. Good learning has to be fun! So if the course is not fun enough for you: Please let us know!
