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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketingchannelincentives
课程评论：没有评论
课程名称：营销渠道激励 概述：本专业适合目前在咨询与战略、工业销售与采购、市场管理、创业和业务发展领域工作，或希望进入这些领域的个人。在本课程中，您将接触到在市场推广中实施定价策略的挑战，并学习成为一名“战略怀疑者”。您将解答诸如“如何确保我们的合作伙伴在正确的价格下进行正确的活动？”以及“我的公司应如何保护自己免受试图作弊或搭便车的渠道合作伙伴的影响？”等问题。此外，您还将了解直接销售渠道及其激励结构，并认识到这些渠道在何种情况下可能成为有效的市场推广路径。 课程大纲： 第一部分：定价 描述：定价在渠道管理中是一个独特的挑战，因为无法确立并执行下游零售价格。本模块将概述导致该困境的各种因素，以及相关解决方案。 第二部分：战略怀疑者 描述：本模块将概述与协调渠道合作伙伴协作的各种风险，并探讨潜在的解决方案。 第三部分：直接销售 描述：本模块概述并定义直接销售渠道及其管理挑战，通过具体示例进行说明。
Part: 1
Title:PRICING
Description:Pricing is a unique challenge in channel management largely due to the inability to firmly set and enforce a downstream retail price. This module will overview the factors that contribute to this dilemma as well as related solutions.
Part: 2
Title:THE STRATEGIC SKEPTIC
Description:This module will outline the various risks in working with and coordinating channel partners. It will also overview potential solutions.
Part: 3
Title:DIRECT SELLING
Description:This module overviews and defines direct sales channels and their management challenges via specific examples.
This specialization is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship and business development. In this course, you will be exposed to the challenges of implementing a pricing strategy in your route-to-market and the necessity of becoming a "strategic skeptic." Questions such as, "how to ensure our partners do the right activity at the right price?" "how should my firm protect itself from channel partners who seek to cheat or free ride?" will be answered. You will also be exposed to direct selling channels, their incentive structures, and understand how and when they might represent a viable route-to-market.
