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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketingplan
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课程名称：《营销计划》 课程概述：在本课程中，学员将为自己的产品或服务创作一个营销计划，这是任何商业中最重要的营销工具之一。每周的平级作业将帮助学员完成简化版的营销计划，而不是单纯学习营销计划的各个阶段。学员可以选择为自己的产品或服务进行分析，或使用提供的日产聆风案例进行制作。课程由拥有20多年经验的教授Ramon Diaz Bernardo主讲，他将指导学员完成营销计划的四个关键阶段：分析、营销策略、营销组合和预期结果。课程还包括与国际公司营销专家的访谈，以及与学生的讨论。 课程大纲： 1. **分析** - 在本模块中，学员将学习营销基础知识，并巩固对这一广阔学科之前所学的内容。学员将学习如何设定目标及在计划中应包含的目标类型，并将介绍日产聆风案例，课程中经常提及并可用于每周作业。 2. **营销策略** - 在这一模块中，学员将学习如何确立品牌、产品或服务的最佳目标市场，以及如何对公司进行有效定位。同时，学员将开始理解吸引新客户与保留现有客户之间的利弊。 3. **营销组合实施** - 我们进入行动阶段，学员将运用前面两模块学到的知识，决定在营销方面应投入的时间和金钱。学员将熟悉营销的四个P，并学习如何有效定价，最后理解最佳的营销渠道或组合。 4. **预期结果** - 在这一模块中，学员将使用指标进行现实的成功估计，评估营销计划的有效性。学员将学习如何生成损益表，以预测和判断营销策略和实施的财务成功。 通过本课程，学员不仅能够学习营销计划的基本要素，还能为自己的商业未来进行规划，迈出推出自己产品的第一步。
Name:Analysis
Description:Welcome to the analysis section of The Marketing Plan course. Here you will principally learn the basics of marketing and reinforce anything you have previously learned on this very broad discipline. Then, you will learn how to set objectives and what type of objectives you should include in your plan. You will also be introduced to the Nissan Leaf case - a case that we will refer to frequently throughout the course, and one you may use for your weekly assignments.
Name:Marketing Strategy
Description:Welcome to the marketing strategy part of the course. Here, you will learn how to identify the best target segment for your brand, product or service and also how to position your company in order to best reach them. You will also begin to understand the benefits and drawbacks of trying to attract new customers or retain existing ones.
Name:Marketing Mix Implementation
Description:Welcome to the third part of The Marketing Plan - the marketing mix implementation. This is the action phase. Here, you will use the lessons learned in modules one and two to decide where you are going to invest your time and money, in regards to marketing. You will become familiar with the 4 P's of marketing and also learn how to effectively price your product or service. Finally, you will begin to understand which channel or combination of channels are best suited to marketing your brand.
Name:Expected results
Description:Welcome to the final part of The Marketing Plan course - the expected results. Here, you will use metrics to make realistic estimates to how successful your marketing plan has been. This is document that will be used to test whether or not your marketing plan has been successful in the future. You will, most importantly, learn how to produce a profit and loss account, which will predict, and ultimately judge, the financial success of your marketing strategy and implementation.
Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan. You will be required either to map the four crucial stages for your own product or service idea or use the Nissan Leaf case study (attached in the additional readings) in order to produce a professional example. Ramon Diaz Bernardo - a professor with over 20 years experience - will guide you through the four most important stages of The Marketing Plan: analysis, marketing strategy; the marketing mix and expected results. On this journey, he will conduct interviews with leading experts from international companies in marketing as well as invite students to join him for explanations and discussions. This excellent and unique course allows you not only to learn the essential parts of The Marketing Plan but also map out the future of your own business and take the first steps on the path to launching your own product.
