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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/positioning
课程评论：没有评论
课程名称：定位：成功市场战略所需的内容 课程概述：定位是任何市场战略的核心，是必须正确把握的关键。无论您是从明确定义的目标群体开始，还是从差异化的价值主张入手，最终都需要明确一个或多个细分市场，以此为基础制定市场计划。在本课程中，IE教授Ignacio Gafo将指导您通过这个关键市场过程的基本阶段，包括必要的基本要素、市场细分和营销的决定。课程还将探讨您可能遇到的关键市场趋势，并为您提供一套实用的技能工具箱。 课程特色包括行业专业人士的访谈以及现场视频，调查公众对这一关键概念的态度。完成本课程后，您将明确产品的定位及目标吸引的细分市场。 课程大纲： 1. 定位简介 描述：在第一个模块中，介绍定位概念并将其与市场过程联系起来。同时，涵盖市场环境分析，以及推进定位的理由。 2. 市场细分 描述：第二个模块重点关注定位的第一个要素：市场细分。课程讨论市场细分的概念、细分的原因、使用的标准及模型。 3. 差异化与价值主张 描述：第三个模块讨论定位的第二个要素：价值主张和差异化。阐述这两个概念并介绍如何有效地提出它们及潜在的策略。 4. 定位 描述：第四个模块专注于定位本身，分析定位概念并分享定义的实用工具。同时，提供影响定位的关键市场策略和市场趋势。
Name:Positioning introduction
Description:In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined.
Name:Segmentation
Description:In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segmentation.
Name:Differentiation and Value Proposition
Description:In the third module, the second element of positioning is addressed: Value proposition and differentiation. Both the value proposition and differentiation concepts are presented, following up with how to come up with them effectively and potential strategies to be followed.
Name:Positioning
Description:In the fourth module we speak about positioning itself. The positioning concept is analyzed and practical tools are shared to define it . Furthermore, key marketing strategies and market trends affecting positioning are offered.
Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan. In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills. The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract.
