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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/spjimr-marketing-management-mooc
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课程名称：市场管理 课程概述：市场营销在商业增长中扮演着至关重要的角色，它不仅是营销专家的职责，也是广泛的管理责任。以客户为导向和竞争性营销策略对商业成功至关重要。本课程探讨了当代市场管理的核心概念和工具，包括市场细分、品牌定位、分销渠道设计和沟通，以制定有效的以客户为中心的营销策略。通过本课程，您将接触到各种分析方法、工具和技术，以思考战略问题。课程的实时环节将深入分析一些有趣的案例研究，使您能够将学习到的各种概念和框架应用于自己的工作场所。本课程的目标是使您能够做出有效的决策，成为更好的管理者。 课程大纲： 1. 课程导论：营销在商业增长中至关重要，涉及广泛的管理责任，学习如何制定以客户为中心的竞争性营销策略。 2. 市场营销策略导论：深入探索市场决策影响的关键元素，包括市场细分、定位和品牌建设，学习消费者行为与购买流程。 3. 组合塑造：制定产品策略以获得竞争优势：研究为客户创造价值的策略，以及产品生命周期分析。 4. 设计高效的分销和渠道策略：探索如何为客户提供价值，了解营销渠道及其中介的角色。 5. 制定与客户沟通的策略：了解6M框架及市场传播组合的构成要素，学习有效的整合营销传播策略。 6. 定价策略以捕捉和最大化价值：深入探讨定价的关键方面，理解定价敏感度和价值定价原理。 通过本课程，您将具备更全面的市场管理知识，能够有效地应对商业环境中面临的各种挑战。
Name:Course Orientations
Description:Marketing plays a vital role in business growth. It is a broad general management responsibility and not specific to marketing specialists alone. Customer-oriented and competitive marketing strategies are critical to business success. This course explores the core concepts and tools of contemporary marketing management—including market segmentation, brand positioning, distribution channel design and communications to develop an effective customer-centric marketing strategy. Through the course, you will be exposed to a variety of analytical approaches, tools and techniques that we can use in thinking about strategic issues. The live sessions of this course will delve into several interesting case studies, which will enable you to apply the learning from the various concepts and frameworks to your own workplace. The goal of this course is to enable you to take effective decisions and become better managers at your workplace.
Name:Introduction to Marketing Strategy
Description:This module provides an in-depth exploration of key elements influencing marketing decisions, starting with understanding how to formulate a marketing plan, consumer behaviour, and later focus on segmentation, targeting, positioning and branding. You will also learn the importance of market segmentation and the process of selecting target segments. The various marketing strategy frameworks introduced will help participants understand how internal and external factors, such as company capabilities, customer dynamics, collaborative partnerships, competitive forces, and the broader economic climate, impact marketing strategies. Finally, participants will also learn the fundamentals of consumer behavior and buying process. This module also provides an in-depth exploration of key elements influencing marketing decisions, focusing on segmentation, targeting, positioning and branding. You will also learn the importance of market segmentation and the process of selecting target segments. You will understand what is a brand and gain understanding on the key terminologies in branding. You will also explore frameworks such as Brand Resonance Pyramid which play a pivotal role in developing branding strategies. The concepts on Points of parity and points of difference will help participants develop clarity on the branding process.
Name:Shaping the Portfolio: Crafting Product Strategies for Competitive Edge
Description:This week, we will delve into the tactics of creating value for customers. You will learn about value residing in various products and service categories through the Product Level Hierarchy framework. We will also discuss the strategic approaches in product lines, and analyze the Product Lifecycle Cycle (PLC).
Name:Designing Efficient Distribution and Channel Strategies
Description:This week we will explore how businesses can deliver value to customers. We will delve into what are marketing channels, the role of intermediaries, and understand how to set a channel strategy. Participants will understand the potential channel conflicts that would arise within distribution channels, and gain insights into optimizing channel management for effective product delivery.
Name:Crafting Communication Strategies to Connect with Customers
Description:This week, we will develop a comprehensive understanding of the 6M framework and the elements that constitute the Marketing Communications Mix. Participants will also learn about the strategies for integrated marketing communications and effective communication for target audiences.
Name:Pricing Strategies to Capture and Maximize Value
Description:This week we will delve into the critical aspects of pricing in the marketing context, exploring the foundations of pricing strategies, understanding price sensitivity, and emphasizing the principles of value pricing. Participants will gain insights into the strategic decisions involved in setting prices, aligning them with customer perceptions, and creating value-driven pricing models.
Marketing plays a vital role in business growth. It is a broad general management responsibility and not specific to marketing specialists alone. Customer-oriented and competitive marketing strategies are critical to business success. This course explores the core concepts and tools of contemporary marketing management—including market segmentation, brand positioning, distribution channel design and communications to develop an effective customer-centric marketing strategy. Through the course, y
