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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/ssm-final-project
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课程名称：战略销售管理最终项目 课程概述：欢迎进入课程5——战略销售管理最终项目。在这个课程中，您将开发该专门化的最终项目，这是一整套概念、模型、框架、工具和技术的实际应用，之前四门课程中讨论和实践的内容将在此综合运用。课程将以一个商业案例为基础，提供您分析策略、市场营销和销售整合所需的业务背景。该案例改编自真实的商业经历。完成分析后，您将按照项目说明书进行，运用您所学的概念，并进入销售规划流程，以支持销售指导方针的开发，这将为后续的销售规划过程提供支持。 本课程的主要学习成果是掌握概念应用，基于对商业案例的结构化分析创建销售指导方针。这些销售指导方针作为销售计划结构的基础，同时连接了销售规划流程和战略，并将支持未来的销售计划开发。虽然销售计划结构可能并不构成一个详细的销售计划，但它将提供开发后续销售计划所需的各个方面。 项目将进行同行评审，开发指令将包含评审标准。 课程大纲： 模块1 - 策略与销售：回顾课程1和课程2中的概念，分析与第一课程案例相关的商业背景，并进行最终测验，重点关注案例的商业背景，学习成果是掌握上述概念在特定商业背景中（印刷和图形行业案例）的适用性。 模块2 - 通过战略分析进行有效销售规划：应用之前模块回顾的概念，分析案例及补充信息（补充B），据此制定销售指导方针。学习成果是基于分析提出的销售指导方针，这些方针将与公司的战略指导方针相连接，并为销售规划过程提供支持。 模块3 - 销售模型、框架与市场营销对齐：回顾课程3和课程4中的概念，分析与第一课程案例相关的商业背景，并进行最终测验，学习成果是掌握上述概念在特定商业背景中（印刷和图形行业案例）的适用性。 模块4 - 将战略销售融入企业战略：分析案例及补充信息（补充C），并基于分析制定销售指导方针。学习成果是提出的销售指导方针将涵盖销售、市场营销和策略的主要主题，并为销售规划过程提供必要指导，以支持后续的销售计划开发。 最终项目虽然不是销售计划，但您将开发出对销售计划开发至关重要的战略销售指导方针。此项目的目标是发展销售指导方针，确保成功实施销售计划的基础。
Name:Module 1 - Strategy & Sales
Description:In this module, you will review the concepts of Courses 1 & 2, analyze a business case context that brings more details regarding the business case you have worked on in Course 1 and go through a final quiz with questions that are focused on the business context of the case. The learning outcome of this module is to master the applicability of concepts discussed in Effective Sales Overview (Course 1) and Sales Strategy (Course 2) in a particular business context - The printing and graphics industry case with the additional information of Supplement B.
Name:Module 2 - Effective Sales Planning Through Strategic Analysis
Description:In this Module 2, you will apply the concepts you have reviewed in the previous Module. In this process, you will analyze the case and the additional information (Supplement B) and develop sales guidelines based on these analyses. The primary learning outcomes of this Module are the sales guidelines, which you will propose by analyzing specific strategic guidelines presented in the assignment prompts. Therefore, your sales guidelines propositions will have a connection to the company's strategic guidelines, and they'll also contribute in the sales planning process to support the sales plan structure, which eventually will contribute in the sales plan development.
Name:Module 3 - Sales Models, frameworks, and Marketing Alignment
Description:In this module, you will review the concepts of Courses 3 & 4, analyze a business case context that brings more details regarding the business case you have worked on in Course 1 and go through a final quiz with questions that are focused on the business context of the case. The learning outcome of this module is to master the applicability of concepts discussed in Models and Frameworks (Course 3) and Sales & Marketing Alignment (Course 4) in a particular business context - The printing and graphics industry case with the additional information of Supplement C.
Name:Module 4 - Strategic Sales into Corporate Strategy
Description:In this Module 4, you will apply the concepts you have reviewed in the previous Module. In this process, you will analyze the case and the additional information (Supplement C) and develop sales guidelines based on these analyses. The primary learning outcomes of this Module are the sales guidelines, which you will propose by analyzing specific strategic guidelines presented in the assignment prompts. Therefore, your sales guidelines propositions will have a connection to the company's strategic guidelines, and they'll also contribute in the sales planning process to support the sales plan structure, which eventually will contribute in the sales plan development. By the end of this Module, you will have proposed sales guidelines that cover most of the topics that relate to sales, marketing, and strategy. These guidelines comprise most of the guidance you will need to support the sales planning process, which eventually will generate the sales plan in a later moment. The final project of this specialization is not a sales plan; however, you'll have developed strategic sales guidelines that are crucial to support the sales plan development. At this point, it's important to mention again, most plans fail during the implementation and it happens because the processes follow the guidelines. If these guidelines are not good, the plan will not be good and the implementation will fail. Therefore, this final project is aimed at the development of the sales guidelines.
Welcome to Course 5 – Strategic Sales Management Final Project. In this course, you’ll develop the final project of the specialization, which is an application of the whole set of concepts, models, frameworks, tools, and techniques discussed and practiced through the four previous courses. A business case provides the business context to serve as the reference to support your analyses regarding strategy, marketing, and sales integration. The case is adapted from a real-life experience. Having developed these analyses, you will follow the project instructions that lead you to the application of the concepts you have learned so far, and proceed to the sales planning processes to support the development of a sales guidelines, which will support the sales planning process in a later moment. The primary learning outcome of this course is to master concepts application to create sales guidelines, based on a structured analysis of a business case. The sales guidelines serve as the background of a sales plan structure, and they also connect the sales planning process to the strategy, at the same time that supports the development of a sales plan at a later moment. Whereas the sales plan structure may not be a detailed sales plan, it will provide all the aspects necessary to develop the sales plan later. The project will be peer-reviewed, and the instructions to develop it also bring the rubrics to develop the review.
