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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/wharton-marketing
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课程名称：市场营销导论 概述：本课程由沃顿商学院的三位顶尖教授授课，沃顿的市场营销系连续多年被评为全球第一。课程涵盖客户忠诚度的三个核心主题：品牌建设、以客户为中心和实用的市场进入策略。 学习要点： - **品牌建设**：品牌价值是保持客户的重要因素，在新兴企业层出不穷的动态市场中尤为重要。 - **以客户为中心**：与客户服务并不等同，以客户为中心始于关注客户需求和需求收集。 - **市场进入策略**：了解影响客户的驱动因素，并在进行投资前学习如何实施这些策略。 完成本课程后，学员将能够参与沃顿商业基础专业化的顶点项目，准备对诸如Shazam和SnapDeal等沃顿管理公司的真实商业挑战进行战略分析和解决方案的提案。沃顿训练的评审团队将评估最佳提交作品，Shazam和SnapDeal的领导团队将审查为其公司准备的最高得分项目。 课程大纲： 1. **品牌建设：市场战略与品牌定位** - 由Kahn教授主讲，涵盖市场战略和品牌定位的基础概念。 2. **以客户为中心：产品中心思维的局限性与客户中心的机遇与挑战** - Peter Fader教授深入探讨以客户为中心的理念，强调在日益响应客户行为的经济中，关注合适客户的重要性。 3. **市场进入策略：沟通战略与定价基础** - Jagmohan Raju教授讲解市场进入的关键内容，帮助学员理解沟通在营销策略中的作用、定价基本原则以及如何管理渠道冲突。 4. **品牌建设：有效的品牌传播策略与再定位策略** - Kahn教授回归，讲解有效品牌传播策略和再定位策略，分析客户对品牌信息的感知及其对消费者行为的影响。 5. **应用市场营销（可选）** - 这些简短讲座将课程中教授的市场营销原则应用于当前实例，帮助加深对课程概念的理解，但不会直接出现在测验或考试中。 通过本课程，学员将掌握核心市场营销原则，提升在实际商业场景中的应用能力。
Name:BRANDING: Marketing Strategy and Brand Positioning
Description:Professor Kahn starts us off with the first of two Branding modules: Marketing Strategy and Brand Positioning. For an overview of all concepts covered in the course, please read the syllabus below. Additional info may be found in the Course Pages. Please participate in the discussion forums as your input will enhance the overall experience of this course!
Name:CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
Description:Module 2 of our class features Professor Peter Fader, who will focus on concepts related to Customer Centricity. In an economy that is increasingly responsive to customer behaviors, it is imperative to focus on the right customers for strategic advantages. The coming weeks will provide the foundation needed to build a customer centric outlook. If you want to read more about Professor Fader’s views on customer centricity, feel free to follow him on Twitter (@faderp). He regularly shares relevant perspectives and readings there.
Name:GO TO MARKET STRATEGIES: Communications Strategy & Fundamentals of Pricing
Description:In this module, you will examine the critical marketing topic, “Go to Market Strategies.” Professor Jagmohan Raju has designed these lectures to help you gain a deep understanding of the role of communications in marketing strategy, fundamentals of pricing, and how to manage channel conflicts. You will explore the 7 Ms of developing a communication plan, learn how to measure price elasticity, and understand disruption in information delivery. By the end of this module, you’ll be able to use effective analytical tools to form a communications campaign and create appropriate access points to your brand for your customer.
Name:BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
Description:Professor Kahn is back in this fourth module, the second of her Branding Modules, covering effective brand communications strategies and repositioning strategies. Understanding how customers perceive your brand messaging and marketing is one of the most important aspects to understanding consumer behavior: what consumers perceive is what affects their actions, and what they perceive is not necessarily true! Professor Kahn unpacks customer behavior and perception and explores successful strategies for influencing both in this final required module of the course.
Name:Applied Marketing (Optional)
Description:These short lectures apply marketing principles taught in the course to current examples. Content in these lectures may deepen your understanding of course concepts, but won't be tested directly on the quizzes or exam.
Taught by three of Wharton's top faculty in the marketing department, consistently ranked as the #1 marketing department in the world, this course covers three core topics in customer loyalty: branding, customer centricity, and practical, go-to-market strategies. You’ll learn key principles in - Branding: brand equity is one of the key elements of keeping customers in a dynamic world in which new startups are emerging constantly. - Customer centricity: not synonymous with customer service, customer centricity starts with customer focus and need-gathering. - Go-to-market strategies: understand the drivers that influence customers and see how these are implemented prior to making an investment. Complete this course as part of Wharton's Business Foundations Specialization, and you'll have the opportunity to take the Capstone Project and prepare a strategic analysis and proposed solution to a real business challenge from Wharton-governed companies like Shazam and SnapDeal or to a challenge faced by your own company or organization. Wharton-trained staff will evaluate the top submissions, and leadership teams at Shazam and SnapDeal will review the highest scoring projects prepared for their companies.
