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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/wharton-retail-marketing-strategy
课程评论：没有评论
课程名称：零售营销策略 概述：新冠疫情加速了零售行业的根本变革，彻底改变了零售的各个方面。消费者的期望不断提高，赢得并保持这些消费者的忠诚度变得更加具有挑战性。在本课程中，巴巴拉·卡恩教授将讲解如何从以产品为中心转变为以客户为中心的营销策略，并创造能够提供真正客户价值的营销策略。课程将学习在变革浪潮中最成功的公司的经验，提供我们可以从中学习的成功见解。卡恩教授将介绍“卡恩零售成功矩阵”，为任何公司创建在当今和未来的破坏性环境中生存和发展的竞争策略提供框架。课程结束时，学员将能够识别在创造卓越客户体验和以价值为基础的品牌方面变化的期望。 教学大纲： 模块1：新冠疫情如何加速从以产品为中心转向以客户为中心的营销策略 描述：本模块将观察近年来零售行业的变化，从2017年的“零售末日”开始，回顾新冠疫情如何改变消费者行为。学员将评估零售商在全渠道环境中对客户服务和品牌忠诚度的响应。模块结束时，学员将能够将这些概念关联起来，以提升客户价值，并创造卓越的竞争优势。 模块2：卡恩零售成功策略 描述：本模块将识别亚马逊、沃尔玛和塔吉特等主要零售商采用的零售策略。学员将利用卡恩零售成功矩阵分析这些零售商之间的竞争优势，并讨论零售行业中成长心态的重要性。同时，学员将评估奢侈品牌零售商的不同策略，以及文化对其成功的影响。模块结束时，学员将能够更好地利用技术减少顾客购物旅程中的摩擦。 模块3：客户体验的重要性/消费者娱乐 描述：本模块将继续探讨全渠道零售策略的价值。学员将考察在线和离线空间中创新的重要性，并识别在数字原生品牌和传统品牌零售空间中成功的特定案例。同时，学员将识别“中国新零售”中的趋势，了解消费者的文化特定期望。模块结束时，学员将能够识别全球零售中的关键趋势。 模块4：品牌变化：什么才使品牌伟大？ 描述：本模块将考察品牌策略，解答“什么是品牌”的问题，探索品牌的正式、概念和现实定义。学员将回顾消费者如何推动许多组织采用有目的的品牌策略，并评估组织如何与社会事业对齐的具体例子。模块结束时，学员将能够更好地评估疫情及其导致的消费者行为如何驱动品牌策略未来的革命性变化。
Name:Module 1: How Covid-19 has Accelerated the Move from Product-focused to Customer-Focused Marketing Strategy
Description:In this module, you will observe changes in the retail industry that have occurred in recent years. You'll start by examining the "retail apocalypse" of 2017 and then review how COVID-19 has transformed consumer behaviors in retail. You will assess retailer response in omni-channel spaces with regards to customer service and brand loyalty. By the end of this module, you will be able to relate these concepts in a way that both increases customer value and creates a superior competitive advantage.
Name:Module 2: Kahn Retailing Success Strategy
Description:In this module, you will identify retail strategies adopted by major retailers such as Amazon, Walmart, and Target. You'll utilize the Kahn Retail Success Matrix to analyze the competitive advantages among these retailers and discuss the importance of growth mindset within the retail industry. You will also assess differences in approaches used by luxury brand retailers and how culture factors into their success. By the end of this module, you'll be better able to leverage technology to reduce friction in a customer's shopping journey.
Name:Module 3: Importance of Customer Experience/Shopper-tainment
Description:In this module, you will continue to explore the value of omnichannel retail strategy. You'll examine the importance of innovation in online/offline spaces and will identify specific examples of successful use cases in both digitally native and legacy brand retail spaces. You will also identify trends in "New Retail" by identifying the culture-specific expectations of consumers in China. By the end of this module, you will be able to identify key global trends in retail.
Name:Module 4: Changes in Branding: What Makes a Brand Great?
Description:In this module, you will examine brand strategy. You will answer the question "What is a brand" by exploring the formal, conceptual, and realistic definitions. You will review the ways in which consumers have driven many organizations to adopt a purposeful branding and will assess specific examples how organizations align themselves with social causes of brand strategy. By the end of this module, you'll be better able to assess how the pandemic, and consumer behavior as a result, has driven revolutionary changes in the future of brand strategy.
Covid-19 has accelerated radical changes that will revolutionize retailing in every way. Shoppers' expectations are being ratcheted up, making winning (and keeping) those consumers all the more challenging. In this course, Professor Barbara Kahn will explain what it means to switch from a product-focused approach to a customer-focused approach and create marketing strategy to deliver real customer value. Learning from companies that have been most successful during this wave of change, this course will offer insights as to what we can learn from their ascendance. Building on these insights, Professor Kahn will present the "Kahn Retailing Success Matrix" which provides a framework that any company can use to create a competitive strategy to survive and thrive in today's – and tomorrow's – disruptive environment. By the end of this course, you will be able to identify the changing expectations with regard to creating superior customer experiences and valued-based branding.
