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所在平台: Udemy |
课程主页: https://www.udemy.com/course/basics-in-execution-of-marketing-mix/
课程评论：没有评论
**课程名称：** 快速消费品（FMCG）营销必备三大工具 **课程概述：** 本课程将教授您在执行营销组合（Marketing Mix）时必须掌握的基础工具。 1. **识别正确的营销重点：** * 识别影响品牌的关键问题，深入分析，避免只停留在表面。 * 聚焦于解决根本原因，从而更有效地开展营销活动。 2. **营销概念的理解与撰写：** * 区分并理解不同类型的营销概念，包括创新概念、活动概念和传播概念。 * 学习如何有效撰写营销概念，以增加成功的机会。 3. **促销与活动策划：** * 深入了解促销活动的基础知识，这是FMCG/CPG领域营销人员日常的工作重点。 * 区分促销主题（Promotion Theme）与促销机制（Promotion Mechanics）。 * 学习如何将促销机制与营销目标紧密联系起来。 * 分享撰写和评估促销概念的技巧。
In this course you will learn some basics tools to use when executing marketing mix1. Identify the right problems/opportunities to focus our marketing activities on. Most of the times we have no clarity of what are the key problems affecting our brands. We tend to stop at the surface without attacking the root causes. This tool forces us to deepen our analysis and focus on the right problems2. Marketing concepts: what are they and how to write them?As marketers we will have to write concepts in several occasions; however not all concepts are the same and therefore we need to understand the differences to make sure we give the best chances of success.Innovation concepts, activation concepts, communication concepts. What are they and how do they differ one another?Learn how to effectively write a concept.3. Promotions and activations: what are they and how to plan for promotionsPromotional activities are the basics of marketing activities. As marketers we will work on promotions on daily basis, especially in FMCG/CPG.This section will go through the topic of promotions. It will help you distinguish between promotion theme and promotion mechanics.Moreover will force you to think how to link mechanics to marketing objectives.Lastly we will share some tip on how to write and judge a promotion concept.
