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所在平台: Udemy |
课程主页: https://www.udemy.com/course/brand-management-and-marketing-strategy/
课程评论：没有评论
**课程名称：** 品牌管理与营销策略 (Brand Management and Marketing Strategy) **课程概述：** 本课程深入探讨消费品品牌管理和营销策略的基础知识。我们将从消费品销售和分销的基本原理入手，为理解整个行业奠定基础，并在此背景下审视品牌经理的角色。课程将涵盖营销中的关键职能，包括消费者研究、媒体策划和品牌管理。 接着，我们将学习如何通过撰写品牌概念和运用定位框架来创建品牌定位。在确立品牌定位后，我们将利用其来指导品牌传播的创建。课程不仅会探讨品牌传播的创建过程，还将分析为什么有些品牌能够持续产出优质传播，而有些品牌则面临挑战。 之后，我们将学习如何评估品牌传播的有效性，包括内部评估和消费者研究。随后，我们将深入了解不同的媒体载体及其独特性，从而帮助我们选择最适合品牌和信息的媒体。 最后，课程将重点关注品牌健康度的衡量方法。一旦我们能够识别品牌在消费者心中的优势和劣势，就可以将所学知识和技术应用于实际，优化品牌策略。
This course covers the fundamentals of brand management and marketing strategy of consumer goods.We start with the basics of sales and distribution of consumer goods. This is important to understand the overall industry and hence look at the role of a brand manager with that context. We cover the key roles in marketing i.e Consumer research, Media planning and Brand Management.We then look at how to create a brand positioning by writing a brand concept and using a positioning framework.Once we've established the brand positioning we use the same to create brand communication.We not only look at the process of creating brand communication but also what gets some brand to create consistently good communication while others struggle to do so.We then learn how to evaluate a brand communication, internally as well as using consumer research.We then move on to learn about the different media vehicles and their unique properties. This helps us answer which media vehicle would be better suited to our brand and message.We wrap up the course with a look at how brand health is measured. Once we're able to identify the strength and weakness of our brand with consumers, we can take the learning and apply the techniques that we've learnt in the previous sessions.
