|
所在平台: Udemy |
课程主页: https://www.udemy.com/course/fmcg-cpg-brand-management-academy-marketing-fundamentals/
课程评论：没有评论
**Coursera 课程总结：FMCG/CPG 品牌基础（6合1更新版）** 本课程是一门专注于快速消费品（FMCG）/消费品（CPG）品牌基础知识的综合性课程，提供了超过3小时的视频内容和独特的学习工具。课程以“6合1”的形式，深入探讨了品牌建设的关键环节。 **核心内容涵盖：** * **品牌定位与规划：** 学习如何定义和构建品牌定位（Brand Profile），以及如何在团队协作或独立工作时进行有效规划。 * **品牌架构与规划：** 探讨品牌架构（Brand Architecture）、产品线架构（Range Architecture）和沟通架构（Communication Architecture）的概念、规划方法论以及它们的应用时机和重要性。 * **营销概念撰写：** 掌握如何撰写不同类型的营销概念，包括新产品开发（NPD）概念、沟通概念和活动概念。 * **问题与机遇分析：** 学习如何识别影响品牌的关键问题和机遇，深入分析根本原因，并运用营销组合（特别是沟通）进行解决。 * **沟通策略与评估：** 提供一个简明的框架，帮助学员开发和评估沟通活动。 * **促销策略与执行：** 介绍各类常见的促销方式，学习如何撰写促销概念，并将其与营销目标有效对接。 **最新更新：** 课程新增了基础数字营销概念部分，进一步拓展了品牌营销的广度和深度，特别适合 FMCG/CPG 行业的营销人员。 课程使用PPT幻灯片辅助视频学习，帮助学员更好地理解和掌握所学内容。
More than 3 hours video and unique tools for a special 6 courses in 1 in branding: Brand Profile, Promo and Activation, Concept writing, Issues and Opportunities, Range Architecture and Range Extension.Update: new section added on basic digital marketing concepts!This course covers some basic foundation of brand marketing and communication that you won't find anywhere here, specially tailored for FMCG / CPG marketers.The course is structured in 6 sections that cover the following topics:· What is a brand profile and how you define it for your brand. This will help defining the key brand positioning and you will learn how to plan for it, whether working alone or with your marketing team.· What are brand architecture, range architecture, communication architecture and how to plan for them. Most importantly we discuss why and when those tools are relevant.· What is a marketing concept and how to write one. We discuss what are the differences between NPD concepts, communication concepts or activation concepts· How to define crucial issues and opportunities that are affecting your brand in order to define the root cause that you need to address with one of the leverages of the marketing mix, with a focus on communication· How to develop and judge communication adopting a simple framework· What are the typical type of promotions, how to write a promotion concept and how to link the type of promotion to the marketing objectives you want to achieveWe use powerpoint slides that are provided to help following the videos.
