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所在平台: Udemy |
课程主页: https://www.udemy.com/course/professional-certificate-in-marketing-and-marketing-management/
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课程名称：市场营销与营销管理专业证书 课程概述： 欢迎参加由MTF管理、技术与金融学院提供的“市场营销与营销管理专业证书”课程。MTF是一家全球性的教育和研究机构，总部位于葡萄牙里斯本，专注于商业和专业混合教育（校园和在线）领域，包括商业与管理、科学与技术、银行与金融等。MTF的研发中心致力于人工智能、机器学习、大数据、区块链、数字资产等领域的研究。MTF是IBM、英特尔和微软的官方合作伙伴，并且是葡萄牙商会的成员，现已在208个国家服务超过440,000名学生。 课程讲授者： 亚历克斯·阿莫罗索（Alex Amoroso）是一位经验丰富的专业人士，拥有深厚的学术和行业背景，专注于研究方法、战略制定和产品开发。她在里斯本社会科学与政治学院获得的博士学位，因其卓越的研究成果而获得了荣誉。阿莫罗索女士曾担任多所院校的授课教师，并在苏黎世的EIMT教授博士生，提供高级的研究设计和方法论指导，同时在MTF学院负责产品开发学术领域。 课程内容： 1. **市场营销的定义**：市场营销是识别客户需求、创造满足这些需求的产品或服务，及向潜在客户传达这些产品或服务价值的过程。其重点在于有效传递信息以激发兴趣和促成销售。 2. **市场营销的关键活动**： - 市场调研 - 产品开发 - 品牌建设 - 广告与促销 - 客户关系管理 3. **营销管理的定义**：营销管理是规划、组织、实施和控制组织营销资源和活动的战略与操作过程。其目的是制定统一的营销计划，优化资源配置，并衡量营销活动的有效性。 4. **营销管理的关键活动**： - 制定营销策略和计划 - 设定营销预算 - 管理营销团队 - 监督营销活动 - 分析营销绩效（跟踪指标和投资回报率） - 根据需要调整策略 5. **市场营销与营销管理的关系**：市场营销是为推广业务而采取的具体行动，而营销管理则是规划、执行和精细化这些行动的整体系统。可将市场营销比作烹饪美味佳肴，营销管理则相当于主厨，负责设计整体菜单和管理厨房团队，优化预算并跟踪客户反馈，以完善未来的菜品。 本课程致力于通过前沿的方法论培养学习者和专业人士，以在全球商业世界中实现卓越。
Welcome to course Professional Certificate in Marketing & Marketing Management by MTF InstituteCourse provided by MTF Institute of Management, Technology and FinanceMTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas: Business & Administration, Science & Technology, Banking & Finance. MTF R & D center focused on research activities at areas: Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things. MTF is the official partner of: IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry.MTF is present in 208 countries and has been chosen by more than 440 000 students.Course Author:Alex Amoroso is a seasoned professional with a rich background in academia and industry, specializing in research methodologies, strategy formulation, and product development. With a Doctorate Degree from the School of Social Sciences and Politics in Lisbon, Portugal, where she was awarded distinction and honour for her exemplary research, Alex Amoroso brings a wealth of knowledge and expertise to the table.In addition to her doctoral studies, Ms. Amoroso has served as an invited teacher, delivering courses on to wide range of students from undergraduate level to business students of professional and executives courses. Currently, at EIMT in Zurich, Switzerland, she lectures for doctoral students, offering advanced instruction in research design and methodologies, and in MTF Institute Ms. Amoroso is leading Product Development academical domain.In synergy between academical and business experience, Ms. Amoroso achieved high results in business career, leading R & D activities, product development, strategic development, market analysis activities in wide range of companies. She implemented the best market practices in industries from Banking and Finance, to PropTech, Consulting and Research, and Innovative Startups.Alex Amoroso's extensive scientific production includes numerous published articles in reputable journals, as well as oral presentations and posters at international conferences. Her research findings have been presented at esteemed institutions such as the School of Political and Social Sciences and the Stressed Out Conference at UCL, among others.With a passion for interdisciplinary collaboration and a commitment to driving positive change, Alex Amoroso is dedicated to empowering learners and professionals for usage of cutting edge methodologies for achieving of excellence in global business world.What is Marketing?Definition: Marketing is the process of identifying customer needs, creating products or services that fulfill those needs, and communicating the value of those offerings to potential customers.Focus: Marketing focuses on getting the right message to the right audience, ultimately driving interest and sales.Key Activities:Market researchProduct developmentBrand buildingAdvertising and promotionsContent creationCustomer relationship managementWhat is Marketing Management?Definition: Marketing management is the strategic and operational process of planning, organizing, implementing, and controlling an organization's marketing resources and activities.Focus: Marketing management aims to create a cohesive marketing plan, optimize resource allocation, and measure the effectiveness of marketing initiatives.Key Activities:Developing marketing strategies and plansSetting marketing budgetsManaging marketing teamsOverseeing marketing campaignsAnalyzing marketing performance (tracking metrics and ROI)Making adjustments to strategies as neededThe Relationship Between Marketing and Marketing ManagementThink of marketing as the actions you take to promote your business, and marketing management as the overarching system to plan, execute, and refine those actions strategically.Here's a simple analogy:Marketing is like cooking a delicious meal. It involves finding the right recipe (products/services), sourcing the best ingredients (market research), and carefully preparing the dish (advertising, promotions).Marketing Management is like being the head chef. They devise the overall menu (marketing strategy), manage the kitchen staff (marketing teams), ensure the budget is efficient, and keep track of customer feedback (measuring results) to perfect future meals.
