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所在平台: Udemy |
课程主页: https://www.udemy.com/course/strategic-marketing-plan-english/
课程评论：没有评论
**Coursera 课程总结：战略营销计划** 本课程将指导您如何制定一份全面的战略营销计划，无论您是为产品还是公司进行规划。课程将深入探讨以下关键主题： * **确定营销目标：** 学习如何设定明确的营销目标，包括提升销售额、提高品牌或产品认知度、扩大市场份额等，并理解不同目标下策略的差异。 * **环境扫描：** 掌握微观（内部）和宏观（外部）环境扫描的概念，了解如何全面分析您所处的市场环境。 * **竞争分析：** 学习如何识别和分析竞争对手，包括直接竞争、间接竞争以及背靠背竞争。 * **市场细分与定位：** 掌握市场细分的技巧，识别并精准定位您的目标客户群体，以及如何让您的产品或公司在竞争中脱颖而出，并在客户心中建立独特的品牌定位。 * **SWOT和TOWS分析：** 深入了解SWOT和TOWS矩阵的应用，为战略制定提供有力工具。 * **营销组合 (4Ps/7Ps)：** 系统学习营销组合的基本概念，从传统的4Ps到发展为7Ps。 * **营销渠道与工具：** 区分营销渠道和营销工具，避免混淆。 * **行动计划与团队协作：** 学习如何制定行动计划，并将工作有效分配给团队成员。 * **广告与公关：** 了解广告和公共关系的使用，以及根据时机选择更合适的推广方式。 * **营销预算：** 学习如何制定年度营销预算，并优化资源分配，重点关注适合目标细分市场的渠道。 * **营销研究：** 掌握营销研究的类型及其适用时机。 * **Ansoff矩阵：** 了解Ansoff矩阵在增长战略中的应用。 * **专业营销知识：** 学习成为一名专业营销人员或市场经理所需的必备知识和技能。 本课程适合所有希望系统学习营销战略，并将其应用于实际业务的专业人士。
In this course, you will learn how to start a comprehensive strategic marketing plan, whether for products or companies. Different marketing goals and objectives emerge, as they differ based on the goals. They can be built to increase sales or increase awareness of the identity, whether the company's identity or the product's identity, and thus goals can be to increase market share. We will go through all of this from the beginning.Training course will include below topics:- How to determine the goal of the plan.- The concept of MICRO & MACRO Environmental Scanning (How to scan the market around you (internal & External)- Understanding competition (Analyzing competitors / Types of competitors Direct or Indirect competitors or back-to-back)- How to divide the market in segmentation and hit the right segment to your business.- How to distinguish your company or product from the competing company or product- Knowing how the company or product is positioned in the market among competitors and positioned in the customer's mind- Knowing more about SWOT and TOWS Matrixes.- The basics of Marketing Mix from the beginning of the 4Ps until it developed into 7Ps- The difference between marketing channels and marketing tools that many marketers confuse- Action Plan and distributing work to the work team- Entering the world of advertising and knowing the use of advertising and the use of public relations and which is better in terms of timing- Creating the Annual Marketing Budget and its optimal use by focusing on the channels appropriate for the target segment- Marketing Research ( Types and when to use each type) What & When!!- Ansoff Matrix- Some necessary information that must be known if you want to be a professional marketer or to enter Marketing world and be qualified to be a marketing manager or regional marketing manager
