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所在平台: Udemy |
课程主页: https://www.udemy.com/course/winning-marketing-communications/
课程评论：没有评论
课程名称：专业营销人员的营销传播 课程概述：营销传播是公司营销工作中一个基本而复杂的部分。如果处理不当，可能会严重甚至致命地影响公司的形象。在本课程中，特许营销协会的高级考官Chris Fill深入探讨了营销传播的所有基本要素及其扩展内容。课程时长为4小时，涵盖了从营销传播组合到营销传播与关系及企业传播等众多内容。 第一部分旨在澄清关于营销传播原则的基本概念。通过探索营销传播的范围、角色和任务，介绍了如何重新配置营销传播组合的思路。这部分包括对各个工具、媒体的解释，特别是数字媒体的影响，以及当今内容生成的多种方式。 第二部分从受众的角度探讨了营销传播在买卖关系发展中的作用。讲座的第一部分考虑了多种传播形式，第二部分则检视了各种交换偏好。 第三部分将这两个要素结合在一起，形成一个营销传播与关系的动态模型。该部分视频展示了如何通过理解受众与供应商之间的首选关系来塑造用于与他们沟通的营销传播组合。
Marketing communication is a fundamental and complex part of a company's marketing efforts. If failed can lead to serious and sometimes fatal consequences on the company image.In this course, Senior Examiner at the Chartered Institute of Marketing, Chris Fill, explores all the essentials and beyond of Marketing Communications. From the Marketing Communication Mix to Marketing Communication and Relationship and Corporate Communication, this 4 Hours course is packed with information and insights. This first section serves to clarify ideas about the principles of marketing communications. After exploring the scope, role, and tasks of marketing communications, ideas concerning the reconfiguration of the marketing communications mix are presented. This includes explanations about the individual tools, media, including the impact of digital media, and the many ways content is generated today. The second section, the role of marketing communications within the development of buyer/seller relationships is explored from an audience perspective. The first part of the lecture considers a range of forms of communications, and the second examines a range of exchange preferences. The third and final section brings these two elements together in the form of a marketing communication/relationship dynamic. This video shows how understanding an audience's preferred relationship with a supplier should shape the type of marketing communications mix used to communicate with them.
