市场营销概论

Introduction to Marketing

Business Foundations专项课程,5 课程序列的一部分

宾夕法尼亚大学

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市场营销概论
  • 分类: 商业管理
  • 平台: Coursera
  • 语言: 英语

课程信息

Taught by three of Wharton’s top faculty in the marketing department, consistently ranked as the #1 marketing department in the world, this course covers three core topics in customer loyalty: branding, customer centricity, and practical, go-to-market strategies.

You’ll learn key principles in

– Branding: brand equity is one of the key elements of keeping customers in a dynamic world in which new startups are emerging constantly.
– Customer centricity: not synonymous with customer service, customer centricity starts with customer focus and need-gathering.
– Go-to-market strategies: understand the drivers that influence customers and see how these are implemented prior to making an investment.

Complete this course as part of Wharton’s Business Foundations Specialization, and you’ll have the opportunity to take the Capstone Project and prepare a strategic analysis and proposed solution to a real business challenge from Wharton-governed companies like Shazam and SnapDeal or to a challenge faced by your own company or organization. Wharton-trained staff will evaluate the top submissions, and leadership teams at Shazam and SnapDeal will review the highest scoring projects prepared for their companies.

Introduction to Marketing 是 Business Foundations 专项课程中 1/5 的课程。

In this Specialization, you’ll develop basic literacy in the language of business, which you can use to transition to a new career, start or improve your own small business, or apply to business school to continue your education. In four courses, you’ll learn the fundamentals of marketing, accounting, operations, and finance. In the final Capstone Project, you’ll apply the skills learned by developing a go-to-market strategy to address a real business challenge.

授课教师

Barbara Kahn
Professor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School

Peter Fader
Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School

David Bell
Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing

授课大纲

第 1 周 BRANDING: Marketing Strategy and Brand Positioning

Course Pages
BRANDING: Marketing Strategy and Brand Positioning
Quiz: Quiz #1

第 2 周 CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity

CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking & The Opportunities and Challenges of Customer Centricity
Quiz: Quiz #2

第 3 周 GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion

GO TO MARKET STRATEGIES: Online-Offline Interaction & How to Find Lead Users and Facilitate Influence and Contagion
Quiz: Quiz #3

第 4 周 BRANDING: Effective Brand Communications Strategies and Repositioning Strategies

BRANDING: Effective Brand Communications Strategies and Repositioning Strategies
Final Materials
Quiz: Final Exam

第 5 周 Applied Marketing(Optional)

Applied Marketing

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