市场营销概论 (中文版）

市场营销概论 (中文版）AboutOutcomesModulesTestimonialsReviewsBrowseBusinessBusiness Strategy市场营销概论 (中文版）This course is part of 商务基础 (中文版) Specialization

Instructors: Barbara E. Kahn +1 more

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5.0 (9 ratings)Barbara E. KahnUniversity of Pennsylvania4 Courses•475,771 learnersPeter FaderUniversity of Pennsylvania4 Courses•731,374 learnersOKEnroll for freeStarts Sep 2510,070 already enrolled

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4 modulesGain insight into a topic and learn the fundamentals.4.8(239 reviews)

Beginner levelNo prior experience required8 hours to completeFlexible scheduleLearn at your own pace4 modulesGain insight into a topic and learn the fundamentals.4.8(239 reviews)

Beginner levelNo prior experience required8 hours to completeFlexible scheduleLearn at your own paceAboutOutcomesModulesTestimonialsReviewsSkills you'll gainStrategic MarketingMarketing CommunicationsBrand StrategyMarketing StrategiesCustomer InsightsMarketingGo To Market StrategyBrand ManagementConsumer BehaviourMarket OpportunitiesNew Business DevelopmentView all skillsDetails to knowShareable certificateAdd to your LinkedIn profile

Assessments4 assignments

Taught in Chinese (Simplified)Video subtitles availableSee how employees at top companies are mastering in-demand skillsLearn more about Coursera for BusinessBuild your subject-matter expertiseThis course is part of the 商务基础 (中文版) SpecializationWhen you enroll in this course, you'll also be enrolled in this Specialization.Learn new concepts from industry experts Gain a foundational understanding of a subject or toolDevelop job-relevant skills with hands-on projectsEarn a shareable career certificateThere are 4 modules in this course通过探究客户决策根源，学习市场营销基础知识。主要课题包括品牌塑造战略（例如，品牌定位、品牌传播）、客户中心化市场营销战略，以及新市场开拓（例如，渠道战略、市场营销规划）。成功完成本课程后，您可以运用所学技能处理现实商务挑战，这也是沃顿商学院商务基础专项课程的组成部分。

（第 1 周）品牌塑造：市场营销战略和品牌定位Module 1•2 hours to completeModule detailsKahn 教授将在本课程中讲授两个与品牌有关的模块，他首先将向我们介绍第一个模块：市场策略和品牌定位。如果您希望浏览本课程基本情况，请阅读下方的课程大纲。或者阅读课程页面获得额外信息。此外，我们希望您积极参与论坛讨论，因为您的参与将提升课程的整体学习体验！

What's included7 videos3 readings1 assignment

Show info about module content7 videos•Total 79 minutes(1-a)市场营销基础课程：树立强势品牌第一部分 (15:10)•15 minutes(1-b)市场营销基础课程：树立强势品牌第二部分 (4:10)•4 minutes(2-a) 战略市场营销 (11:39)•11 minutes(3) 市场细分和定位 (12:45)•12 minutes(4) 品牌定位 (12:48)•12 minutes(5) 品牌宣言：电梯简报 (9:41)•9 minutes(6) 体验式品牌塑造 (13:24)•13 minutes3 readings•Total 30 minutes课程大纲•10 minutes常见问题解答•10 minutes阅读材料（可选）•10 minutes1 assignment•Total 30 minutes测验 1•30 minutes（第 2 周）客户中心化：产品中心化思想的局限性；客户中心化的机会和挑战Module 2•1 hour to completeModule details课程第2模块由Peter Fader教授授课，他会主要介绍与以客户为中心相关的概念。当前市场要求我们对客户行为做出快速反应，因此我们必须懂得如何关注正确的客户，从而获得战略优势。接下来几周内容将介绍以客户为中心的基础知识。如果您希望进一步了解Fader教授针对以客户为中心的观点，您可以关注他的Twitter账号（@faderp）。他常常会在Twitter上分享相关看法和读物。

What's included9 videos1 assignment

Show info about module content9 videos•Total 81 minutes(1) 从产品中心化管理到客户中心化管理 (15:25)•15 minutes(2) 产品中心化方法的缺陷 (9:49)•9 minutes(3) 以数据为依托的业务模式 (4:26)•4 minutes(4) 为直销喝彩三声 (3:51)•3 minutes(5) 哪家公司采用客户中心化方法？ (12:11)•12 minutes(6) 什么是客户中心化？ (11:28)•11 minutes(7) 生活在客户中心化世界里 (14:48)•14 minutes(8) 对客户中心化的更多反思 (3:21)•3 minutes(9) 与客户中心化相关的问题 (6:00)•6 minutes1 assignment•Total 30 minutes测验 2•30 minutes第 3 周）市场进入战略：线上/线下互动；如何找出领先用户并增强影响力和传染效应Module 3•2 hours to completeModule detailsDavid Bell 教授将从本周起为我们授课，我们也将开始学习第三个模块的内容！我们将转向“走向市场策略”这个重要主题。“走向市场”策略有着前所未有的多样化的选择，因为公司有机会通过多种平台吸引线上和线下的客户。Bell 教授曾经参与了几家激动人心创业公司的相关工作，他将以这些经验为例来讲解本周的教学内容。

What's included12 videos1 assignment

Show info about module content12 videos•Total 113 minutes(1)简介和执行 (2:09)•2 minutes(2) 线上/线下竞争 (4:51)•4 minutes(3) 难题 (4:39)•4 minutes(4) “长尾”第一部分 (10:58)•10 minutes(5) “长尾”第二部分 (9:55)•9 minutes(6) 偏好分离 (14:36)•14 minutes(7) 互联网销售创业公司的成长 (12:23)•12 minutes(8) 客户和数字营销 (9:49)•9 minutes(9) 影响力和信息传播方式 (11:02)•11 minutes(10) 价格战略 1：简介 (11:14)•11 minutes(11) 价格战略 2 - 客户因素 (12:29)•12 minutes(12) 7ms (9:08)•9 minutes1 assignment•Total 30 minutes测验 3•30 minutes（第 4 周）品牌塑造：有效的品牌沟通战略和重新定位战略Module 4•1 hour to completeModule detailsKahn 教授将在第四模块重返课程，讲授第二个品牌营销模块，该模块将介绍有效品牌传播和重新定位的策略。我们需要了解客户如何理解品牌所传递的信息，因为这是理解消费者行为的关键：消费者的理解将影响其行为，而且他们的理解并非是真相！在课程最后一个模块中，Kahn 教授将揭示消费者行为和理解品牌的秘密，探讨如何向消费者传播正确的信息，以及如何有效地影响消费者行为。

What's included6 videos1 assignment

Show info about module content6 videos•Total 86 minutes(1) 品牌信息传递与沟通 (12:08)•12 minutes(2) 品牌要素：选择品牌名称 (19:57)•19 minutes(3) 品牌要素：颜色和宣传词 (11:41)•11 minutes(4) 品牌要素：包装 (10:09)•10 minutes(5) 品牌要素：说服力 (13:59)•13 minutes(6) 品牌重新定位 (18:58)•18 minutes1 assignment•Total 30 minutes期末考试•30 minutesEarn a career certificateAdd this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

InstructorsInstructor ratingsInstructor ratingsWe asked all learners to give feedback on our instructors based on the quality of their teaching style.

OK5.0 (9 ratings)Barbara E. KahnUniversity of Pennsylvania4 Courses•475,771 learnersView all 2 instructorsInstructorsInstructor ratings

We asked all learners to give feedback on our instructors based on the quality of their teaching style.

5.0 (9 ratings)Barbara E. KahnUniversity of Pennsylvania4 Courses•475,771 learnersPeter FaderUniversity of Pennsylvania4 Courses•731,374 learnersOKOffered byUniversity of PennsylvaniaLearn moreOffered byUniversity of PennsylvaniaThe University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.

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JJH4Reviewed on Oct 15, 2016

The English translation into simple Chinese is not very good. I missed the meaning of words or sentences from simple Chinese.

CCL5Reviewed on Aug 19, 2018

It is a very useful course that provides me much information about Marketing, which helps me comprehend the field of market and management.

WWT5Reviewed on Dec 28, 2016

Wonderful Course, I love it;Professional Teachers, I like them;i will keep learning!my next course is Corporate finance, hope i could pass and be certified. Best RegardsSophia

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