课程信息
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第 3 门课程(共 5 门)

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

完成时间大约为14 小时

建议:4 weeks of study, 1-3 hours/week...

英语(English)

字幕:英语(English), 越南语

第 3 门课程(共 5 门)

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

完成时间大约为14 小时

建议:4 weeks of study, 1-3 hours/week...

英语(English)

字幕:英语(English), 越南语

教学大纲 - 您将从这门课程中学到什么

1
完成时间为 2 小时

Course Overview & Week 1

Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.

...
16 个视频 (总计 78 分钟), 4 个阅读材料, 1 个测验
16 个视频
1.- Course Outline2分钟
2.- Week 1 Overview3分钟
3.- Framing Marketing Challenges, Part 14分钟
4.- Framing Marketing Challenges, Part 26分钟
5.- The Marketing Process, Part 16分钟
6.- The Marketing Process, Part 24分钟
7.- Segmentation, Part 14分钟
8.- Segmentation, Part 23分钟
9.- Segmentation Part 35分钟
10.- Segmentation Part 42分钟
11.- Marketing Research, Part 17分钟
12.- Marketing Research, Part 25分钟
13.- Marketing Research, Part 34分钟
14.- Targeting and Positioning, Part 16分钟
15.- Targeting and Positioning, Part 25分钟
4 个阅读材料
Syllabus10分钟
About Week 110分钟
Required Reading10分钟
Week 1 Quiz Solutions Key10分钟
1 个练习
Week 118分钟
2
完成时间为 2 小时

Week 2: Product, Pricing & Channel Design

It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels.

...
17 个视频 (总计 80 分钟), 3 个阅读材料, 1 个测验
17 个视频
2.- Product Definition, Part 17分钟
3.- Product Definition, Part 23分钟
4.- Estimating Product Demand, Part 14分钟
5.- Estimating Product Demand, Part 24分钟
6.- Managing Products, Part 13分钟
7.- Managing Products, Part 25分钟
8.- Managing Products, Part 33分钟
9.- Pricing Fundamentals, Part 15分钟
10.- Pricing Fundamentals, Part 24分钟
11.- Pricing Fundamentals, Part 33分钟
12.- Pricing Fundamentals, Part 45分钟
13.- Pricing Fundamentals, Part 54分钟
14.- Channel Design, Part 14分钟
15.- Channel Design, Part 27分钟
16.- Channel Management7分钟
17.- Week 2 Recap1分钟
3 个阅读材料
About Week 210分钟
Required Reading10分钟
Week 2 Quiz Solution Key10分钟
1 个练习
Week 216分钟
3
完成时间为 2 小时

Week 3: Building Strong Brands

Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand.

...
13 个视频 (总计 55 分钟), 2 个阅读材料, 1 个测验
13 个视频
2.- Defining Brands4分钟
3.- What Things Can Be Branded?4分钟
4.- Why Are Brands Important?, Part 14分钟
5.- Why Are Brands Important?, Part 23分钟
6.- The Value of a Brand, Part 14分钟
7.- The Value of a Brand, Part 26分钟
8.- Brand Equity5分钟
9.- The Branding Process, Part 16分钟
10.- The Branding Process, Part 23分钟
11.- Brand Extensions, Part 14分钟
12.- Brand Extensions, Part 26分钟
13.- Week 3 Recap53
2 个阅读材料
About Week 310分钟
Week 3 Quiz Solution Key10分钟
1 个练习
Week 316分钟
4
完成时间为 3 小时

Week 4: Communication Strategy

Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.

...
11 个视频 (总计 47 分钟), 1 个阅读材料, 2 个测验
11 个视频
2.- Communications Framework1分钟
3.- Mission And Market7分钟
4.- Map The Decision Making Process, Part 16分钟
5.- Map The Decision Making Process, Part 24分钟
6.- Message and Content4分钟
7.- Media, Part 14分钟
8.- Media, Part 26分钟
9.- Measurement5分钟
10.- Week 4 Recap1分钟
Conclusion to the Course1分钟
1 个阅读材料
About Week 410分钟
1 个练习
Week 4 - Part 114分钟
4.4
43 个审阅Chevron Right

50%

完成这些课程后已开始新的职业生涯

40%

通过此课程获得实实在在的工作福利

33%

加薪或升职

来自Marketing: Customer Needs and Wants的热门评论

创建者 RTMay 2nd 2017

Good understanding of methods to know what customer think and how they think.\n\nUseful for anyone doing market related activities. No indepth background needed to get into this course.

创建者 DSDec 28th 2018

It is good course for any Marketing fresher who want to know more about practical things in current market.

讲师

Avatar

Mario Capizzani

Lecturer
Marketing

关于 西班牙IESE商学院

For over fifty years, IESE, the graduate business school of the University of Navarra, has been at the forefront of management education, developing and inspiring business leaders who strive to make a deep, positive and lasting impact on the people, companies and society they serve....

关于 Foundations of Management 专项课程

Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of financial, marketing and decision-making principles and other management fundamentals will help you achieve your professional goals - be it getting promoted in your current job, getting ready for a MBA program, or starting your own company. This Specialization will give you a comprehensive introduction to the practice of management through the lens of four key disciplines: accounting, finance, marketing, and organizational behavior. In each course, you'll analyze real business cases from these four perspectives. In the final Capstone Project, you’ll apply what you’ve learned to develop a holistic solution to a real-world business dilemma. This Specialization will provide you with the skill set needed to help achieve the next step in your career....
Foundations of Management

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