Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions.
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Foundations of Management 专项课程西班牙IESE商学院课程信息
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第 3 门课程（共 5 门）
完成时间大约为10 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）, 波斯语
可灵活调整截止日期
根据您的日程表重置截止日期。
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 3 门课程（共 5 门）
完成时间大约为10 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）, 波斯语
提供方
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.
授课大纲 - 您将从这门课程中学到什么
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.
完成时间为 2 小时
16 个视频 （总计 78 分钟）, 4 个阅读材料, 1 个测验
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.
完成时间为 2 小时
17 个视频 （总计 80 分钟）, 3 个阅读材料, 1 个测验
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.
完成时间为 2 小时
13 个视频 （总计 55 分钟）, 2 个阅读材料, 1 个测验
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.
完成时间为 3 小时
11 个视频 （总计 47 分钟）, 1 个阅读材料, 2 个测验
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- 5 stars65.06%
- 4 stars20.96%
- 3 stars8.43%
- 2 stars3.13%
- 1 star2.40%
来自MARKETING: CUSTOMER NEEDS AND WANTS的热门评论
由 RT 提供May 1, 2017
Good understanding of methods to know what customer think and how they think. Useful for anyone doing market related activities. No indepth background needed to get into this course.
由 CS 提供Oct 19, 2020
Great course. This was an excellent opportunity to learn about marketing and how it helps the companies to be more successful.
由 DS 提供Dec 27, 2018
It is good course for any Marketing fresher who want to know more about practical things in current market.
由 AB 提供Dec 31, 2017
Thank you professor. Thank you IESE School.\n\nThank you Coursera.
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.
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