课程信息

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第 2 门课程(共 5 门)
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初级
完成时间大约为8 小时
英语(English)
字幕:英语(English)

您将获得的技能

Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition

学生职业成果

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
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 2 门课程(共 5 门)
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
完成时间大约为8 小时
英语(English)
字幕:英语(English)

讲师

提供方

IE商学院 徽标

IE商学院

教学大纲 - 您将从这门课程中学到什么

内容评分Thumbs Up85%(1,670 个评分)Info
1

1

完成时间为 2 小时

Positioning introduction

完成时间为 2 小时
7 个视频 (总计 25 分钟), 3 个阅读材料, 2 个测验
7 个视频
1.0 Why positioning?3分钟
1.1 Where should we start?5分钟
1.2 Positioning as a key element in the marketing process4分钟
1.3 Market environment analysis: Context and Customers4分钟
1.4 Market environment analysis: Collaborators, Competitors and Company2分钟
1.5 What do we get from a proper positioning?3分钟
3 个阅读材料
Marketing in the age of fragmentation10分钟
The Evolution of Marketing30分钟
Mountain Dew Kickstart comes alive10分钟
2 个练习
Marketing process and Positioning10分钟
Marketing process and Positioning14分钟
2

2

完成时间为 2 小时

Segmentation

完成时间为 2 小时
10 个视频 (总计 41 分钟), 4 个阅读材料, 3 个测验
10 个视频
2.1 Mass market, market segments, niche markets and individuals1分钟
2.2 Segmentation levels4分钟
2.3 Why should we segment?2分钟
2.4 Reasons to segment3分钟
2.5 Segmentation criteria: geographic and demographic3分钟
2.6 Segmentation criteria: psychographic and behavioral5分钟
2.7 How to come up with an effective segmentation?3分钟
2.8 Segmentation models4分钟
2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson9分钟
4 个阅读材料
The art and science of consumer segmentation10分钟
Personalised targeting: Don’t get personal get social10分钟
Holistic segmentation10分钟
Why Unilever believes “consumers are dead”10分钟
3 个练习
Segmentation and targeting12分钟
In the following exercise you will have to identify to which segmentation criteria each sentence is related with14分钟
Segmentation and targeting 26分钟
3

3

完成时间为 2 小时

Differentiation and Value Proposition

完成时间为 2 小时
9 个视频 (总计 35 分钟), 4 个阅读材料, 2 个测验
9 个视频
3.1 What is differentiation and value proposition?2分钟
3.2 Positioning in real life: Exercise3分钟
3.3 Frame of reference, points of parity and points of difference5分钟
3.4 How to come up with the points of difference?4分钟
3.5 The three circles model (Urbany & Davis)4分钟
3.6 Differentiation strategies4分钟
3.7 Session 3 Summary1分钟
3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain5分钟
4 个阅读材料
Denny: Fighting commoditization with differentiation10分钟
Differentiation that matters10分钟
BigPond – Why Emotional differentiation wins10分钟
Differentiation or Salience10分钟
2 个练习
Differentiation & positioning. Please fill out the following sentences:8分钟
Differentiation & value proposition12分钟
4

4

完成时间为 3 小时

Positioning

完成时间为 3 小时
12 个视频 (总计 58 分钟), 8 个阅读材料, 3 个测验
12 个视频
4.1 What is positioning?3分钟
4.2 Positioning examples at Citroën10分钟
4.3 Positioning Statement3分钟
4.4 How to define the Commercial Plan based on the positioning?5分钟
4.5 How to come up with the value proposition? Positioning maps4分钟
4.6 Spider Web Perceptual Maps3分钟
4.7 Alternative Positioning Strategies6分钟
4.8 Key trends impacting Positioning (1/2)7分钟
4.9 Key trends impacting Positioning (2/2)7分钟
4.10 Course wrap up4分钟
Ready to continue on this journey?50
8 个阅读材料
Chobani Plain Inspiring10分钟
Dennys reinvents the American dinner10分钟
Positioning Maps Multimedia10分钟
Vodafone Egypt: How to make the small seems big10分钟
Consumers in 2016: Generation swipe10分钟
Can big data and analysis replace intuition?10分钟
Innovation beyond blue oceans10分钟
Super personalize me! When technological advance meets consumer power10分钟
3 个练习
Positioning12分钟
Positioning14分钟
Match these sentences regarding Positioning2分钟

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关于 营销战略 专项课程

Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start? Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan. In the final capstone project you will develop a Marketing Plan for a product or service....
营销战略

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