استراتيجيات تمركز المنتج | Product Positioning Strategies from Coursera

إن مكانة المنتج في الأسواق (Product Positioning) هي عنصر أساسي كي تحقق المؤسسات النجاح والاستمرارية وتحافظ على ميزتها التنافسية، ومن أجل الوصول إلى هذه الغاية تقوم المؤسسات بصياغة استراتيجياتها التسويقية لتشمل ما يُسمى بالمزيج التسويقي (Marketing Mix)، الذي يتضمن المنتج والمكان والعروض الترويجية والسعر، بهدف ترك صورة ذهنية قوية في عقول العملاء، ينتج عنها تفضيلهم لمنتجات وخدمات تلك المؤسسة على المنتجات المنافسة، فأغلب المؤسسات التي تمكنت من أن تكون عملاقة هي التي نجحت في صناعة أسماء وعلامات تجارية بلغت مراحل من القوة والثبات، نتج عنها شراء العملاء منتجاتها وخدماتها دون تردد، لمجرد الوثوق في أسمائها وعلاماتها التجارية، ويمكن تحقيق ذلك عبر العديد من الاستراتيجيات، أبرزها ما يعرف بتمييز السلعة (Differentiation) الذي يقوم على تمييز منتجات الشركة عبر تحديد نقاط قوتها، والتركيز عليها في صياغة صورة ذهنية مبنية على الفهم الجيد لما يوجد في أذهان العملاء المستهدفين (Target Customers) وتطلعاتهم، وإيصال هذه الصورة ضمن رسائلها التسويقية.

هذه الدورة هي دورة تمهيدية؛ فهي تلقي الضوء على أساسيات الموضوع بشكل عام بهدف التعريف به وبمحاوره الأساسية التي يجب الإلمام بها.

إذا كنت من المهتمين بفهم استراتيجيات تمركز المنتج، أو كان مجال عملك يتطلب توظيف ذلك في سياق عملك، فهذه الدورة ستكون مثالية لإغناء خبرتك وتطوير مهاراتك بشكل فعال ومؤثر.

حيث ستزودك هذه الدورة باطلاع واسع ودقيق على مجموعة من المحاور المتعلقة بهذا الموضوع، مثل: فهم العلامة التجارية واستراتيجيات إدارة خط المنتج، تعريف العلامة التجارية وعناصرها واستراتيجيات إدارتها، شرح استراتيجيات مكانة تمييز المنتج، استعراض عناصر استراتيجيات مكانة المنتج في السوق.

What's inside

Syllabus

استراتيجيات تمركز المنتج

ستزودك هذه الدورة باطلاع واسع ودقيق على مجموعة من المحاور المتعلقة بهذا الموضوع، مثل: فهم العلامة التجارية واستراتيجيات إدارة خط المنتج، تعريف العلامة التجارية وعناصرها واستراتيجيات إدارتها، شرح استراتيجيات مكانة تمييز المنتج، استعراض عناصر استراتيجيات مكانة المنتج في السوق.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Introduces essential concepts in product positioning for organizations' success

Empowers learners to understand brand strategies and product line management techniques

Provides a comprehensive overview of product differentiation strategies

Explores elements of product positioning strategies in the marketplace

Lays a solid foundation for professionals seeking to enhance their understanding of product positioning

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in استراتيجيات تمركز المنتج | Product Positioning Strategies with these activities:

Review the basics of marketing

Show steps

Reviewing the fundamentals of marketing will help you better understand the concepts covered in this course.

Browse courses on Marketing Concepts

Show steps

Read a book on marketing basics
Take an online course on marketing fundamentals
Attend a workshop on marketing basics

Show all one activities

Career center

Learners who complete استراتيجيات تمركز المنتج | Product Positioning Strategies will develop knowledge and skills that may be useful to these careers:

Product Manager

Product Managers are responsible for developing and managing a company's products. They work with marketing, sales, and engineering to ensure that products meet the needs of customers. This course may be useful for those who wish to become Product Managers as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Product Manager

Marketing Consultant

Marketing Consultants provide advice to companies on how to improve their marketing strategies. They work with clients to identify their target market, develop marketing campaigns, and measure the results of their marketing efforts. This course may be useful for those who wish to become Marketing Consultants as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Marketing Consultant

Brand Manager

Brand Managers are responsible for developing and managing a company's brand. They work with marketing, sales, and product development to ensure that the brand is consistent across all channels. This course may be useful for those who wish to become Brand Managers as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Brand Manager

Marketing Manager

Marketing Managers are responsible for developing and executing marketing campaigns that promote products and services. They work with other departments, such as sales, public relations, and customer service, to ensure that marketing campaigns are aligned with the company's overall business goals. This course may be useful for those who wish to become Marketing Managers as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Marketing Manager

Public relations manager

Public Relations Managers are responsible for managing a company's public image. They work with the media, customers, and other stakeholders to build and maintain a positive reputation for the company. This course may be useful for those who wish to become Public Relations Managers as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Public relations manager

Advertising Manager

Advertising Managers are responsible for planning and executing advertising campaigns. They work with clients to develop creative concepts, place ads in media outlets, and track the results of their campaigns. This course may be useful for those who wish to become Advertising Managers as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Advertising Manager

Product Marketing Manager

Product Marketing Managers are responsible for developing and executing marketing campaigns for specific products or services. They work with product development, sales, and marketing to ensure that products meet the needs of customers and are positioned effectively in the market. This course may be useful for those who wish to become Product Marketing Managers as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Product Marketing Manager

Copywriter

Copywriters are responsible for writing the text for advertising campaigns, packaging, and other marketing materials. They work with creative directors and art directors to develop advertising campaigns that are effective and engaging. This course may be useful for those who wish to become Copywriters as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Copywriter

Creative Director

Creative Directors are responsible for overseeing the creative aspects of marketing campaigns. They work with art directors, copywriters, and other creatives to develop advertising campaigns, packaging, and other marketing materials. This course may be useful for those who wish to become Creative Directors as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Creative Director

Art Director

Art Directors are responsible for overseeing the visual aspects of marketing campaigns. They work with copywriters and other creatives to develop advertising campaigns, packaging, and other marketing materials. This course may be useful for those who wish to become Art Directors as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Art Director

Sales Manager

Sales Managers are responsible for leading and motivating a team of salespeople. They develop sales strategies, set sales targets, and track the performance of their team. This course may be useful for those who wish to become Sales Managers as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Sales Manager

Market Research Analyst

Market Research Analysts collect and analyze data about consumers and markets. They use this data to help companies understand their customers and develop effective marketing strategies. This course may be useful for those who wish to become Market Research Analysts as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Market Research Analyst

Business Development Manager

Business Development Managers are responsible for generating new business for their companies. They work with clients to identify potential opportunities and develop strategies to win new business. This course may be useful for those who wish to become Business Development Managers as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Business Development Manager

Account Manager

Account Managers are responsible for managing relationships with clients. They work with clients to develop and implement marketing campaigns and track the results of their efforts. This course may be useful for those who wish to become Account Managers as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Account Manager

Media Planner

Media Planners are responsible for planning and buying advertising space in media outlets. They work with clients to develop advertising campaigns and negotiate rates with media outlets. This course may be useful for those who wish to become Media Planners as it provides an overview of the principles of product positioning and how to develop and implement effective marketing campaigns.

See salaries and explore the career path for Media Planner