Маркетинг в VUCA-мире (часть 2) from Coursera

Цель курса – формирование системы знаний о маркетинге как о современной концепции бизнеса, направленной на создание компанией стратегических конкурентных преимуществ посредством всестороннего изучения рынка, управления спросом, построения прочных, долгосрочных взаимоотношений с потребителями и партнерами по бизнесу. Задачи: – Формирование представлений об основах современной теории маркетинга и этапах ее развития. – Знакомство с современными тенденциями развития маркетинга. – Формирование представлений об использовании основных маркетинговых технологий. – Формирование основ принятия управленческих решений в области маркетинга. – Изучение общего алгоритма принятия маркетинговых решений. – Развитие навыков разработки и структурированного анализа маркетинговой стратегии компаний. Отличительной особенностью курса является фокус на системный подход к изучению основ маркетинга, принципов и инструментов маркетингового управления. Особое внимание уделяется выделению маркетинговых подходов для создания и удержания конкурентного преимущества. В рамках курса мы обратимся к традиционным стереотипам или мифам о маркетинге, обсудим цифровые вызовы, стоящие перед маркетингом. Курс сопровождается «дорожной картой», обеспечивая четкую навигацию и понимание связи между отдельными темами. Каждый модуль основан на сочетании ключевых концепций и моделей маркетинга, сопровождается примерами и кейсами использования инструментов маркетинга в ведущих мировых и российских компаниях. Темы курса привязаны к конкретным бизнес-задачам с ориентацией на то, как маркетинг может помочь фирме принять более эффективные решения.

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Develops an understanding of modern marketing theory and its evolution

Covers modern marketing trends

Provides a basis for using marketing technologies

Examines general decision making in marketing

Provides an algorithm for marketing decision making

Teaches skills for developing and researching marketing strategy

Provides a structured guide for understanding course content

Uses a mix of concepts, models, examples, and case studies

Connects to real-world business problems

Career center

Learners who complete Маркетинг в VUCA-мире (часть 2) will develop knowledge and skills that may be useful to these careers:

Marketing Manager

Marketing Managers develop and execute marketing campaigns to promote products or services. They work with cross-functional teams to develop and implement marketing strategies. This course can assist Marketing Managers in building a foundation in marketing principles. They can also develop insights into using marketing to create competitive advantages.

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Marketing Strategist

Marketing Strategists develop and implement marketing strategies that help businesses achieve their business objectives. They work with cross-functional teams to develop and implement marketing campaigns. This course can assist Marketing Strategists in building a foundation in marketing principles.

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Marketing Professor

Marketing Professors teach marketing courses at universities and colleges. They also conduct research in the field of marketing. This course can assist Marketing Professors in developing a foundation in advanced marketing principles as well as marketing technology.

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Product Manager

Product Managers are responsible for the lifecycle of a product. They work with cross-functional teams to develop, launch, and market products. This course can assist Product Managers in building a foundation in marketing principles and fostering an understanding of how marketing can be used to create competitive advantages.

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Brand Manager

Brand Managers are responsible for developing and maintaining a brand's identity. They work with cross-functional teams to develop and execute marketing campaigns that build brand awareness and loyalty. This course can assist Brand Managers in building a foundation in marketing principles and helps them develop insights into using marketing to create a competitive advantage.

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Marketing Consultant

Marketing Consultants provide marketing advice and support to businesses. They help businesses develop and implement marketing strategies that help them achieve their business objectives. This course can assist Marketing Consultants in building a foundation in marketing principles as well as marketing technology.

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Growth Marketer

Growth Marketers are responsible for developing and executing marketing campaigns that help businesses achieve growth objectives. They work with cross-functional teams to develop and implement marketing strategies that drive growth. Given the focus of this course on modern marketing and digital challenges, it may be useful to Growth Marketers.

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Market Research Analyst

Market Research Analysts study market conditions to help companies understand what consumers want. By taking this course, analysts can build a foundation in marketing principles as they relate to market research. This course in particular can provide insight into forming hypotheses, designing studies, collecting data, and analyzing results.

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Data Analyst

Data Analysts collect, analyze, and interpret data to help businesses make informed decisions. They work with cross-functional teams to develop and implement data-driven marketing campaigns. This course can assist Data Analysts in building a foundation in marketing principles and marketing technology.

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Entrepreneur

Entrepreneurs start and run their own businesses. They develop and implement marketing strategies to help their businesses succeed. This course can assist Entrepreneurs in building a foundation in marketing principles. It can also help them develop an understanding of how marketing can be used to create a competitive advantage.

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Digital Marketing Manager

Digital Marketing Managers are responsible for developing and executing digital marketing campaigns. They work with cross-functional teams to develop and implement digital marketing strategies. Given the focus of this course on modern marketing and digital challenges, it may be useful to Digital Marketing Managers.

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Content Marketing Manager

Content Marketing Managers are responsible for developing and executing content marketing campaigns to help a company attract and retain customers. Given the focus of this course on modern marketing and digital challenges, it may be useful to Content Marketing Managers.

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SEM Specialist

SEM Specialists are responsible for developing and executing search engine marketing campaigns to help companies attract and retain customers. Given the focus of this course on modern marketing and digital challenges, it may be useful to SEM Specialists.

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SEO Specialist

SEO Specialists are responsible for optimizing websites for search engines to improve visibility and organic traffic. Given the focus of this course on modern marketing and digital challenges, it may be useful to SEO Specialists.

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Social Media Manager

Social Media Managers are responsible for developing and executing social media marketing campaigns to help build a brand's online presence and connect with potential customers. Given the focus of this course on modern marketing and digital challenges, it may be useful to Social Media Managers.

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