Маркетинг. Часть 1. Основные категории, принципы и подходы from Coursera

Маркетинг – система ведения производственно-коммерческой деятельности предприятия с ориентацией на рынок, главными элементами которой являются 1) потребитель, 2) конкуренты. В курсе рассмотрены аспекты маркетинга как предприятий, работающих с потребителями товаров широкого потребления (В2С рынки), так и предприятий, клиентами которых являются другие предприятия (В2В рынки). Структура курса включает в себя изучение аспектов поведения потребителей на В2С и В2В рынках, методов маркетинговых исследований потребителей и конкурентов, управления маркетингом и оценки его эффективности. В разработке курса приняли участие компании «CML - Центр компьютерного инжиниринга СПбПУ», 3М, SWED-MOBIL, DDC.Lab, Media Price. В заданиях были использованы данные компании Mediascope, материалы маркетингового клуба КЛУМБА|ПОЛИТЕХ. Цель курса Сформировать у слушателей представление о маркетинге как о рыночном подходе к управлению предприятием, на практических примерах показать его суть. Результаты обучения и формируемые компетенции В результате обучения слушатели будут знать и уметь применять методы маркетинговых исследований потребителей и конкурентов, понимать аспекты поведения потребителей на В2С и В2В рынках, владеть методами управления маркетингом и оценки его эффективности.

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This course teaches methods of marketing research on consumers and competitors, which is standard in the marketing industry

Taught by Anastasii Klimin, who are recognized for their work in marketing

Explores aspects of consumer behavior in B2C and B2B markets, which is important for understanding how consumers make purchasing decisions

Teaches methods of marketing management and evaluation, which helps learners develop and implement effective marketing strategies

Involves collaborations with companies like 3M, SWED-MOBIL, DDC.Lab, Media Price, which provides learners with real-world perspectives on marketing

Reviews summary

Introduction to marketing: key concepts and principles

This course provides a comprehensive introduction to marketing concepts and principles, covering both consumer (B2C) and business-to-business (B2B) markets. Students appreciate the structured and informative content, which is delivered through a combination of lectures and practical assignments. The course effectively vermittelt the key principles of marketing, making it a valuable resource for students in business and related fields.

понятно изложение прилагаемых материалов, быстрое усвоение

"Открытая и доступная подача материала, хорошая диктовка преподавателей и ведущих, понятное изложение прилагаемых материалов, быстрое усвоение, интересные практические задания с примерами."

Well-organized and informative course content

"Структурированно и очень насыщено информацией."

"Каждая лекция курса наполнена концентрированной информацией, которую можно закрепить практическим заданием."

Курс двадцатилетней давности.

"Курс двадцатилетней давности."

Монотонная передача информации.

"Лектор не объясняет материал, а просто читает. Поэтому у меня сложилось полное впечатление возвращения в аудиторию обычного российского ВУЗа. Как следствие, было скучно слушать, интерес был на нуле."

Мало примеров из реальной жизни

"Из минусов - мало примеров из реальной жизни, не очень доходчивые определения, переполненные объяснениями, которые можно было выразить в более простой и понятной форме."

Activities

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Career center

Learners who complete Маркетинг. Часть 1. Основные категории, принципы и подходы will develop knowledge and skills that may be useful to these careers:

Marketing Specialist

A Marketing Specialist is responsible for developing, executing, and evaluating marketing campaigns. This course may be useful to one who wishes to become a Marketing Specialist as it provides knowledge of how various marketing tactics are used by different businesses. It also discusses how to successfully manage marketing efforts.

See salaries and explore the career path for Marketing Specialist

Marketing Analyst

A Marketing Analyst is responsible for collecting, analyzing, and interpreting data to help businesses understand their customers and make better marketing decisions. This course may be useful to one who wishes to become a Marketing Analyst as it includes methods of marketing research and how to evaluate the effectiveness of marketing efforts.

See salaries and explore the career path for Marketing Analyst

Market Researcher

A Market Researcher is responsible for collecting, analyzing, and interpreting data to help businesses understand their customers and make better marketing decisions. This course may be useful to one who wishes to become a Market Researcher as it covers methods of marketing research and how to understand consumer behavior.

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Marketing Manager

A Marketing Manager is responsible for marketing campaigns, market research, and sales forecasting. This course may be useful to one who wishes to become a Marketing Manager as it discusses aspects of marketing, specifically including methods of marketing research. One will also learn about consumer behavior and how to manage marketing efforts.

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Account Manager

An Account Manager is responsible for managing relationships with existing clients and developing new ones. This course may be useful to one who wishes to become an Account Manager as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

See salaries and explore the career path for Account Manager

Social Media Manager

A Social Media Manager is responsible for managing a company's social media presence. This course may be useful to one who wishes to become a Social Media Manager as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

See salaries and explore the career path for Social Media Manager

Brand Manager

A Brand Manager is responsible for developing and managing a brand's identity and image. This course may be useful to one who wishes to become a Brand Manager as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

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Content Marketer

A Content Marketer is responsible for creating and distributing content to attract and engage customers. This course may be useful to one who wishes to become a Content Marketer as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

See salaries and explore the career path for Content Marketer

Digital Marketing Specialist

A Digital Marketing Specialist is responsible for creating and executing digital marketing campaigns. This course may be useful to one who wishes to become a Digital Marketing Specialist as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

See salaries and explore the career path for Digital Marketing Specialist

Marketing Consultant

A Marketing Consultant provides advice to businesses on how to improve their marketing efforts. This course may be useful to one who wishes to become a Marketing Consultant as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

See salaries and explore the career path for Marketing Consultant

Advertising Manager

An Advertising Manager is responsible for planning and executing advertising campaigns. This course may be useful to one who wishes to become an Advertising Manager as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

See salaries and explore the career path for Advertising Manager

Search Engine Optimization (SEO) Specialist

A Search Engine Optimization (SEO) Specialist is responsible for optimizing websites to improve their ranking in search engine results pages (SERPs). This course may be useful to one who wishes to become an SEO Specialist as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Sales Manager

A Sales Manager is responsible for leading and motivating a team of sales representatives to achieve sales goals. This course may be useful to one who wishes to become a Sales Manager as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

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Product Manager

A Product Manager is responsible for overseeing the development and marketing of a product or product line. This course may be useful to one who wishes to become a Product Manager as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

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Public Relations Specialist

A Public Relations Specialist is responsible for managing a company's reputation and relationships with the media. This course may be useful to one who wishes to become a Public Relations Specialist as it helps build a foundation in marketing principles, including the role that both consumers and competitors play in marketing strategy.

See salaries and explore the career path for Public Relations Specialist

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Маркетинг. Часть 1. Основные категории, принципы и подходы

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Reviews summary

Introduction to marketing: key concepts and principles

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