行銷典範轉移: 變動中的消費世界 (Marketing in a changing world) from Coursera

What's inside

Syllabus

行銷本質及典範轉移（上）

第一講分為上下兩部分，上半部分主要介紹行銷的基本概念與原理。下半部分討論行銷驅動及驅動市場，另外，行銷典範在過去幾十年來的移轉，以及當前互聯網興起的變動環境下，改變消費市場的五種力量。

行銷本質及典範轉移（下）

行銷策略（上）

第二講主要介紹行銷策略中，如何進行市場區隔、目標市場選擇以及市場定位。上部分主要涵蓋市場區隔，也將會介紹平手點與差異點的概念。在下部分中，將會討論市場定位，新力量對行銷策略的影響等主題。

行銷策略（下）

第二講主要介紹行銷策略中，如何進行市場區隔、目標市場選擇以及市場定位。上部分主要涵蓋市場區隔，也將會介紹平手點與差一點的概念。在下部分中，將會討論市場定位，新力量對行銷策略的影響等主題。

品牌及品牌價值（上）

在本講中，將會介紹與品牌有關的概念，以及當前的消費世界是如何影響品牌的。本講上部分包括如何進行“品牌化”、品牌的元素、品牌如何承載意義等概念。下部分將介紹品牌價值的計算、品牌的典範移轉，以及變動世界對品牌的影響因素。

品牌及品牌價值（下）

顧客關係管理（上）

本課程的最後一講討論顧客關係管理的有關內容以及變動世界是如何使得當前的顧客關係管理變得複雜。其中上部分介紹有關顧客資產、顧客保留與獲取、以及如何提高顧客滿意度。下部分介紹資料庫行銷的挑戰、粉絲經濟與顧客價值創造、未來的顧客面貌以及變動世界的力量如何影響顧客關係管理的實施。

顧客關係管理（下）

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

授課教授謝明慧是行銷領域公認的權威，著有《顧客關係管理：觀念與實務》等書籍。

課程包含豐富的行銷實務案例，並結合數位時代的最新趨勢分析，有助於學員提升對行銷策略的了解和應用能力。

課程架構完整，涵蓋行銷本質、行銷策略、品牌管理和顧客關係管理等核心主題，有助於學員建立全面的行銷知識體系。

課程採用互動式教學方法，結合線上討論區和案例分析，能促進學員間的交流和學習。

課程內容偏向理論介紹，實務操作演練較少，可能需要學員自行補充相關經驗。

課程主要針對行銷相關從業人員或有志於從事行銷工作的學員，對其他領域的學員可能較無吸引力。

Reviews summary

Excellent marketing overview course

This course provides a comprehensive view of marketing fundamentals and emerging consumer trends in the digital age. Students found the instructor's explanations clear and engaging, with a wealth of illustrative examples that made the material relatable. The workload is manageable, making it accessible to beginners.

Suitable for those new to marketing.

"...內容適合初學者..."

Instructor explains concepts well.

"...老師解釋得很清楚..."

Numerous real-world examples provided.

"...會給很多案例來參考..."

"...透過老師上課舉的很多例子可以輕易地學到很多知識..."

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 行銷典範轉移: 變動中的消費世界 (Marketing in a changing world) with these activities:

尋找行銷方面的導師

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與經驗豐富的行銷專業人員建立聯繫，尋求指導和支持。

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參加行銷活動或研討會
透過 LinkedIn 或其他專業社群尋找潛在導師
撰寫簡短的電子郵件，表達您的興趣和目標

探討數位時代的消費市場現象

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幫助您了解數位時代如何影響消費市場，並提升您的行銷策略。

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觀看線上影片或參加網路研討會
閱讀產業報告或文章
加入相關討論區或社群

練習市場區隔和目標市場選擇

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通過實際練習加強您對市場區隔和目標市場選擇的理解。

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選擇一個產品或服務
進行市場調查以收集數據
使用數據對市場進行區隔
為每個區隔選擇一個目標市場

Four other activities

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Show all seven activities

創建品牌定位聲明

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讓您通過創建品牌定位聲明實際應用品牌管理原則。

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選擇一個品牌
研究品牌的目標受眾
開發品牌的定位聲明

與同學討論顧客關係管理實例

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通過與同學合作，應用顧客關係管理的概念並取得新見解。

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與同學組成小組
選擇一個顧客關係管理案例研究
分析案例研究並討論其優缺點
提出建議以改善顧客關係管理策略

寻求行业专家的指导

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通过向业内专家寻求指导，获得宝贵的行业见解和实践经验。

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确定您希望获得指导的具体领域。
研究并联系行业内的潜在导师。
与导师安排定期会面，讨论您的职业目标和寻求反馈。
积极参与行业活动和会议，与潜在导师建立联系。

參與行銷相關的開放原始碼專案

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讓您實作行銷技能，並對開放原始碼社群做出貢獻。

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尋找一個與行銷相關的開放原始碼專案
加入專案並閱讀文件
提出問題或建議
撰寫程式碼或撰寫文件

Career center

Learners who complete 行銷典範轉移: 變動中的消費世界 (Marketing in a changing world) will develop knowledge and skills that may be useful to these careers:

Marketing Professor

Marketing Professors teach courses in marketing at colleges and universities. They conduct research in marketing and publish their findings in academic journals. This course provides a foundation in marketing principles and theories, including marketing research, consumer behavior, and marketing strategy. It also covers the impact of digital technologies on marketing and how to develop effective marketing strategies in a changing world.

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Marketing Consultant

Marketing Consultants provide marketing advice and services to businesses. They work with clients to develop and implement marketing plans, improve marketing performance, and achieve marketing goals. This course provides a foundation in marketing principles and strategies, including market research, market segmentation, and marketing mix. It also covers the impact of digital technologies on marketing and how to develop effective marketing strategies in a changing world.

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 create and implement marketing campaigns that build brand awareness, increase brand loyalty, and drive sales. This course provides a comprehensive understanding of brand management, including brand positioning, brand development, and brand measurement. It also covers the impact of digital technologies on brand management and how to develop effective brand strategies in a changing world.

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Marketing Manager

Marketing Managers develop and execute marketing campaigns that promote a company's products or services. They research market trends, identify customer needs, and create strategies to reach target audiences. This course provides a foundation in marketing principles and strategies, including market segmentation, target market selection, and brand management. It also covers the impact of digital technologies on marketing and how to develop effective marketing campaigns in a changing world.

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Social Media Manager

Social Media Managers plan and execute marketing campaigns that use social media channels such as Facebook, Twitter, and Instagram. They create and publish content, engage with customers, and track campaign performance. This course provides a foundation in social media marketing principles and strategies, including content creation, community management, and social media analytics. It also covers the impact of digital technologies on social media marketing and how to develop effective social media marketing campaigns in a changing world.

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Digital Marketing Manager

Digital Marketing Managers plan and execute marketing campaigns that use digital channels such as search engines, social media, and email. They track campaign performance and make adjustments to optimize results. This course provides a foundation in digital marketing principles and strategies, including search engine optimization (SEO), social media marketing, and email marketing. It also covers the impact of digital technologies on marketing and how to develop effective digital marketing campaigns in a changing world.

See salaries and explore the career path for Digital Marketing Manager

Market Researcher

Market Researchers collect and analyze data about markets, customers, and competitors. They use this data to identify market opportunities and develop marketing strategies. This course provides a foundation in market research principles and methods, including survey research, focus groups, and data analysis. It also covers the impact of digital technologies on market research and how to conduct effective market research in a changing world.

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Event Manager

Event Managers plan and execute events such as conferences, trade shows, and product launches. They work with vendors, speakers, and attendees to create a successful event. This course provides a foundation in event management principles and methods, including event planning, event budgeting, and event marketing. It also covers the impact of digital technologies on event management and how to develop effective event management strategies in a changing world.

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Marketing Analyst

Marketing Analysts use data to analyze marketing campaigns and make recommendations for improvement. They track key performance indicators (KPIs) and use data visualization tools to present their findings. This course provides a foundation in marketing analytics principles and methods, including data analysis, data visualization, and marketing ROI (return on investment). It also covers the impact of digital technologies on marketing analytics and how to conduct effective marketing analytics in a changing world.

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Advertising Manager

Advertising Managers plan and execute advertising campaigns across a variety of media channels. They develop creative concepts, negotiate media buys, and track campaign performance. This course provides a foundation in advertising principles and methods, including creative development, media planning, and advertising measurement. It also covers the impact of digital technologies on advertising and how to develop effective advertising campaigns in a changing world.

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Public relations manager

Public Relations Managers build and maintain relationships with the media to generate positive publicity for companies. They develop and execute public relations campaigns, manage media inquiries, and monitor media coverage. This course provides a foundation in public relations principles and methods, including media relations, crisis communication, and public relations measurement. It also covers the impact of digital technologies on public relations and how to develop effective public relations campaigns in a changing world.

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Sales Manager

Sales Managers lead and motivate sales teams to achieve sales goals. They develop sales strategies, manage sales pipelines, and close deals. This course provides a foundation in sales management principles and methods, including sales strategy, sales management, and customer relationship management. It also covers the impact of digital technologies on sales management and how to develop effective sales management strategies in a changing world.

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Customer Relationship Manager (CRM)

Customer Relationship Managers (CRMs) build and maintain relationships with customers to increase customer satisfaction and loyalty. They use data analysis to identify customer needs and develop strategies to meet those needs. This course provides a foundation in CRM principles and strategies, including customer segmentation, customer retention, and customer loyalty. It also covers the impact of digital technologies on CRM and how to develop effective CRM strategies in a changing world.

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Product Manager

Product Managers develop and manage products from concept to launch. They work with cross-functional teams to define product requirements, develop product roadmaps, and launch new products. This course provides a foundation in product management principles and methods, including product development, product launch, and product lifecycle management. It also covers the impact of digital technologies on product management and how to develop effective product management strategies in a changing world.

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Business Development Manager

Business Development Managers identify and develop new business opportunities for companies. They work with potential customers to build relationships and close deals. This course provides a foundation in business development principles and methods, including lead generation, lead qualification, and proposal writing. It also covers the impact of digital technologies on business development and how to develop effective business development strategies in a changing world.

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