We may earn an affiliate commission when you visit our partners.
Barbara E. Kahn
and
Peter Fader
通过探究客户决策根源，学习市场营销基础知识。主要课题包括品牌塑造战略（例如，品牌定位、品牌传播）、客户中心化市场营销战略，以及新市场开拓（例如，渠道战略、市场营销规划）。成功完成本课程后，您可以运用所学技能处理现实商务挑战，这也是沃顿商学院商务基础专项课程的组成部分。
Register for this course and see more details by visiting:
OpenCourser.com/course/rcj6oh/Shi
Here's a deal for you
Save money when you learn with a deal that may be relevant to this course.
All coupon codes, vouchers, and discounts are applied automatically unless otherwise noted.
Get offer
What's inside
Syllabus
（第 1 周）品牌塑造：市场营销战略和品牌定位
Kahn 教授将在本课程中讲授两个与品牌有关的模块，他首先将向我们介绍第一个模块：市场策略和品牌定位。如果您希望浏览本课程基本情况，请阅读下方的课程大纲。或者阅读课程页面获得额外信息。此外，我们希望您积极参与论坛讨论，因为您的参与将提升课程的整体学习体验！
Read more
Syllabus
（第 1 周）品牌塑造：市场营销战略和品牌定位
Kahn 教授将在本课程中讲授两个与品牌有关的模块，他首先将向我们介绍第一个模块：市场策略和品牌定位。如果您希望浏览本课程基本情况，请阅读下方的课程大纲。或者阅读课程页面获得额外信息。此外，我们希望您积极参与论坛讨论，因为您的参与将提升课程的整体学习体验！
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Taught by Barbara E. Kahn, who is recognized for their work in marketing research
Taught by Peter Fader, who is recognized for their work in customer behavior
Teaches marketing fundamentals, which is standard in business and management
Develops skills in brand building and communication, which are core skills for marketing professionals
Examines customer-centric approaches, which is highly relevant to marketing strategy
Taught by instructors who have extensive experience in the field of marketing
Save this course
Create your own learning path.
Save this course to your list so you can find it easily later.
Save
Save
Reviews summary
市场营销基础理论入门
学员表示，这门课程是学习市场营销基础知识的优质入门。课程由沃顿商学院教授授课，他们专业知识渊博且讲解清晰。课程结构逻辑性强，涵盖了品牌塑造、客户中心化和市场进入策略等关键领域。许多学生认为课程内容实用，提供了有助于应对实际商业挑战的工具和框架。尽管一些没有背景的初学者觉得内容有挑战，而有经验的学习者可能觉得略显基础，但总体而言，这门课程因其高品质的教学和坚实的基础内容而受到广泛好评。中文版的提供也极大地提升了学习便利性。
对不同背景学员难度不同
"对于完全没有背景的我来说，有些概念还是需要花时间消化，感觉信息量大，进度有点快。"
"如果之前学过相关课程或有工作经验，可能会觉得内容比较基础，不够深入和前沿。"
"课程难度适中，但需要自己额外查找一些资料来辅助理解，特别是对理论的实际应用。"
"我觉得课程深度足够作为入门，但确实需要课后花时间巩固和练习。"
提供中文学习便利
"有中文版课程真是太好了，学习起来非常顺畅，没有语言障碍，大大提升了学习效率。"
"感谢提供高质量的中文翻译和本地化内容，让非英语母语者也能轻松学习顶尖课程。"
"能用母语学习沃顿的课程，非常难得且方便，内容质量和中文体验都很棒。"
内容对实际工作有启发
"课程中提到的一些策略和思考方式，对我在实际工作中有很大的帮助，很有启发性。"
"学到的很多概念和方法可以直接应用到商业实践中，非常实用。"
"这门课让我能更好地理解公司市场部的运作和决策，有助于职业发展。"
"尽管是概论，但提供了分析问题的框架，让我能应用到日常工作中。"
全面涵盖营销核心概念
"这门课为我提供了市场营销非常扎实的基础知识框架，是很好的入门。"
"课程内容涵盖了品牌、客户、渠道等基础模块，结构清晰，适合零基础。"
"是了解市场营销基本原理和概念的良好开端，让我对这个领域有了整体认识。"
"内容虽然是基础，但覆盖面广，让我对市场营销有了全局观。"
沃顿教授专业且清晰授课
"沃顿商学院的教授们非常专业，讲解引人入胜，能将复杂的概念讲得很清楚。"
"教授们对营销理论和实践有深刻见解，听他们的课受益匪浅。"
"老师讲课内容非常棒，案例也很生动，让我对理论有了更深的理解。"
"授课老师经验丰富，理论功底深厚，课程组织得很好。"
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 市场营销概论 (中文版） with these
activities:
观看在线视频教程
Show steps
通过观看在线视频教程，你可以补充课堂学习，加深对市场营销概念的理解。
Show steps
-
查找相关的在线视频教程
-
观看视频教程，做笔记
-
复习笔记，思考问题
参加学习小组
Show steps
与同学组建一个学习小组，定期讨论课程内容，解答问题，相互学习。
Show steps
-
寻找志同道合的同学组建学习小组
-
制定学习计划
-
定期开会讨论课程内容
-
互相帮助解答问题
回答练习题
Show steps
通过回答练习题，你可以巩固对所学概念的理解，提升解题能力。
Show steps
-
认真阅读练习题
-
独立思考，尝试解答问题
-
对照答案，分析错误
Show all three activities
观看在线视频教程
Show steps
通过观看在线视频教程，你可以补充课堂学习，加深对市场营销概念的理解。
Show steps
Show steps
Show steps
- 查找相关的在线视频教程
- 观看视频教程，做笔记
- 复习笔记，思考问题
参加学习小组
Show steps
与同学组建一个学习小组，定期讨论课程内容，解答问题，相互学习。
Show steps
Show steps
Show steps
- 寻找志同道合的同学组建学习小组
- 制定学习计划
- 定期开会讨论课程内容
- 互相帮助解答问题
回答练习题
Show steps
通过回答练习题，你可以巩固对所学概念的理解，提升解题能力。
Show steps
Show steps
Show steps
- 认真阅读练习题
- 独立思考，尝试解答问题
- 对照答案，分析错误
Show all three activities
Career center
Learners who complete 市场营销概论 (中文版） will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
Marketing Manager
A Marketing Manager can work on building a brand through image management and promotion. This course may help a Marketing Manager understand how to better perform these key tasks by covering topics such as brand positioning, market research, and advertising. A more in-depth understanding of branding can lead to a more effective marketing campaign.
Brand Manager
Brand Manager
A Brand Manager would benefit from the brand positioning and market research that this course offers. This course may help a Brand Manager better understand how to grow and maintain a brand, which can include managing marketing campaigns, developing brand strategies, and conducting market research.
Marketing Specialist
Marketing Specialist
The lessons in this course may help a Marketing Specialist better understand how to execute effective marketing strategies. This course covers market research, branding, and advertising. These topics can help a Marketing Specialist better grow their career.
Advertising Manager
Advertising Manager
This course can provide an Advertising Manager with a strong foundation in branding and market research, which could help to develop and execute successful advertising campaigns. It also covers topics like media planning and buying that are essential for Advertising Managers.
Market Researcher
Market Researcher
The lessons in this course may help a Market Researcher better understand how to conduct market research and analyze data. This course covers topics such as research design, data collection, and data analysis. These topics can help a Market Researcher better grow their career.
Product Manager
Product Manager
This course may be useful for a Product Manager as it covers topics such as customer segmentation, market research, and product positioning. These topics can help a Product Manager better understand how to bring a product to market and meet the needs of customers.
Marketing Analyst
Marketing Analyst
This course may be useful for a Marketing Analyst as it covers topics such as market research, data analysis, and forecasting. These topics can help a Marketing Analyst better understand how to collect and analyze data to inform marketing decisions.
Business Analyst
Business Analyst
This course may be useful for a Business Analyst as it covers topics such as market research, data analysis, and forecasting. These topics can help a Business Analyst better understand how to collect and analyze data to inform business decisions.
Consultant
Consultant
This course may be useful for a Consultant as it covers topics such as market research, business strategy, and financial analysis. These topics can help a Consultant better understand how to provide advice to clients on a variety of business issues.
Entrepreneur
Entrepreneur
This course may be useful for an Entrepreneur, as it covers topics such as market research, business planning, and marketing. These topics can help an Entrepreneur better understand how to start and grow a business.
Sales Manager
Sales Manager
This course covers topics such as market research, customer segmentation, and sales strategy. These topics can help a Sales Manager better understand how to develop and execute successful sales strategies.
Social Media Manager
Social Media Manager
This course may be useful for a Social Media Manager as it covers topics such as social media marketing, content creation, and community management. These topics can help a Social Media Manager better understand how to use social media to achieve marketing goals.
Professor
Professor
This course may be useful for a Professor as it covers topics such as market research, teaching methods, and curriculum development. These topics can help a Professor better understand how to teach marketing courses.
Writer
Writer
This course may be useful for a Writer as it covers topics such as marketing, communication, and storytelling. These topics can help a Writer better understand how to create marketing content that is effective and engaging.
Public relations manager
Public relations manager
This course may be useful for a Public Relations Manager as it covers topics such as media relations, crisis communication, and reputation management. These topics can help a Public Relations Manager better understand how to manage the public image of an organization.
For more career information including salaries, visit:
OpenCourser.com/course/rcj6oh/Shi
Reading list
We've selected 15 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
市场营销概论 (中文版）.
Save
Classic in the field of marketing and provides a comprehensive overview of the key concepts and theories. Over the years, this book has become a go-to resource for marketers and a widely-used textbook in university programs.
Practical guide to developing and implementing customer-centric marketing strategies. It provides a step-by-step framework for understanding your customers, creating relevant marketing campaigns, and measuring your results.
Provides a comprehensive overview of the key concepts and theories of brand strategy including market segmentation, brand positioning, and brand loyalty. This book provides illustrative case studies to help you understand how to develop and implement successful brand strategies.
Provides insights into why large companies often fail to innovate and provides a framework for understanding the challenges of disruptive innovation. This book is considered a must-read for anyone interested in innovation and entrepreneurship.
Provides practical advice on how to successfully launch new products and services. Its main idea is the concept of the "chasm" between early adopters and mainstream customers.
Save
Provides a simple framework for evaluating the quality of a strategy. This book is an essential guide for anyone who wants to improve their strategic thinking.
Practical guide to building a successful startup. This book provides a step-by-step framework for testing your ideas, validating your assumptions, and iterating your product.
Provides a contrarian view on innovation and entrepreneurship. It argues that the best way to succeed is to create something truly new, rather than copying existing ideas.
Save
Provides practical advice on how to get your startup off the ground. It covers topics such as customer acquisition, product development, and fundraising.
Provides honest advice on the challenges of running a startup. It covers topics such as hiring, firing, and fundraising.
Provides practical advice on how to be successful in both your personal and professional life. It covers topics such as goal setting, time management, and relationships.
Save
Provides a fascinating look at the hidden side of the economy. It uses data and statistics to reveal the unexpected relationships between seemingly unrelated things.
Provides a thought-provoking look at the role of uncertainty in our lives. It argues that we should be prepared for the unexpected and that we should not rely too heavily on predictions.
Provides a sweeping history of humanity from the Stone Age to the present day. It explores the major themes of human history, such as the rise of agriculture, the development of money, and the evolution of technology.
Explores the history of mass extinctions on Earth and the implications for the future. It wake-up call for the importance of protecting the environment and the species that inhabit it.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/rcj6oh/Shi
Share
Similar courses
Similar courses are unavailable at this time. Please try again later.
Effort
4 weeks of study, 4-6 hours a week
Level
Introductory
Via
Coursera
Institution
University of Pennsylvania
Instructors
Barbara E. Kahn
Peter Fader
Language
中文
Transcripts
English
Español
Türkçe
This course belongs to a
collection
called
商务基础 (中文版). It's comprised of five courses:
- 市场营销概论 (中文版） (viewing)
- 运营管理概论（中文版）
- 沃顿商务基础毕业项目 (中文版)
- 财务会计概论（中文版）
- 企业金融概论（中文版）
Our mission
OpenCourser helps millions of learners each year. People visit us to learn workspace skills, ace their exams, and nurture their curiosity.
Our extensive catalog contains over 50,000 courses and twice as many books. Browse by search, by topic, or even by career interests. We'll match you to the right resources quickly.
Find this site helpful? Tell a friend about us.
Affiliate disclosure
We're supported by our community of learners. When you purchase or subscribe to courses and programs or purchase books, we may earn a commission from our partners.
Your purchases help us maintain our catalog and keep our servers humming without ads.
Thank you for supporting OpenCourser.
© 2016 - 2025 OpenCourser