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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。
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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
（第 2 周）客户中心化：产品中心化思想的局限性；客户中心化的机会和挑战
课程第2模块由Peter Fader教授授课，他会主要介绍与以客户为中心相关的概念。当前市场要求我们对客户行为做出快速反应，因此我们必须懂得如何关注正确的客户，从而获得战略优势。接下来几周内容将介绍以客户为中心的基础知识。如果您希望进一步了解Fader教授针对以客户为中心的观点，您可以关注他的Twitter账号（@faderp）。他常常会在Twitter上分享相关看法和读物。
第 3 周）市场进入战略：线上/线下互动；如何找出领先用户并增强影响力和传染效应
David Bell 教授将从本周起为我们授课，我们也将开始学习第三个模块的内容！我们将转向“走向市场策略”这个重要主题。“走向市场”策略有着前所未有的多样化的选择，因为公司有机会通过多种平台吸引线上和线下的客户。Bell 教授曾经参与了几家激动人心创业公司的相关工作，他将以这些经验为例来讲解本周的教学内容。
（第 4 周）品牌塑造：有效的品牌沟通战略和重新定位战略
Kahn 教授将在第四模块重返课程，讲授第二个品牌营销模块，该模块将介绍有效品牌传播和重新定位的策略。我们需要了解客户如何理解品牌所传递的信息，因为这是理解消费者行为的关键：消费者的理解将影响其行为，而且他们的理解并非是真相！在课程最后一个模块中，Kahn 教授将揭示消费者行为和理解品牌的秘密，探讨如何向消费者传播正确的信息，以及如何有效地影响消费者行为。
Good to know
Good to know
Know what's good ,
what to watch for , 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
Save 市场营销概论 (中文版） to your list so you can find it easily later:
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Reviews summary
Informative marketing fundamentals
Based on 1 review, the course is universally praised. Content is highly informative and helpful for those in marketing or business.
Course is very informative.
"Acquired so much knowledge ... can use in my career."
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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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）
Good to know
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
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