Coursera

市场营销概论 (中文版) (Coursera)

Offered by University of Pennsylvania,

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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沃顿商学院商务基础专项课程组成部分
在全球市场各大院校的市场营销学院中，沃顿商学院市场营销学院长期排名第一。该课程由沃顿商学院市场营销学院的三位顶尖教师执教，涵盖与客户忠诚度相关的三个核心课题：品牌塑造、客户中心化和实用的市场进入战略。
您将学习与以下课题相关的重要原理
品牌塑造：在新兴创业公司不断涌现的动态环境中，品牌资产是留住客户的重要因素之一。
客户中心化：不等同于客户服务，客户中心化基于以客户为关注焦点和收集客户需求信息。
市场进入战略：搞清楚左右客户决策的因素，了解如何在投资前实施这些因素。
作为沃顿商学院基础专项课程的一部分完成此课程，然后您将有机会开展毕业项目，以及为由沃顿商学院校友管理的公司（例如 Shazam 和 SnapDeal）或您自己的公司或单位面临的现实挑战开展战略分析和提出解决方案建议。训练有素的沃顿工作人员将对提交作业中得分最高的一些作业进行评估，Shazam 和 SnapDeal 的领导团队也将审阅学生为他们公司提出的得分最高的解决方案。

Course 1 of 5 in the 商务基础 (中文版) Specialization.

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