課程信息
4.4
171 個評分
39 個審閱

第 3 門課程(共 5 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為15 小時

建議:4 weeks of study, 1-3 hours/week...

英語(English)

字幕:英語(English), 越南語

第 3 門課程(共 5 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為15 小時

建議:4 weeks of study, 1-3 hours/week...

英語(English)

字幕:英語(English), 越南語

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 2 小時

Course Overview & Week 1

Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing. ...
16 個視頻 (總計 78 分鐘), 4 個閱讀材料, 1 個測驗
16 個視頻
1.- Course Outline2分鐘
2.- Week 1 Overview3分鐘
3.- Framing Marketing Challenges, Part 14分鐘
4.- Framing Marketing Challenges, Part 26分鐘
5.- The Marketing Process, Part 16分鐘
6.- The Marketing Process, Part 24分鐘
7.- Segmentation, Part 14分鐘
8.- Segmentation, Part 23分鐘
9.- Segmentation Part 35分鐘
10.- Segmentation Part 42分鐘
11.- Marketing Research, Part 17分鐘
12.- Marketing Research, Part 25分鐘
13.- Marketing Research, Part 34分鐘
14.- Targeting and Positioning, Part 16分鐘
15.- Targeting and Positioning, Part 25分鐘
4 個閱讀材料
Syllabus10分鐘
About Week 110分鐘
Required Reading10分鐘
Week 1 Quiz Solutions Key10分鐘
1 個練習
Week 118分鐘
2
完成時間為 2 小時

Week 2: Product, Pricing & Channel Design

It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels. ...
17 個視頻 (總計 80 分鐘), 3 個閱讀材料, 1 個測驗
17 個視頻
2.- Product Definition, Part 17分鐘
3.- Product Definition, Part 23分鐘
4.- Estimating Product Demand, Part 14分鐘
5.- Estimating Product Demand, Part 24分鐘
6.- Managing Products, Part 13分鐘
7.- Managing Products, Part 25分鐘
8.- Managing Products, Part 33分鐘
9.- Pricing Fundamentals, Part 15分鐘
10.- Pricing Fundamentals, Part 24分鐘
11.- Pricing Fundamentals, Part 33分鐘
12.- Pricing Fundamentals, Part 45分鐘
13.- Pricing Fundamentals, Part 54分鐘
14.- Channel Design, Part 14分鐘
15.- Channel Design, Part 27分鐘
16.- Channel Management7分鐘
17.- Week 2 Recap1分鐘
3 個閱讀材料
About Week 210分鐘
Required Reading10分鐘
Week 2 Quiz Solution Key10分鐘
1 個練習
Week 216分鐘
3
完成時間為 2 小時

Week 3: Building Strong Brands

Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand. ...
13 個視頻 (總計 55 分鐘), 2 個閱讀材料, 1 個測驗
13 個視頻
2.- Defining Brands4分鐘
3.- What Things Can Be Branded?4分鐘
4.- Why Are Brands Important?, Part 14分鐘
5.- Why Are Brands Important?, Part 23分鐘
6.- The Value of a Brand, Part 14分鐘
7.- The Value of a Brand, Part 26分鐘
8.- Brand Equity5分鐘
9.- The Branding Process, Part 16分鐘
10.- The Branding Process, Part 23分鐘
11.- Brand Extensions, Part 14分鐘
12.- Brand Extensions, Part 26分鐘
13.- Week 3 Recap53
2 個閱讀材料
About Week 310分鐘
Week 3 Quiz Solution Key10分鐘
1 個練習
Week 316分鐘
4
完成時間為 3 小時

Week 4: Communication Strategy

Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy. ...
11 個視頻 (總計 47 分鐘), 1 個閱讀材料, 2 個測驗
11 個視頻
2.- Communications Framework1分鐘
3.- Mission And Market7分鐘
4.- Map The Decision Making Process, Part 16分鐘
5.- Map The Decision Making Process, Part 24分鐘
6.- Message and Content4分鐘
7.- Media, Part 14分鐘
8.- Media, Part 26分鐘
9.- Measurement5分鐘
10.- Week 4 Recap1分鐘
Conclusion to the Course1分鐘
1 個閱讀材料
About Week 410分鐘
1 個練習
Week 4 - Part 114分鐘
4.4
39 個審閱Chevron Right

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完成這些課程後已開始新的職業生涯

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通過此課程獲得實實在在的工作福利

50%

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熱門審閱

創建者 RTMay 2nd 2017

Good understanding of methods to know what customer think and how they think.\n\nUseful for anyone doing market related activities. No indepth background needed to get into this course.

創建者 DSDec 28th 2018

It is good course for any Marketing fresher who want to know more about practical things in current market.

講師

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Mario Capizzani

Lecturer
Marketing

關於 西班牙IESE商学院

For over fifty years, IESE, the graduate business school of the University of Navarra, has been at the forefront of management education, developing and inspiring business leaders who strive to make a deep, positive and lasting impact on the people, companies and society they serve....

關於 Foundations of Management 專項課程

Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of financial, marketing and decision-making principles and other management fundamentals will help you achieve your professional goals - be it getting promoted in your current job, getting ready for a MBA program, or starting your own company. This Specialization will give you a comprehensive introduction to the practice of management through the lens of four key disciplines: accounting, finance, marketing, and organizational behavior. In each course, you'll analyze real business cases from these four perspectives. In the final Capstone Project, you’ll apply what you’ve learned to develop a holistic solution to a real-world business dilemma. This Specialization will provide you with the skill set needed to help achieve the next step in your career....
Foundations of Management

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