Watch: Introduction to Institutional Marketing Part 1

This week introduces institutional marketing, one of two marketing perspectives that is used to aggressively compete for audience attention and loyalty. Institutional marketing is the creative use of organizational assets to create spikes in awareness, energy, and enthusiasm around an organization, beginning with the presentation of transformational art itself and continuing through activities that heighten awareness about the people, process, and other institutional assets behind that art. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of institutional marketing to your organization using the planning activity provided.


關於 Coursera

Courses, Specializations, and Online Degrees taught by top instructors from the world's best universities and educational institutions.

Join a community of 40 million learners from around the world
Earn a skill-based course certificate to apply your knowledge
Gain confidence in your skills and further your career