行銷典範轉移: 變動中的消費世界 (Marketing in a changing world)

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行銷典範轉移: 變動中的消費世界 (Marketing in a changing world)

Instructor: 謝明慧

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8 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

8 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Details to know

Shareable certificate

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Assessments

3 assignments¹

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Taught in Chinese (Traditional)

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There are 8 modules in this course

課程將協助學員熟悉行銷及顧客關係管理的基本概念，並透過介紹行銷策略 (STP) ，了解品牌管理的應用及實務。

第一講分為上下兩部分，上半部分主要介紹行銷的基本概念與原理。下半部分討論行銷驅動及驅動市場，另外，行銷典範在過去幾十年來的移轉，以及當前互聯網興起的變動環境下，改變消費市場的五種力量。

What's included

6 videos2 readings1 assignment1 discussion prompt

6 videosTotal 61 minutes

課程宣傳影片2 minutes
課程簡介、課程大綱(1-1-1)7 minutes
行銷的意義（1-1-2）15 minutes
企業的價值傳達（1-1-3）11 minutes
行銷的核心概念 (1-2-1)5 minutes
企業經營導向 (1-2-2)19 minutes

2 readingsTotal 2 minutes

NTU MOOC 課程問題詢問與回報機制1 minute
【製作團隊】1 minute

1 assignmentTotal 15 minutes

練習題15 minutes

1 discussion promptTotal 5 minutes

那些品牌（如廣告、服務）打動過你？5 minutes

What's included

7 videos1 peer review1 discussion prompt

7 videosTotal 64 minutes

市場驅動及驅動市場 I (1-3-1)10 minutes
市場驅動及驅動市場 II (1-3-2)11 minutes
市場驅動及驅動市場 III (1-3-3)8 minutes
典範移轉 (1-4-1)9 minutes
價值的演化 (1-4-2)7 minutes
改變消費現象的五股力量 I (1-5-1)11 minutes
改變消費現象的五股力量 II (1-5-2)9 minutes

1 peer reviewTotal 120 minutes

正在消失（興旺）的產品120 minutes

1 discussion promptTotal 5 minutes

你和父母的消費行為有什麼不一樣？5 minutes

第二講主要介紹行銷策略中，如何進行市場區隔、目標市場選擇以及市場定位。上部分主要涵蓋市場區隔，也將會介紹平手點與差異點的概念。在下部分中，將會討論市場定位，新力量對行銷策略的影響等主題。

What's included

7 videos

第二講主要介紹行銷策略中，如何進行市場區隔、目標市場選擇以及市場定位。上部分主要涵蓋市場區隔，也將會介紹平手點與差一點的概念。在下部分中，將會討論市場定位，新力量對行銷策略的影響等主題。

What's included

6 videos1 peer review1 discussion prompt

6 videosTotal 67 minutes

動態的競爭範疇 (2-2-3)7 minutes
品牌定位圖 (2-2-4)14 minutes
影響 STP 的力量-創造新市場（2-3-1）12 minutes
影響 STP的力量-新市場的挑戰（2-3-2）13 minutes
影響 STP的力量-遇見未來移動產業（2-4-1）7 minutes
影響 STP的力量-忽略重要的洞察（2-4-2）14 minutes

1 peer reviewTotal 120 minutes

品牌定位圖120 minutes

1 discussion promptTotal 5 minutes

你見過那些定位獨特的公司/品牌？5 minutes

在本講中，將會介紹與品牌有關的概念，以及當前的消費世界是如何影響品牌的。本講上部分包括如何進行“品牌化”、品牌的元素、品牌如何承載意義等概念。下部分將介紹品牌價值的計算、品牌的典範移轉，以及變動世界對品牌的影響因素。

What's included

8 videos1 assignment1 discussion prompt

8 videosTotal 77 minutes

本講概覽 (3-1-1)4 minutes
品牌的組成 (3-1-2)8 minutes
愛屋及烏，借力使力 (3-1-3)12 minutes
怎麼選擇品牌元素 (3-1-4)12 minutes
醉過方知酒濃，失去才知珍惜 (3-1-5)8 minutes
建立品牌的意義 (3-2-1)8 minutes
賦有文化意義的品牌 (3-2-2)13 minutes
品牌互動與品牌共鳴 (3-2-3)11 minutes

1 assignmentTotal 15 minutes

小測驗15 minutes

1 discussion promptTotal 5 minutes

品牌說故事5 minutes

What's included

7 videos1 peer review1 discussion prompt

7 videosTotal 73 minutes

品牌資產 (3-3-1)12 minutes
品牌價值 (3-3-2)10 minutes
行銷典範移轉 (3-3-3)11 minutes
吃大鯨魚的小蝦米與天時地利的情境品牌 (3-4-1)10 minutes
超乎你想像的庶人能量 (3-4-2)12 minutes
直播:個人品牌的舞台 (3-4-3)13 minutes
建立品牌的指揮家:行銷長 (3-4-4)5 minutes

1 peer reviewTotal 120 minutes

產品的文化意義120 minutes

1 discussion promptTotal 5 minutes

諾基亞品牌的未來5 minutes

本課程的最後一講討論顧客關係管理的有關內容以及變動世界是如何使得當前的顧客關係管理變得複雜。其中上部分介紹有關顧客資產、顧客保留與獲取、以及如何提高顧客滿意度。下部分介紹資料庫行銷的挑戰、粉絲經濟與顧客價值創造、未來的顧客面貌以及變動世界的力量如何影響顧客關係管理的實施。

What's included

5 videos1 assignment

What's included

5 videos1 peer review1 discussion prompt

5 videosTotal 61 minutes

資料庫行銷的挑戰 Ⅰ（4-3-1）13 minutes
資料庫行銷的挑戰 Ⅱ（4-3-2）8 minutes
顧客參與與價值共創 Ⅰ （4-3-3）11 minutes
顧客參與與價值共創 II (4-4-1)14 minutes
變動中的消費世界中的顧客關係管理（4-4-2）15 minutes

1 peer reviewTotal 120 minutes

四階段行銷，從吸客到留客120 minutes

1 discussion promptTotal 10 minutes

顧客欣喜10 minutes

Instructor

謝明慧

National Taiwan University

1 Course11,011 learners

Offered by

National Taiwan University

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