About this Course

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Shareable Certificate

Earn a Certificate upon completion

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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 9 hours to complete

Chinese (Simplified)

Subtitles: Chinese (Simplified), English, Spanish, Turkish

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 9 hours to complete

Chinese (Simplified)

Subtitles: Chinese (Simplified), English, Spanish, Turkish

Offered by

University of Pennsylvania logo

University of Pennsylvania

Syllabus - What you will learn from this course

Week
1

Week 1

2 hours to complete

(第 1 周)品牌塑造:市场营销战略和品牌定位

2 hours to complete
7 videos (Total 80 min), 3 readings, 1 quiz
7 videos
(1-b)市场营销基础课程:树立强势品牌第二部分 (4:10)4m
(2-a) 战略市场营销 (11:39)11m
(3) 市场细分和定位 (12:45)12m
(4) 品牌定位 (12:48)12m
(5) 品牌宣言:电梯简报 (9:41)9m
(6) 体验式品牌塑造 (13:24)13m
3 readings
课程大纲10m
常见问题解答10m
阅读材料(可选)10m
1 practice exercise
测验 130m
Week
2

Week 2

2 hours to complete

(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

2 hours to complete
9 videos (Total 81 min)
9 videos
(2) 产品中心化方法的缺陷 (9:49)9m
(3) 以数据为依托的业务模式 (4:26)4m
(4) 为直销喝彩三声 (3:51)3m
(5) 哪家公司采用客户中心化方法? (12:11)12m
(6) 什么是客户中心化? (11:28)11m
(7) 生活在客户中心化世界里 (14:48)14m
(8) 对客户中心化的更多反思 (3:21)3m
(9) 与客户中心化相关的问题 (6:00)6m
1 practice exercise
测验 230m
Week
3

Week 3

2 hours to complete

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

2 hours to complete
12 videos (Total 113 min)
12 videos
(2) 线上/线下竞争 (4:51)4m
(3) 难题 (4:39)4m
(4) “长尾”第一部分 (10:58)10m
(5) “长尾”第二部分 (9:55)9m
(6) 偏好分离 (14:36)14m
(7) 互联网销售创业公司的成长 (12:23)12m
(8) 客户和数字营销 (9:49)9m
(9) 影响力和信息传播方式 (11:02)11m
(10) 价格战略 1:简介 (11:14)11m
(11) 价格战略 2 - 客户因素 (12:29)12m
(12) 7ms (9:08)9m
1 practice exercise
测验 330m
Week
4

Week 4

2 hours to complete

(第 4 周)品牌塑造:有效的品牌沟通战略和重新定位战略

2 hours to complete
6 videos (Total 87 min)
6 videos
(2) 品牌要素:选择品牌名称 (19:57)19m
(3) 品牌要素:颜色和宣传词 (11:41)11m
(4) 品牌要素:包装 (10:09)10m
(5) 品牌要素:说服力 (13:59)13m
(6) 品牌重新定位 (18:58)18m
1 practice exercise
期末考试30m

About the 商务基础 (中文版) Specialization

学习者需要选择一个(由华为公司提供的)实战商业机会,或者自己工作中的例子,仔细地评估,并清晰地表述给同学、沃顿教职员以及相关行业合作伙伴高管。 学习目标: 分析一个现实商业机会的收益与风险 提出一套如何利用这个商机的策略 准确并清晰地与他人交流你的分析和方案。学习者需要提供一个战略计划,以幻灯片或者视频的形式,展示针对这个商机的”市场进入”战略。 学习者需要明确商机的意义,分析其主要收益和风险,并提供一个“市场进入”方案,包含以下关键方面: 市场营销:针对新的产品,设计一个以消费者中心的传播/市场营销计划。 金融/财务:针对可行的项目,设计一个金融模型(比如净现金流模型),包含对成本和收益的预测。 运营管理:针对新项目,构建一个生产以及(或者)服务计划。...
商务基础 (中文版)

Frequently Asked Questions

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  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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