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University of Pennsylvania

市场营销概论 (中文版)

Barbara E. Kahn
Peter Fader

Instructors: Barbara E. Kahn

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Gain insight into a topic and learn the fundamentals.
4.8

(235 reviews)

Beginner level
No prior experience required
8 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
4.8

(235 reviews)

Beginner level
No prior experience required
8 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace

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Assessments

4 assignments

Taught in Chinese (Simplified)

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This course is part of the 商务基础 (中文版) Specialization
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There are 4 modules in this course

Kahn 教授将在本课程中讲授两个与品牌有关的模块,他首先将向我们介绍第一个模块:市场策略和品牌定位。如果您希望浏览本课程基本情况,请阅读下方的课程大纲。或者阅读课程页面获得额外信息。此外,我们希望您积极参与论坛讨论,因为您的参与将提升课程的整体学习体验!

What's included

7 videos3 readings1 assignment

课程第2模块由Peter Fader教授授课,他会主要介绍与以客户为中心相关的概念。当前市场要求我们对客户行为做出快速反应,因此我们必须懂得如何关注正确的客户,从而获得战略优势。接下来几周内容将介绍以客户为中心的基础知识。如果您希望进一步了解Fader教授针对以客户为中心的观点,您可以关注他的Twitter账号(@faderp)。他常常会在Twitter上分享相关看法和读物。

What's included

9 videos1 assignment

David Bell 教授将从本周起为我们授课,我们也将开始学习第三个模块的内容!我们将转向“走向市场策略”这个重要主题。“走向市场”策略有着前所未有的多样化的选择,因为公司有机会通过多种平台吸引线上和线下的客户。Bell 教授曾经参与了几家激动人心创业公司的相关工作,他将以这些经验为例来讲解本周的教学内容。

What's included

12 videos1 assignment

Kahn 教授将在第四模块重返课程,讲授第二个品牌营销模块,该模块将介绍有效品牌传播和重新定位的策略。我们需要了解客户如何理解品牌所传递的信息,因为这是理解消费者行为的关键:消费者的理解将影响其行为,而且他们的理解并非是真相!在课程最后一个模块中,Kahn 教授将揭示消费者行为和理解品牌的秘密,探讨如何向消费者传播正确的信息,以及如何有效地影响消费者行为。

What's included

6 videos1 assignment

Instructors

Instructor ratings
5.0 (8 ratings)
Barbara E. Kahn
University of Pennsylvania
4 Courses434,452 learners

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