About this course: 通过探究客户决策根源，学习市场营销基础知识。主要课题包括品牌塑造战略（例如，品牌定位、品牌传播）、客户中心化市场营销战略，以及新市场开拓（例如，渠道战略、市场营销规划）。成功完成本课程后，您可以运用所学技能处理现实商务挑战，这也是沃顿商学院商务基础专项课程的组成部分。
Created by: University of Pennsylvania
Taught by: Barbara E. Kahn, Professor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School
Taught by: Peter Fader, Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
Taught by: David Bell, Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing
| Basic Info |
Course 1 of 5 in the
商务基础 (中文版) Specialization.
|
| Level | Beginner |
| Commitment | 4 weeks of study, 4-6 hours a week |
| Language | Chinese (Simplified), Subtitles: English, Spanish |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
（第 1 周）品牌塑造：市场营销战略和品牌定位
Kahn 教授将在本课程中讲授两个与品牌有关的模块，他首先将像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！
7 videos, 3 readings
Graded: 测验 1
WEEK 2
（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
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。
9 videos
Graded: 测验 2
WEEK 3
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
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。
12 videos
Graded: 测验 3
WEEK 4
（第 4 周）品牌塑造：有效的品牌沟通战略和重新定位战略
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。
6 videos
Graded: 期末考试
FAQs
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University of Pennsylvania
The University of Pennsylvania (commonly referred to as Penn) is a private university, located in Philadelphia, Pennsylvania, United States. A member of the Ivy League, Penn is the fourth-oldest institution of higher education in the United States, and considers itself to be the first university in the United States with both undergraduate and graduate studies.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
能否修改标题中的中文版括号格式，左右格式不统一 (中文版） 左侧为英文格式下的括号，右侧为中文格式下的括号
Wonderful Course, I love it;
Professional Teachers, I like them;
i will keep learning!my next course is Corporate finance, hope i could pass and be certified.
Best Regards
Sophia
商业的基础。偏向于网络商业化
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齐
非常不错的课程，值得一看。