Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions.
Ce cours fait partie de la Spécialisation Foundations of Management
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Approx. 10 heures pour terminer
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Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 3 sur 5 dans le
Approx. 10 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Allemand, Russe, Anglais, Espagnol
Offert par
IESE Business School
For over fifty years, IESE, the graduate business school of the University of Navarra, has been at the forefront of management education, developing and inspiring business leaders who strive to make a deep, positive and lasting impact on the people, companies and society they serve.
Programme du cours : ce que vous apprendrez dans ce cours
2 heures pour terminer
Course Overview & Week 1
Welcome! Before you start today's videos, please have a look at the syllabus. In this first session, I'll give you an overview of what marketing is all about and why it's key to communicating a company’s value proposition. You’ll also get a grasp of marketing essentials, particularly how to frame challenges and what to think about when making decisions. Objectives: To gain insight into the basic pillars of marketing.
2 heures pour terminer
16 vidéos (Total 78 min), 4 lectures, 1 quiz
2 heures pour terminer
Week 2: Product, Pricing & Channel Design
It’s hard to remember what the world was like before iPods, iPhones and iPads. But when Apple released the first iPod in 2001, it was not an automatic blockbuster. The product was great, but it took a lot of marketing savvy to set it on it’s successful path. All companies – whether selling electronics, gastronomic experiences, or credit cards – need to worry about making product, pricing and channel decisions. In this second session, we will explore what a product really is, how to estimate its demand and manage it. In addition, we’ll discuss the fundamentals of pricing, channel design and channel management. Objective: To gain an understanding of what a product really is, how to manage pricing and make decisions about channels.
2 heures pour terminer
17 vidéos (Total 80 min), 3 lectures, 1 quiz
2 heures pour terminer
Week 3: Building Strong Brands
Strong brands make a great impact on individuals and society; they are key to communicating value and getting the word out about a product or service. In this session we will explore the importance of brands as assets and branding in general. We will define the concept of brand equity and the essence of managing brands for value. Objective: To understand how branding contributes to a company’s value and how to go about developing a strong brand.
2 heures pour terminer
13 vidéos (Total 55 min), 2 lectures, 1 quiz
3 heures pour terminer
Week 4: Communication Strategy
Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.
3 heures pour terminer
11 vidéos (Total 47 min), 1 lecture, 2 quiz
Avis
Meilleurs avis pour MARKETING: CUSTOMER NEEDS AND WANTS
par RT1 mai 2017
Good understanding of methods to know what customer think and how they think. Useful for anyone doing market related activities. No indepth background needed to get into this course.
par AT13 avr. 2020
This course helped me understand the in-depth concepts that I have just learned on the job. My main output from this course is a step-by-step analysis of a marketing strategy.
par MP2 sept. 2021
Very good and useful course in terms of marketing and customer demand and wants. Discuss various types of marketing strategy, which are very helpful.
par S12 sept. 2020
I have learned a lot. Thanks to coursera, I have got the opportunity to have access to the knowledge shared by IESE. THANK YOU !!
À propos du Spécialisation Foundations of Management
Good management is equal parts knowing and doing. No matter what industry you work in or where you are in your career, a basic understanding of financial, marketing and decision-making principles and other management fundamentals will help you achieve your professional goals - be it getting promoted in your current job, getting ready for a MBA program, or starting your own company.
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