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

National Taiwan University via Coursera

Go to Course: https://www.coursera.org/learn/taiwan-marketing-stp-crm

Introduction

### Course Review and Recommendation: Marketing in a Changing World on Coursera #### Course Overview The course titled **行銷典範轉移: 變動中的消費世界** (Marketing in a Changing World) is a well-structured offering aimed at professionals and students eager to understand the evolving landscape of marketing and customer relationship management. This course tackles the fundamental concepts of marketing and provides insights into strategic marketing and brand management within the context of a digital era characterized by rapid changes in consumer behavior. #### Course Structure and Syllabus The syllabus is comprehensive and divided into key modules that progressively build upon each other. It covers: 1. **Essence and Paradigm Shift of Marketing (Part 1 & 2)** This module introduces the foundational principles of marketing and discusses the evolution of marketing paradigms over the decades, specifically in relation to the internet's influence on consumer markets. You will explore five significant forces that transform the consumer marketplace today. 2. **Marketing Strategy (Part 1 & 2)** Here, learners will delve into market segmentation, target market selection, and positioning. The first part focuses on segmenting the market, introducing concepts such as points of parity and differentiation. The second part discusses how emerging forces impact marketing strategies. 3. **Branding and Brand Value (Part 1 & 2)** This section elaborates on the concepts surrounding brands, their significance, and how the current consumer landscape affects branding. The modules address brand equity, paradigm shifts in branding, and the elements that contribute to a brand's meaning. 4. **Customer Relationship Management (CRM) (Part 1 & 2)** The final module centers on CRM and the complexities introduced by the modern marketplace. The first part discusses customer assets, retention, acquisition, and enhancing customer satisfaction. The second part addresses challenges in database marketing, the role of fan economy, and explores how these dynamics influence the implementation of CRM strategies. #### Course Features - **Expert Instructors**: The course is led by professionals with significant expertise in marketing and consumer behavior, ensuring that the content is not only informative but also relevant to current market scenarios. - **Flexibility**: As an online course on Coursera, it offers flexibility for learners to study at their own pace, making it suitable for working professionals as well as students. - **Engaging Content**: The course consists of video lectures, readings, and quizzes, which help to reinforce the material covered and engage different learning styles. #### Why Take This Course? - **Relevant Skills**: In an age where consumer preferences are continually shifting, understanding the nuances of marketing and consumer relations is pivotal for anyone looking to excel in this field. - **Strategic Insights**: With a focus on both theoretical and practical applications, this course equips you with strategic insights that can be readily applied to real-world marketing scenarios. - **Networking Opportunities**: Engaging with a diverse cohort of learners can provide opportunities for networking and sharing perspectives on marketing practices and consumer expectations. #### Recommendation I highly recommend **Marketing in a Changing World** for anyone interested in marketing, whether you are a novice, a student of business, or a seasoned professional. This course not only equips you with essential knowledge but also prepares you for the complexities of modern consumer relationships and brand management in a digital context. If you are looking to advance your understanding of marketing strategies and consumer behavior, this course is an excellent choice. Invest your time in this course, and you will emerge more informed and equipped to navigate the ever-evolving world of marketing!

Syllabus

行銷本質及典範轉移 （上）

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。

行銷本質及典範轉移 （下）

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。

行銷策略 （上）

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。

行銷策略 （下）

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。

品牌及品牌價值 （上）

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。

品牌及品牌價值 （下）

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。

顧客關係管理 （上）

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。

顧客關係管理 （下）

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。