市场营销概论 (中文版）

University of Pennsylvania via Coursera

Go to Course: https://www.coursera.org/learn/wharton-shichang-ying-xiao

Introduction

### Course Review: 市场营销概论 (中文版) #### Overview The course "市场营销概论" (Introduction to Marketing) on Coursera provides an insightful exploration into the fundamentals of marketing, particularly emphasizing customer decision-making processes and brand strategy. The curriculum is structured to offer participants a comprehensive understanding of essential marketing concepts such as brand positioning, customer-centric strategies, and market entry tactics. Upon completion, learners will be equipped with the skills necessary to face real-world business challenges, making this course a vital part of the Wharton School's Business Foundations Specialization. #### Syllabus Breakdown **Week 1: Brand Building - Marketing Strategy and Brand Positioning** Led by Professor Kahn, this introductory module dives into the critical aspects of marketing strategy, focusing on how to effectively position a brand within the market. Participants will learn about brand identity and the strategic importance of accurately conveying the value proposition to target audiences. Engaging in forum discussions is encouraged, as it will enhance the overall learning experience. **Week 2: Customer-Centricity - Limitations of Product-Centric Thinking** In the second week, Professor Peter Fader takes the helm to discuss the shift to customer-centric marketing strategies. This module highlights the importance of understanding and responding to customer behavior as a strategic advantage in today's fast-paced market. Fader's insights, complemented by his active social media presence, encourage learners to explore customer-centric concepts further. **Week 3: Market Entry Strategies - Online/Offline Interactions** Professor David Bell leads the third week, focusing on the diverse approaches companies can take to engage customers across various platforms. The content emphasizes the concept of "go-to-market" strategies, exploring how to identify lead users and enhance influence through both online and offline channels. Bell’s rich experience with startups brings practical insights into the theoretical concepts discussed. **Week 4: Brand Communication Strategies - Effective Messaging and Repositioning** Returning to Professor Kahn's module, learners will delve into effective brand communication strategies and the intricacies of brand repositioning. Understanding how consumers interpret brand messages is vital to influence their behavior. This module culminates in a deep exploration of consumer behavior and the significance of conveying the right information effectively. #### Recommendation I highly recommend "市场营销概论" for anyone looking to deepen their understanding of marketing principles, especially those who are non-native Chinese speakers interested in gaining insights into marketing from a Chinese business perspective. This course not only offers valuable theoretical knowledge but also provides practical applications through engaging discussions and expert insights from seasoned professors. The course is well-suited for marketing professionals, entrepreneurs, and students who aspire to build a solid foundation in marketing strategies that can be applied across various industries. Completing this course will not only enhance your resume but also equip you with the skills necessary to navigate complex marketing challenges effectively. In conclusion, if you are seeking a comprehensive introduction to marketing with a focus on modern strategies and consumer insights, "市场营销概论 (中文版)" is a must-enroll course that promises to enrich your knowledge and skills in the field.

Syllabus

（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！

（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。

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。

（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。