Enroll Course: https://www.coursera.org/learn/taiwan-marketing-stp-crm
In today’s rapidly evolving business landscape, staying ahead in marketing requires a deep understanding of current trends and a willingness to adapt. Coursera’s “Marketing in a Changing World” (行銷典範轉移: 變動中的消費世界) course offers a comprehensive dive into the fundamental concepts of marketing and customer relationship management, making it an invaluable resource for anyone looking to master modern marketing strategies.
The course begins by laying a strong foundation in the essence of marketing and how its paradigms have shifted over the decades. It expertly navigates the impact of the internet on consumer markets, highlighting five key phenomena that are reshaping how businesses connect with their customers. This foundational knowledge is crucial for understanding the subsequent modules.
A significant portion of the course is dedicated to marketing strategy, particularly the STP (Segmentation, Targeting, Positioning) framework. The instructors effectively break down market segmentation, target market selection, and positioning, explaining concepts like points of parity and points of difference. The influence of new forces on marketing strategy is also thoroughly analyzed, providing actionable insights for developing effective campaigns.
Brand management is another core area covered in depth. The course explores what it means to “brand,” the essential elements of a strong brand, and how brands convey meaning. It delves into the calculation of brand value and the paradigm shifts within brand management, offering a clear perspective on how the changing world impacts brand perception and loyalty.
Finally, the course tackles customer relationship management (CRM) in the context of today’s complex consumer environment. It covers crucial aspects like customer assets, retention and acquisition, and enhancing customer satisfaction. The challenges of database marketing, the rise of the fan economy, and the future of customer engagement are also discussed, providing a holistic view of building and maintaining lasting customer relationships.
Overall, “Marketing in a Changing World” is an exceptionally well-structured and informative course. The explanations are clear, and the content is highly relevant to contemporary marketing challenges. Whether you’re a student, a marketing professional, or a business owner, this course provides the knowledge and tools necessary to thrive in the dynamic world of marketing. I highly recommend it.
Enroll Course: https://www.coursera.org/learn/taiwan-marketing-stp-crm