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.
Este curso forma parte de Programa especializado: Foundations of Management
22.031 ya inscrito
ofrecido por
Programa especializado: Foundations of ManagementIESE Business SchoolAcerca de este Curso
13.060 vistas recientes
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 3 de 5 en
Aprox. 10 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish), Persa
¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?
Prueba Coursera para negociosFechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 3 de 5 en
Aprox. 10 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish), Persa
¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?
Prueba Coursera para negocios
ofrecido por
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.
Programa - Qué aprenderás en este curso
2 horas para completar
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 horas para completar
16 videos (Total 78 minutos), 4 lecturas, 1 cuestionario
2 horas para completar
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 horas para completar
17 videos (Total 80 minutos), 3 lecturas, 1 cuestionario
2 horas para completar
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 horas para completar
13 videos (Total 55 minutos), 2 lecturas, 1 cuestionario
3 horas para completar
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 horas para completar
11 videos (Total 47 minutos), 1 lectura, 2 cuestionarios
Reseñas
- 5 stars65,16 %
- 4 stars21,09 %
- 3 stars8,29 %
- 2 stars3,08 %
- 1 star2,36 %
Principales reseñas sobre MARKETING: CUSTOMER NEEDS AND WANTS
por S12 de sep. de 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 !!
por RT1 de may. de 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.
por CS19 de oct. de 2020
Great course. This was an excellent opportunity to learn about marketing and how it helps the companies to be more successful.
por MP2 de sep. de 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.
Acerca de Programa especializado: 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.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
¿Qué recibiré si me suscribo a este Programa especializado?
¿Hay ayuda económica disponible?
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
