Informações sobre o curso
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課程將協助學員熟悉行銷及顧客關係管理的基本概念,並透過介紹行銷策略 (STP) ,了解品牌管理的應用及實務。 並分析數位時代之下消費市場的五大現象,以及這些新興消費現象對行銷策略及品牌管理的影響。...
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Sugerido: 3 hours/week

Aprox. 22 horas restantes
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Legendas: Chinese (Traditional)
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Beginner Level

Nível iniciante

Clock

Sugerido: 3 hours/week

Aprox. 22 horas restantes
Comment Dots

Chinese (Traditional)

Legendas: Chinese (Traditional)

Programa - O que você aprenderá com este curso

1

Seção
Clock
2 horas para concluir

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。...
Reading
6 vídeos (Total de 61 min), 3 leituras, 1 teste
Video6 videos
課程簡介、課程大綱(1-1-1)7min
行銷的意義(1-1-2)15min
企業的價值傳達(1-1-3)11min
行銷的核心概念 (1-2-1)5min
企業經營導向 (1-2-2)19min
Reading3 leituras
NTU MOOC 課程問題詢問與回報機制1min
邀請您花 4 mins 寫下你對這堂課的看法(Pre-Survey)10min
【製作團隊】10min
Quiz1 exercício prático
練習題6min

2

Seção
Clock
3 horas para concluir

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。...
Reading
7 vídeos (Total de 64 min), 1 teste
Video7 videos
市場驅動及驅動市場 II (1-3-2)10min
市場驅動及驅動市場 III (1-3-3)7min
典範移轉 (1-4-1)8min
價值的演化 (1-4-2)6min
改變消費現象的五股力量 I (1-5-1)10min
改變消費現象的五股力量 II (1-5-2)8min

3

Seção
Clock
1 hora para concluir

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。...
Reading
7 vídeos (Total de 69 min)
Video7 videos
市場區隔變數 II (2-1-2)12min
市場區隔變數 II(2-1-3)10min
市場變數評估(2-1-4)6min
選擇目標市場 (2-1-5)11min
市場定位(2-2-1)10min
平手點與差異點 (2-2-2)12min

4

Seção
Clock
3 horas para concluir

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。...
Reading
6 vídeos (Total de 67 min), 1 teste
Video6 videos
品牌定位圖 (2-2-4)13min
影響 STP 的力量-創造新市場(2-3-1)11min
影響 STP的力量-新市場的挑戰(2-3-2)12min
影響 STP的力量-遇見未來移動產業(2-4-1)7min
影響 STP的力量-忽略重要的洞察(2-4-2)14min

Instrutores

謝明慧

教授(Professor)
管理學院國際企業學系(Department of International Business)

Sobre National Taiwan University

We firmly believe that open access to learning is a powerful socioeconomic equalizer. NTU is especially delighted to join other world-class universities on Coursera and to offer quality university courses to the Chinese-speaking population. We hope to transform the rich rewards of learning from a limited commodity to an experience available to all. More courses information, the official Facebook Page: https://www.facebook.com/ntumooc2017/...

Perguntas Frequentes – FAQ

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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