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Marketing: Customer Needs and Wants
  • Level Foundation
  • المدة 10 ساعات hours
  • الطبع بواسطة IESE Business School
  • Offered by

عن

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. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy

الوحدات

Course Syllabus & Introduction to Marketing

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Introduction to the Course

2 Readings

  • Syllabus
  • Get help and meet other learners. Join your Community!

Week 1: Marketing Fundamentals

    • 15 Videos
    • 2 Readings
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15 Videos

  • 1.- Course Outline
  • 2.- Week 1 Overview
  • 3.- Framing Marketing Challenges, Part 1
  • 4.- Framing Marketing Challenges, Part 2
  • 5.- The Marketing Process, Part 1
  • 6.- The Marketing Process, Part 2
  • 7.- Segmentation, Part 1
  • 8.- Segmentation, Part 2
  • 9.- Segmentation Part 3
  • 10.- Segmentation Part 4
  • 11.- Marketing Research, Part 1
  • 12.- Marketing Research, Part 2
  • 13.- Marketing Research, Part 3
  • 14.- Targeting and Positioning, Part 1
  • 15.- Targeting and Positioning, Part 2

2 Readings

  • About Week 1
  • Required Reading

Quiz Week 1

    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Week 1

1 Readings

  • Week 1 Quiz Solutions Key

Product, Pricing & Channel Design

    • 17 Videos
    • 2 Readings
Show info about module content

17 Videos

  • 1.- Week 2 Intro
  • 2.- Product Definition, Part 1
  • 3.- Product Definition, Part 2
  • 4.- Estimating Product Demand, Part 1
  • 5.- Estimating Product Demand, Part 2
  • 6.- Managing Products, Part 1
  • 7.- Managing Products, Part 2
  • 8.- Managing Products, Part 3
  • 9.- Pricing Fundamentals, Part 1
  • 10.- Pricing Fundamentals, Part 2
  • 11.- Pricing Fundamentals, Part 3
  • 12.- Pricing Fundamentals, Part 4
  • 13.- Pricing Fundamentals, Part 5
  • 14.- Channel Design, Part 1
  • 15.- Channel Design, Part 2
  • 16.- Channel Management
  • 17.- Week 2 Recap

2 Readings

  • About Week 2
  • Required Reading

Quiz Week 2

    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Week 2

1 Readings

  • Week 2 Quiz Solution Key

Building Strong Brands

    • 13 Videos
    • 1 Readings
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13 Videos

  • 1.- Week 3 Intro
  • 2.- Defining Brands
  • 3.- What Things Can Be Branded?
  • 4.- Why Are Brands Important?, Part 1
  • 5.- Why Are Brands Important?, Part 2
  • 6.- The Value of a Brand, Part 1
  • 7.- The Value of a Brand, Part 2
  • 8.- Brand Equity
  • 9.- The Branding Process, Part 1
  • 10.- The Branding Process, Part 2
  • 11.- Brand Extensions, Part 1
  • 12.- Brand Extensions, Part 2
  • 13.- Week 3 Recap

1 Readings

  • About Week 3

Quiz Week 3

    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Week 3

1 Readings

  • Week 3 Quiz Solution Key

Communication Strategy

    • 11 Videos
    • 1 Readings
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11 Videos

  • 1.- Week 4 Intro
  • 2.- Communications Framework
  • 3.- Mission And Market
  • 4.- Map The Decision Making Process, Part 1
  • 5.- Map The Decision Making Process, Part 2
  • 6.- Message and Content
  • 7.- Media, Part 1
  • 8.- Media, Part 2
  • 9.- Measurement
  • 10.- Week 4 Recap
  • Conclusion to the Course

1 Readings

  • About Week 4

Quiz Week 4

    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Week 4 - Part 1

1 Peer Review

  • Quiz Week 4 - Part 2

Auto Summary

Discover the essentials of Marketing: Customer Needs and Wants, a foundational course in Business & Management offered by Coursera. Led by expert instructors, this 600-minute course delves into identifying and understanding customer behavior, covering marketing fundamentals, product and pricing decisions, brand building, and communication strategies. Subscription options include Starter, Professional, and Paid tiers, catering to beginners and professionals eager to enhance their marketing acumen.

Mario Capizzani
Instructor

Mario Capizzani