Marketing

Resumen

Why study “Marketing” ?1.  Marketing is fun.If you’re looking for an exciting course that involves unusual lectures and opens you to new perspectives, you should consider marketing. We will talk about interesting corporate phenomena, new trends in market demand and aspiring marketing mindsets. 2.  Marketing skills are required in this fast-growing digital world we live in.Elon Musk did not study marketing, he studied Physics and Business.

But eventually, in Life he founded several businesses and companies that needed one form of marketing or the other. When you take a critical look at Tesla’s promotion model, you will find that Tesla builds unique products and explains how they change the way we live in the marketing approach that was effective.

That is Marketing ! 3.  Studying Marketing helps you understand how to influence people’s decisions and how to think different.When you study marketing, you become an influencer. You’ll easily make people see things the way you want them to without force or compulsion.

Marketing is based on telling the truth as a way to convince people to accept what you’re marketing. Whatsoever you decide to go into in future career, you’ll need to need to understand other people’s psychology.

Marketing helps you to understand other people’s perspectives and psychology so you can do well in communications and stand out from competition.4.  Marketing is an integral part of everything.Marketing is not a course that concerns only sales personnel and corporate managers. Whether you’re a teacher, medical doctor, engineer, plumber, you need marketing skills to influence people and attract them to what you have to offer.

After all, is said and done, we all need marketing skills regardless of our field of specialization.Learning Objectives1.  Demonstrate an understanding of marketing philosophy and marketing theories.2.  Design a good customer value-driven strategy 3.  Get customer intelligence by thorough marketing research and analysis.4.  Analyze customers’ buying psychology and predict their purchase behaviors.5.  Devising STP Strategy (Segmentation, Targeting and Positioning).6.  Developing various elements of the 4P marketing mix( Price, Place, Product and Promotion)7.  Being familiar with various forms of digital marketing tools and technologies to maximize customer engagement. Who should learn?1.  All business school students should understand all functional areas of marketing. It is quite ideal for freshmen and sophomores.2.  Students who want to pursue a career in business world such as marketing researchers, advertisers, product managers, R&D researcher, PR experts and digital marketing professionals. 3.  For all interested persons who are keen to know how companies compete in the market and how great products are created.4.  For all interested persons who want to boost communication skills and be an ethical and better version of themselves.  Rewards and Gains1.

Knowledge:

well-established framework of Marketing and Marketing theories.2. Ability(methods and techniques):

launch and promote a product or service in both digital and traditional marketing scenarios.3.

Ability(problem solving skills):

analyze marketing problems encountered in real businesses and devise according solutions.4. Critical marketing mindset:

discern complex marketing phenomena and dare to question and criticize. 5.

Sense of social responsibility and citizenship:

make wise and sustainable decisions for enterprise and whole society.

Programa

• 1. Marketing: Creación de Valor y Compromiso con el Cliente
1.1 Guía de aprendizaje
1.2 Cinco Conceptos Básicos en Marketing
1.3 Qué es el Marketing
1.4 Modelo del Proceso de Marketing
1.5 Orientaciones de Gestión de Marketing
1.6 Cambios en el Panorama del Marketing
• 2. Estrategia Corporativa y de Marketing
2.1 Guía de aprendizaje
2.2 Misión y objetivos
2.3 Portafolio de Productos y Matriz BCG
2.4 Estrategia de Crecimiento y Reducción
2.5 Estrategia de Marketing y Mezcla de Marketing
• 3. Análisis del Entorno de Marketing
3.1 Guía de aprendizaje
3.2 Microentorno
3.3 Macroentorno
• 4. Gestión de Información de Marketing para Obtener Conocimiento del Cliente
4.1 Guía de aprendizaje
4.2 Información de marketing y conocimiento del cliente
4.3 Investigación de marketing
4.4 Investigación exploratoria
4.5 Investigación descriptiva
4.6 Diseño de cuestionarios
• 5. Comprensión del Comportamiento del Cliente y del Comprador Empresarial
5.1 Guía de aprendizaje
5.2 Mercado de Consumidores y Comportamiento del Consumidor
5.3 Características que afectan los comportamientos del consumidor
5.4 Mercado empresarial y Comportamientos de Compradores Empresariales
• 6. Estrategia Impulsada por el Valor del Cliente
6.1 Guía de aprendizaje
6.2 Segmentación del Mercado
6.3 Segmentación Objetivo
6.4 Posicionamiento
• 7. Productos y Servicios
7.1 Guía de aprendizaje
7.2 Qué es un Producto
7.3 Niveles de Productos y Servicios
7.4 Clasificaciones de Productos y Servicios
7.5 Decisiones sobre Productos
7.6 Desarrollo de Nuevos Productos
7.7 Estrategias de Ciclo de Vida del Producto
7.8 Características del Servicio
7.9 Estrategias de Marketing para Servicios
• 8. Marcas
8.1 Guía de aprendizaje
8.2 Visión General de la Marca
8.3 Construcción de una Marca Fuerte
• 9. Precios
9.1 Guía de aprendizaje
9.2 Visión General de los Precios
9.3 Lógica Básica de los Precios
9.4 Estrategias de Precios
9.5 Precios de Nuevos Productos
9.6 Precios de Mix de Productos
9.7 Precios Promocionales
9.8 Precios Dinámicos
• 10. Canales de Marketing
10.1 Guía de aprendizaje
10.2 Naturaleza e Importancia de los Canales de Marketing
10.3 Estructura de los Canales de Mercado
10.4 Conflicto y Gestión de Canales
10.5 Gestión Multicanal
10.6 Formas de Venta al Por Menor
• 11. Promociones
11.1 Guía de aprendizaje
11.2 Comunicaciones de Marketing Integradas
11.3 Publicidad
11.4 PR y Venta Personal
11.5 Promociones de Ventas
• 12. Marketing Digital
12.1 Guía de aprendizaje
12.2 Qué es el Marketing Digital
12.3 Tipos de Marketing Digital
• 13. Test Final

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Impartido por

Shandong Normal University

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Materias

Business