Marketing

Oftentimes, we need to market ourselves or our organization at some point in our life. Do you want to know what marketing is all about? In this course, we will walk you through the wonderland of market intelligence, consumer behavior, customer relationship management and marketing strategy,

开设学校：上海对外经贸大学；学科：管理学、

Marketing课程：前往报名学习

Marketing视频慕课课程简介：

Oftentimes, we need to market ourselves or our organization at some point in our life. Do you want to know what marketing is all about? In this course, we will walk you through the wonderland of market intelligence, consumer behavior, customer relationship management and marketing strategy,

前往报名学习

Marketing课程列表：

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1. Marketing: Creating Customer Value

-1.1 What Is Marketing?

--Quiz

--Discussion Question

--1.1 What Is Marketing

-1.2 Marketng Management Orientations

--Quiz

--Discussion Question

--1.2 Marketing Management Orientations

-1.3 Selecting Customers to Serve

--Quiz

--Discussion Question

--1.3 Seclecting Customers to Serve

-1.4 Positioning and Perceptual Mapping

--Quiz

--Discussion Question

--1.4 Positioning and Perceptual Mapping

-1.5 Developing an Integrated Marketing Mix

--Quiz

--Discussion Question

--1.5 Developing an Integrated Marketing Mix

2. Analyzing the Marketing environment

-2.1 Microenvironment

--Quiz

--Discussion question

--2.1 Microenvironment

-2.2 Macroenvironment

--Quiz

--Discussion question

--2.2 Macroenvironment

3. Managing Marketing Information to Gain Customer Insight

-3.1 Managing Marketing Information

--Quiz

--Discussion Question

--3.1 Managing Marketing Information

-3.2 Exploratory Research

--Quiz

--Discussion Question

--3.2 Exploratory Research

-3.3 Descriptive Research

--Quiz

--Discussion Question

--3.3 Descriptive Research

-3.4 Causal Research

--Quiz

--Discussion Question

--3.4 Causal Research

-3.5 Questionnaire Design & Sampling Plan

--Quiz

--Discussion Question

--3.5 Questionnaire Design & Sampling Plan

-3.6 Analyzing and Using Marketing Information

--Quiz

--Discussion Question

--3.6 Analyzing and Using Marketing Information

4. Consumer Psychology and Decision Making

-4.1 Consumer Psychology: Introduction

--Quiz

--Discussion Question

--4.1 Consumer Psychology: Introduction

--Consumer Psychology Slides

-4.2 Consumer Psychology: Mere Exposure Effect and Conformity

--Quiz

--Discussion Question

--4.2 Consumer Psychology: Mere Exposure Effect and Conformity

-4.3 Consumer Psychology: Pain of Paying and Number Games

--Quiz

--Discussion Question

--4.3 Consumer Psychology: Pain of Paying and Number Games

-4.4 Consumer Decision Making: Decision Making Journey and Mental Accounting

--Quiz

--Discussion Question

--4.4 Consumer Decision Making: Decision Making Journey and Mental Accounting

--Consumer Decision Making Slides

-4.5 Consumer Decision Making: Anchor Effect

--Quiz

--Discussion Question

--4.5 Consumer Decision Making: Anchor Effect

-4.6 Consumer Decision Making: Cognitive Dissonance and Consumerism

--Quiz

--Discussion Question

--4.6 Consumer Decision Making: Cognitive Dissonance and Consumerism

5. Customer-Driven Marketing Strategy

-5.1 Market Segmentation

--Quiz

--Discussion Question

--5.1 Market Segmentation

-5.2 Market Targeting

--Quiz

--Discussion Question

--5.2 Market Targeting

-5.3 Market Positioning

--Quiz

--Discussion Question

--5.3 Market Positioning

6. Product and Brand Strategy

-6.1 What Is a Product?

--Quiz

--Discussion Question

--6.1 What Is a Product?

-6.2 Product Classification

--Quiz

--Discussion Question

--6.2 Product Classification

-6.3 What Is a Brand?

--Quiz

--Discussion Question

--6.3 What Is a Brand

-6.4 Why Do Brands Matter?

--Quiz

--Discussion Question

--6.4 Why Do Brands Matter?

-6.5 What Is Co-branding

--Quiz

--Discussion Question

--6.5 What Is Co-branding

-6.6 Ingredient Branding

--Quiz

--Discussion Question

--6.6 What Is Ingredient Branding

7. Pricing: Understanding and Capturing Customer Value

-7.1 What Is a Price?

--Quiz

--Disscusion Question

--7.1 What Is a Price?

-7.2 Price & Value

--Quiz

--Discussion Question

--7.2 Price & Value

-7.3 How to Set a Price?

--Quiz

--Discussion Question

--7.3 How to Set a Price?

-7.4 Pricing Strategies &Tactics

--Quiz

--Discussion Question

--7.4 Pricing Strategies and Tactics

8. Distribution Channel Management

-8.1 Marketing Channels and Value Networks

--Quiz

--Discussion Question

--8.1 Marketing Channels and Value Networks

-8.2 The Role of Marketing Channels

--Quiz

--Discussion Question

--8.2 The Role of Marketing Channels

-8.3 Channel-Design Decisions

--Quiz

--Discussion Questions

--8.3 Channel-Design Decisions

-8.4 Channel-Management Decisions

--Quiz

--Discussion Question

--8.4 Channel-Management Decisions

-8.5 Channel Integration and Channel Conflict Management

--Quiz

--Discussion Question

--8.5 Channel Integration and Channel Conflict Management

-8.6 E-Commerce Marketing Practices

--Quiz

--Discussion Question

--8.6 E-Commerce Marketing Practices

9. Engaging Customers and Communicating Customer Value

-9.1 Integrated Marketing Communications Strategy (I)

--Quiz

--9.1 Integrated Marketing Communications Strategy (I)

--Discussion question

-9.2 Integrated Marketing Communications Strategy (II)

--Quiz

--Discussion question

--9.2 Integrated Marketing Communications Strategy (II)

-9.3 Advertising and Public Relations

--Quiz

--Discussion question

--9.3 Advertising and Public Relations

-9.4 Personal Selling and Sales Promotion

--Quiz

--Discussion question

--9.4 Personal Selling and Sales Promotion

10. Digital Markeing

-10.1 What Is Digital Marketing

--Quiz

--Discussion Question

--10.1 What Is Digital Marketing

--Powerpoint Slides of 10.1 What is Digital Marketing

-10.2 Advantages & Disadvantages of Digital Marketing

--Quiz

--Discussion Question

--10.2 Advantages & Disadvantages of Digital Marketing

--Powerpoint Slides of 10.2 Advantages & Disadvantages of Digital Marketing

-10.3 Digital Marketing Trends in the Future

--Quiz

--DiscussionQuestion

--10.3 Digital Marketing Trends in the Future

--Powerpoint Slides of 10.3 Digital Marketing Trends in the Future

11. Competitive Strategy

-11.1 Competitor Analysis

--Quiz

--Discussion Question

--11.1 Competitor Analysis

--Powerpoint Slides of 11.1 Competitor Analysis

-11.2 Competitive Strategy & Balance Customer Orientation and Competitive Orientation

--Quiz

--Discussion Question

--11.2 Competitive Strategy & Balance Customer Orientation and Competitive Orientation

--Powerpoint Slides of 11.2 Competitive Strategy & Balance Customer Orientation and Competitive Orientation

12. Global Marketing

-12.1 Why Go Global?

--Quiz

--Disscusion Question

--12.1 Why Go Global?

-12.2 Global Marketing Strategy

--Quiz

--Discussion Question

--12.2 How “Global” Should Global Marketing Strategy Be?

Marketing开设学校：上海对外经贸大学

Marketing授课教师：

奚红妹-教授-上海对外经贸大学-

奚红妹，上海对外经贸大学市场营销系教授。主讲课程包括市场营销学，营销管理案例分析，品牌管理，研究兴趣聚焦品牌管理。先后去澳大利亚皇家墨尔本理工大学、美国明智大学、加拿大西安略大学毅伟商学院访学。奚红妹教授2017年获得上海市五一劳动奖章，同年获得宝钢优秀教师奖。作为第一责任人获得上海市教学成果奖三项，多次获得上海对外经贸大学教学标兵称号。从1996年开始全英文教授市场营销学。

李莅-副教授-上海对外经贸大学-

李莅是上海对外经贸大学市场营销系副教授，教授市场营销学、国际市场营销学、创业市场营销学等课程。她在上海社会科学院获得博士学位。近年来，她曾访问过澳大利亚皇家墨尔本理工学院、英国考文垂大学、荷兰乌得勒支大学等外国大学。她的研究重点是全球价值链管理。先后获得上海市教学成果奖，上海对外经贸大学双语教学优秀奖。

王汪帅--上海对外经贸大学-

王汪帅博士是上海对外经贸大学市场营销系讲师，主要讲授市场营销和消费者行为课程。他获得了上海交通大学市场营销博士学位。曾是德州大学奥斯汀分校的访问学者。他的主要研究方向是消费者心理与行为。目前，他有两个省部级科研项目正在进行，先后在中、英文期刊发表学术论文十余篇，2019年获得了上海晨光学者称号。他在在线课程中的主要任务是讲授消费者心理学和决策。

刘欣-讲师-上海对外经贸大学-

刘欣博士是上海对外经贸大学市场营销系讲师，主讲课程包括市场营销学、国际营销学、服务营销学等课程，研究兴趣聚焦服务企业营销。近年来，她曾访问澳大利亚皇家墨尔本理工学院、美国萨福克大学。她曾获得上海对外经贸大学双语教学质量奖，2008年国家级全英语示范课——“市场营销学”的核心团队成员之一，自2005年开始全英文教授市场营销学。

吴志艳-讲师-上海对外经贸大学-

吴志艳博士就职于上海对外经贸大学工商管理学院市场营销系。她主要教授《市场营销学》《品牌管理》《奢侈品品牌管理》等课程。吴志艳博士于2011年在英国埃克塞特大学获得管理学博士学位。她在国内外期刊发表十多篇论文。 在本课程建设中，吴志艳主要负责产品与品牌战略章节的线上授课。

邓士昌-讲师-上海对外经贸大学-

邓士昌博士是上海对外经贸大学市场营销学讲师，教授市场营销学、消费者行为学和数字营销课程。他在复旦大学获得心理学博士学位。他的研究兴趣领域是消费心理学。他在线课程的主要任务是讲授数字营销和竞争战略。

谢小伟-讲师-上海对外经贸大学-

谢小伟，经济学硕士，上海对外经贸大学市场营销系讲师，用中、英文讲授《市场营销原理》10多年，2005年获上海市教学成果奖三等奖（团队成员）。

张晓灵-教授-上海对外经贸大学-

张晓灵博士是上海对外经贸大学工商管理学院市场营销系教授，上海高校特聘教授（东方学者)。她于印第安纳大学获得市场营销学博士学位。教学经验包括Kelley商学院，新加坡南洋理工大学南洋商学院（Assistant Professor). 她的研究兴趣有营销建模、Shopper Marketing等。论文发表于Journal of Marketing, Journal of the Academy of Marketing Science等。

陈莹-讲师-上海对外经贸大学-

陈莹博士，上海对外经贸大学工商管理学院讲师，主要教授市场营销学和营销渠道管理等课程。研究方向为渠道管理和公司间关系等。她在本课程中主要教授营销渠道管理方面的相关内容。

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