Informações principais
Sobre o conteúdo
Mark Cuban, owner of the Dallas Mavericks, puts it bluntly: “No sales. No company.” Every organization needs effective marketing to match its products, services and experiences to customers, and maintain and grow its revenue. In this course you will learn the keys to successful marketing, from using traditional and digital media channels to build brand awareness, to using consumer and behavioral research in order to better match your product to your customers’ wants and needs.
In this course, you'll learn to:
- Identify target customers and analyze and understand their needs and desires.
- Define your offering's value proposition and positioning.
- Identify the right target customer segment, and create a go-to-market strategy and integrated marketing campaign
- Define key performance indicators and analyze the results.
By the end of this class, you will understand how to assess the competitive playing field, understand your competitor’s brand position, and map your own organization’s position, strengths, and weaknesses, to create or capture competitive advantages.
Programa de estudos
- Marketing methods to help you identify successful strategies and tactics
- How to apply marketing frameworks to real-world business problems
- How to create strategic, research-based marketing plans
- How marketing skill sets support your role as a successful mananger/leader
Instrutores
Judy Frels
Clinical Professor of Marketing, Assistant Dean of Online Programs
University of Maryland
David Godes
Dean's Professor of Marketing, Marketing Department Chair
University of Maryland
P.K. Kannan
Professor of Marketing, Dean’s Chair in Marketing Science, Assoc. Dean
University of Maryland
Mary Beth Furst
Associate Clinical Professor, Marketing
University of Maryland
Criador do conteúdo
A Universidade de Maryland é a principal universidade do estado e uma das principais universidades públicas de investigação do país. Líder mundial em investigação, empreendedorismo e inovação, a universidade alberga mais de 37.000 estudantes, 9.000 professores e funcionários e 250 programas académicos.
O seu corpo docente inclui três laureados com o Prémio Nobel, três vencedores do Prémio Pulitzer, 47 membros de academias nacionais e um grande número de académicos Fulbright. A instituição tem um orçamento operacional de 1,8 mil milhões de dólares, angaria 500 milhões de dólares por ano em fundos de investigação externos e concluiu recentemente uma campanha de angariação de fundos de mil milhões de dólares.
Plataforma
EdX est une plateforme d'apprentissage en ligne (dite FLOT ou MOOC). Elle héberge et met gratuitement à disposition des cours en ligne de niveau universitaire à travers le monde entier. Elle mène également des recherches sur l'apprentissage en ligne et la façon dont les utilisateurs utilisent celle-ci. Elle est à but non lucratif et la plateforme utilise un logiciel open source.
EdX a été fondée par le Massachusetts Institute of Technology et par l'université Harvard en mai 2012. En 2014, environ 50 écoles, associations et organisations internationales offrent ou projettent d'offrir des cours sur EdX. En juillet 2014, elle avait plus de 2,5 millions d'utilisateurs suivant plus de 200 cours en ligne.
Les deux universités américaines qui financent la plateforme ont investi 60 millions USD dans son développement. La plateforme France Université Numérique utilise la technologie openedX, supportée par Google.
Excelente!
Excelente!
