中
This course focuses on how to make marketing both more efficient and effective. It advocates that the role of marketing is to create a win-win situation for both customers and marketers. Good marketing also requires taking a purpose-driven approach. Marketing also needs to broaden to more stakeholders aside from the customer. Therefore, it requires internal marketing, supplier marketing, community marketing, and investor marketing. This course also demonstrates that stakeholder marketing generates better financial performance for the marketer.
The Good, Bad, and Ugly of Marketing - Jagdish Sheth
您将获得的技能
- Marketing
- Customer Insights
- Community Development
- Business Ethics
- Marketing Effectiveness
- Internal Communications
- Corporate Sustainability
- Marketing Strategies
- Stakeholder Management
- Marketing Psychology
- Consumer Behaviour
- Business Marketing
- Stakeholder Engagement
- Strategic Marketing
- Stakeholder Communications
- Stakeholder Analysis
- Customer Relationship Building
- Value Propositions
要了解的详细信息
了解顶级公司的员工如何掌握热门技能
积累特定领域的专业知识
本课程是 The 4 A's of Marketing with Jagdish Sheth 专项课程 专项课程的一部分
在注册此课程时，您还会同时注册此专项课程。
- 向行业专家学习新概念
- 获得对主题或工具的基础理解
- 通过实践项目培养工作相关技能
- 获得可共享的职业证书
该课程共有2个模块
To quote Peter Drucker, “There are only two real functions of Business: Innovation and Marketing.” Unfortunately, Marketing doesn’t get the attention and emphasis it deserves, primarily due to a stigma associated with it because of popular misconceptions. This lecture aims to set the record straight by separating “Selling” from Marketing, and presenting the characteristics of “Good Marketing” and how to achieve it. Purpose-driven companies demonstrate superior financial performance. Thus, Marketing should be purpose-driven and not market-driven, only then can it gain the respect it deserves as a force for societal good.
涵盖的内容
10个视频4篇阅读材料1个作业2个讨论话题
Marketing thought leaders lately have been advocating that marketing practices need to go beyond customers and think of all stakeholders of the company. This course explores this very debate by discussing what is stakeholder marketing and who are the eight other stakeholders in addition to customers. It explains evolution of marketing from product-customer-stakeholder-centricity and discusses the seven underlying forces driving this shift. Presented also is the FoE SPICE model & methodology (derived from the book Firms of Endearment (FoE)) with data insights on 19 publicly listed companies stacked against FoE companies. Additionally, a seven-point strategic framework is offered on how to achieve stakeholder marketing.
涵盖的内容
11个视频1篇阅读材料1个作业1次同伴评审
获得职业证书
将此证书添加到您的 LinkedIn 个人资料、简历或履历中。在社交媒体和绩效考核中分享。
位教师
从 Marketing 浏览更多内容
状态：免费试用Kennesaw State University
状态：预览IE Business School
状态：预览S.P. Jain Institute of Management and Research
状态：免费试用Kennesaw State University
人们为什么选择 Coursera 来帮助自己实现职业发展
Felipe M.
自 2018开始学习的学生
''能够按照自己的速度和节奏学习课程是一次很棒的经历。只要符合自己的时间表和心情，我就可以学习。'
Jennifer J.
自 2020开始学习的学生
''我直接将从课程中学到的概念和技能应用到一个令人兴奋的新工作项目中。'
Larry W.
自 2021开始学习的学生
''如果我的大学不提供我需要的主题课程，Coursera 便是最好的去处之一。'
Chaitanya A.
''学习不仅仅是在工作中做的更好：它远不止于此。Coursera 让我无限制地学习。'
常见问题
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
更多问题
提供助学金，
¹ 本课程的部分作业采用 AI 评分。对于这些作业，将根据 Coursera 隐私声明使用您的数据。