Discover the dynamic realm of marketing and customer relationship management in the course "Marketing in a Changing World" offered by National Taiwan University.
Explore fundamental marketing concepts and the application of marketing strategies (STP) in brand management. Delve into the analysis of five major phenomena in the digital consumer market and their impact on marketing strategies and brand management.
Through this course, gain insights into the shifting paradigms of marketing and the evolving consumer landscape. Dive into market-driven approaches, brand strategies, and the creation of brand value in a changing world.
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Discover the fundamentals of marketing, brand management, and customer relations in a comprehensive course featuring modules on marketing paradigms, market dynamics, brand value, and customer relationship management.
This module introduces the essence of marketing and the shifting paradigms within the consumer world. Explore the significance of marketing, value communication, core marketing concepts, and business orientation. Engage in discussions about impactful brands and complete relevant exercises.
Delve into market-driven approaches, paradigm shifts, evolving values, and the five forces shaping consumer behavior. Reflect on disappearing or thriving products and consider differences in consumer behavior across generations.
Gain insights into market segmentation, variables assessment, target market selection, and market positioning. Explore the concept of parity and differentiation and its role in marketing strategies.
Discover the dynamic scope of competition, brand positioning, and the influential forces affecting Segmentation, Targeting, and Positioning (STP). Engage in discussions about unique brand positioning and its impact.
Explore the components of a brand, brand selection, cultural significance, brand interaction, and resonance. Engage in a brand storytelling exercise and a comprehensive quiz.
Examine brand assets, brand value, marketing paradigm shifts, and the power of situational branding. Discuss the influence of ordinary consumers and the stage for personal branding.
Uncover the significance of customer lifetime value, customer assets, relationship management, customer satisfaction, and loyalty. Explore challenges in database marketing and customer participation in value creation.
Explore the challenges of database marketing, customer participation, and value co-creation. Understand customer delight and the four-stage marketing process from attracting to retaining customers.
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