課程信息
4.5
174 個評分
32 個審閱

第 3 門課程(共 6 門)

100% 在線

立即開始,按照自己的計劃學習。

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完成時間大約為7 小時

建議:3 weeks of study, 1-2 hours/week...

英語(English)

字幕:英語(English), 韓語, 西班牙語(Spanish), 中文(簡體)

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Business MarketingMarketingMarketing Strategy

第 3 門課程(共 6 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為7 小時

建議:3 weeks of study, 1-2 hours/week...

英語(English)

字幕:英語(English), 韓語, 西班牙語(Spanish), 中文(簡體)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 4 小時

What is B2B Marketing?

During Week 1, learners will obtain a fundamental and solid understanding of the characteristics of business to business (B2B) marketing. Some key constructs such as the buying center is used to explain the complex web of interactions that occur when B2B marketing takes place. The first week will offer learners very practical methods that they can use to proactively market to B2B customers such as the 4W's Approach. This week learners will also "learn" from the experience of two practitioners, Alex Teo and Prasanna Meduri who discuss B2B marketing in international markets and how it is changing. There is a practice quiz and a graded quiz in Week 1 for learners to accustom themselves to a formal evaluation of basic B2B marketing knowledge acquisition....
7 個視頻 (總計 48 分鐘), 5 個閱讀材料, 3 個測驗
7 個視頻
1.1 Introduction to Course1分鐘
1.2 What is B2B Marketing? Part18分鐘
1.3 What is B2B Marketing? Part29分鐘
1.4 B2B: Push & Pull and the 4W’s Approach8分鐘
1.5 Expert B2B Interview with Alex Teo and Prasanna Meduri Part19分鐘
1.6 Expert B2B Interview with Alex Teo and Prasanna Meduri Part27分鐘
5 個閱讀材料
Syllabus10分鐘
Let's Connect on Social Media10分鐘
Slides10分鐘
Recommended Reading on Noon Nopi10分鐘
References10分鐘
2 個練習
Lesson 1 Practice Quiz10分鐘
Lesson 1 Graded Quiz10分鐘
2
完成時間為 2 小時

B2B Marketing Mix

During Week 2, learners will begin to dive more in depth to the specific B2B marketing elements, i.e. product, price, place and promotion. For product marketing, the key emphasis will be on how customer needs are defined in the organization during the total buying process. For price marketing, given the B2B2C nature of including the end-user, price and value, as well as costs, can be varied depending on the application. For place marketing, based on the principle that distribution is the analysis of service or functions demanded by the customer, learners will understand when and how the total channel can be designed by the various channel members including the manufacturer. For promotion marketing, boxing is used as an analogy of the combination and sequence of communication tools that a marketer can use to gain attention, instill interest, stir desire and finally move customers to action. There is a practice quiz and a graded quiz in Week 2 for learners to accustom themselves to a formal evaluation of B2B marketing mix knowledge acquisition....
8 個視頻 (總計 62 分鐘), 3 個閱讀材料, 2 個測驗
8 個視頻
2.2 B2B: Product Marketing Part27分鐘
2.3 B2B: Price Marketing Part17分鐘
2.4 B2B: Price Marketing Part29分鐘
2.5 B2B: Promotion Marketing Part18分鐘
2.6 B2B: Promotion Marketing Part26分鐘
2.7 B2B: Place Marketing Part16分鐘
2.8 B2B: Place Marketing Part27分鐘
3 個閱讀材料
Slides10分鐘
Recommended Reading on Marketing Strategy10分鐘
References10分鐘
2 個練習
Lesson 2 Practice Quiz10分鐘
Lesson 2 Graded Quiz10分鐘
3
完成時間為 2 小時

B2B Cross Country and Cross Industry Growth

During Week 3, the course concludes with how companies can pursue CCCI Growth, i.e. Cross Country and Cross Industry Growth in B2B Marketing. In Cross Country Growth learners will recap the initial issue of testing the validity of going abroad and if found, how to proceed. In Cross Industry Growth, learners will discover that the fundamental definition of B2B2C, i.e. the variation of applications of B2B products lend themselves to Cross Industry Growth possibilities. In Week 3, learners will also "learn" from the Cross Country and Cross Industry Innovation experience at Rolls Royce (Aero Engines), and ThyssenKrupp (Elevators) via interviews with Dr. Alex Jun and Mr. Wayne Park. There is a final quiz to assess the cumulative learning for the International B2B Marketing course....
8 個視頻 (總計 68 分鐘), 2 個閱讀材料, 1 個測驗
8 個視頻
3.2 B2B: Cross Country Growth Part210分鐘
3.3 B2B: Cross Industry Growth Part110分鐘
3.4 B2B: Cross Industry Growth Part29分鐘
3.5 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part18分鐘
3.6 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part28分鐘
3.7 Expert Interview with ThyssenKrupp (Mr. Wayne Park)10分鐘
Instructor's Thank You12
2 個閱讀材料
Slides10分鐘
References10分鐘
1 個練習
Final Graded Quiz40分鐘
4.5
32 個審閱Chevron Right

33%

完成這些課程後已開始新的職業生涯

33%

通過此課程獲得實實在在的工作福利

熱門審閱

創建者 VSAug 4th 2017

Dae Ryun Chang sir is phenomenal, the way he teaches and explain theories is really good i would like him to teach more topics. Great work sir.

創建者 MLAug 23rd 2017

Excellent course. The teacher is extremely clear the examples are useful. You can follow this course as a complete beginner in the issue.

講師

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

關於 延世大学

Yonsei University was established in 1885 and is the oldest private university in Korea. Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia....

關於 国际营销与跨行业发展 專項課程

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries....
国际营销与跨行业发展

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