课程信息
4.5
149 个评分
26 个审阅
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为7 小时

建议:3 weeks of study, 1-2 hours/week...
可选语言

英语(English)

字幕:英语(English), 韩语, 西班牙语(Spanish), 中文(简体)

您将获得的技能

Business MarketingMarketingMarketing Strategy
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为7 小时

建议:3 weeks of study, 1-2 hours/week...
可选语言

英语(English)

字幕:英语(English), 韩语, 西班牙语(Spanish), 中文(简体)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 4 小时

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....
Reading
7 个视频 (总计 48 分钟), 5 个阅读材料, 3 个测验
Video7 个视频
1.1 Introduction to Course1分钟
1.2 What is B2B Marketing? Part18分钟
1.3 What is B2B Marketing? Part29分钟
1.4 B2B: Push & Pull and the 4W’s Approach8分钟
1.5 Expert B2B Interview with Alex Teo and Prasanna Meduri Part19分钟
1.6 Expert B2B Interview with Alex Teo and Prasanna Meduri Part27分钟
Reading5 个阅读材料
Syllabus10分钟
Let's Connect on Social Media10分钟
Slides10分钟
Recommended Reading on Noon Nopi10分钟
References10分钟
Quiz2 个练习
Lesson 1 Practice Quiz10分钟
Lesson 1 Graded Quiz10分钟
2
完成时间(小时)
完成时间为 2 小时

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....
Reading
8 个视频 (总计 62 分钟), 3 个阅读材料, 2 个测验
Video8 个视频
2.2 B2B: Product Marketing Part27分钟
2.3 B2B: Price Marketing Part17分钟
2.4 B2B: Price Marketing Part29分钟
2.5 B2B: Promotion Marketing Part18分钟
2.6 B2B: Promotion Marketing Part26分钟
2.7 B2B: Place Marketing Part16分钟
2.8 B2B: Place Marketing Part27分钟
Reading3 个阅读材料
Slides10分钟
Recommended Reading on Marketing Strategy10分钟
References10分钟
Quiz2 个练习
Lesson 2 Practice Quiz10分钟
Lesson 2 Graded Quiz10分钟
3
完成时间(小时)
完成时间为 2 小时

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....
Reading
8 个视频 (总计 68 分钟), 2 个阅读材料, 1 个测验
Video8 个视频
3.2 B2B: Cross Country Growth Part210分钟
3.3 B2B: Cross Industry Growth Part110分钟
3.4 B2B: Cross Industry Growth Part29分钟
3.5 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part18分钟
3.6 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part28分钟
3.7 Expert Interview with ThyssenKrupp (Mr. Wayne Park)10分钟
Instructor's Thank You分钟
Reading2 个阅读材料
Slides10分钟
References10分钟
Quiz1 个练习
Final Graded Quiz40分钟
4.5
26 个审阅Chevron Right
职业方向

50%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 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.

创建者 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.

讲师

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

关于 Yonsei University

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....

关于 International Marketing & Cross Industry Growth 专项课程

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....
International Marketing & Cross Industry Growth

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