Об этом курсе
4.5
Оценки: 149
Рецензии: 26
Специализация
100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Часов на завершение

Прибл. 7 часа на выполнение

Предполагаемая нагрузка: 3 weeks of study, 1-2 hours/week...
Доступные языки

Английский

Субтитры: Английский, Корейский, Испанский, Китайский (упрощенное письмо)

Приобретаемые навыки

Business MarketingMarketingMarketing Strategy
Специализация
100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Часов на завершение

Прибл. 7 часа на выполнение

Предполагаемая нагрузка: 3 weeks of study, 1-2 hours/week...
Доступные языки

Английский

Субтитры: Английский, Корейский, Испанский, Китайский (упрощенное письмо)

Программа курса: что вы изучите

Неделя
1
Часов на завершение
4 ч. на завершение

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 видео ((всего 48 мин.)), 5 материалов для самостоятельного изучения, 3 тестов
Video7 видео
1.1 Introduction to Course1мин
1.2 What is B2B Marketing? Part18мин
1.3 What is B2B Marketing? Part29мин
1.4 B2B: Push & Pull and the 4W’s Approach8мин
1.5 Expert B2B Interview with Alex Teo and Prasanna Meduri Part19мин
1.6 Expert B2B Interview with Alex Teo and Prasanna Meduri Part27мин
Reading5 материала для самостоятельного изучения
Syllabus10мин
Let's Connect on Social Media10мин
Slides10мин
Recommended Reading on Noon Nopi10мин
References10мин
Quiz2 практического упражнения
Lesson 1 Practice Quiz10мин
Lesson 1 Graded Quiz10мин
Неделя
2
Часов на завершение
2 ч. на завершение

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 видео ((всего 62 мин.)), 3 материалов для самостоятельного изучения, 2 тестов
Video8 видео
2.2 B2B: Product Marketing Part27мин
2.3 B2B: Price Marketing Part17мин
2.4 B2B: Price Marketing Part29мин
2.5 B2B: Promotion Marketing Part18мин
2.6 B2B: Promotion Marketing Part26мин
2.7 B2B: Place Marketing Part16мин
2.8 B2B: Place Marketing Part27мин
Reading3 материала для самостоятельного изучения
Slides10мин
Recommended Reading on Marketing Strategy10мин
References10мин
Quiz2 практического упражнения
Lesson 2 Practice Quiz10мин
Lesson 2 Graded Quiz10мин
Неделя
3
Часов на завершение
2 ч. на завершение

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 видео ((всего 68 мин.)), 2 материалов для самостоятельного изучения, 1 тест
Video8 видео
3.2 B2B: Cross Country Growth Part210мин
3.3 B2B: Cross Industry Growth Part110мин
3.4 B2B: Cross Industry Growth Part29мин
3.5 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part18мин
3.6 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part28мин
3.7 Expert Interview with ThyssenKrupp (Mr. Wayne Park)10мин
Instructor's Thank You12
Reading2 материала для самостоятельного изучения
Slides10мин
References10мин
Quiz1 практического упражнения
Final Graded Quiz40мин
4.5
Рецензии: 26Chevron Right
Формирование карьерного пути

50%

начал новую карьеру, пройдя эти курсы
Карьерные преимущества

67%

получил значимые преимущества в карьере благодаря этому курсу

Лучшие рецензии

автор: 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.

автор: 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.

Преподавателя

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

О 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....

О специализации ''International Marketing & Cross Industry Growth '

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

Часто задаваемые вопросы

  • Зарегистрировавшись на сертификацию, вы получите доступ ко всем видео, тестам и заданиям по программированию (если они предусмотрены). Задания по взаимной оценке сокурсниками можно сдавать и проверять только после начала сессии. Если вы проходите курс без оплаты, некоторые задания могут быть недоступны.

  • Записавшись на курс, вы получите доступ ко всем курсам в специализации, а также возможность получить сертификат о его прохождении. После успешного прохождения курса на странице ваших достижений появится электронный сертификат. Оттуда его можно распечатать или прикрепить к профилю LinkedIn. Просто ознакомиться с содержанием курса можно бесплатно.

Остались вопросы? Посетите Центр поддержки учащихся.