À propos de ce cours
4.5
149 notes
26 avis
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 7 heures pour terminer

Recommandé : 3 weeks of study, 1-2 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Coréen, Espagnol, Chinois (simplifié)

Compétences que vous acquerrez

Business MarketingMarketingMarketing Strategy
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 7 heures pour terminer

Recommandé : 3 weeks of study, 1-2 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Coréen, Espagnol, Chinois (simplifié)

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
4 heures pour terminer

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 vidéos (Total 48 min), 5 lectures, 3 quiz
Video7 vidéos
1.1 Introduction to Course1 min
1.2 What is B2B Marketing? Part18 min
1.3 What is B2B Marketing? Part29 min
1.4 B2B: Push & Pull and the 4W’s Approach8 min
1.5 Expert B2B Interview with Alex Teo and Prasanna Meduri Part19 min
1.6 Expert B2B Interview with Alex Teo and Prasanna Meduri Part27 min
Reading5 lectures
Syllabus10 min
Let's Connect on Social Media10 min
Slides10 min
Recommended Reading on Noon Nopi10 min
References10 min
Quiz2 exercices pour s'entraîner
Lesson 1 Practice Quiz10 min
Lesson 1 Graded Quiz10 min
Semaine
2
Heures pour terminer
2 heures pour terminer

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 vidéos (Total 62 min), 3 lectures, 2 quiz
Video8 vidéos
2.2 B2B: Product Marketing Part27 min
2.3 B2B: Price Marketing Part17 min
2.4 B2B: Price Marketing Part29 min
2.5 B2B: Promotion Marketing Part18 min
2.6 B2B: Promotion Marketing Part26 min
2.7 B2B: Place Marketing Part16 min
2.8 B2B: Place Marketing Part27 min
Reading3 lectures
Slides10 min
Recommended Reading on Marketing Strategy10 min
References10 min
Quiz2 exercices pour s'entraîner
Lesson 2 Practice Quiz10 min
Lesson 2 Graded Quiz10 min
Semaine
3
Heures pour terminer
2 heures pour terminer

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 vidéos (Total 68 min), 2 lectures, 1 quiz
Video8 vidéos
3.2 B2B: Cross Country Growth Part210 min
3.3 B2B: Cross Industry Growth Part110 min
3.4 B2B: Cross Industry Growth Part29 min
3.5 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part18 min
3.6 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part28 min
3.7 Expert Interview with ThyssenKrupp (Mr. Wayne Park)10 min
Instructor's Thank You12s
Reading2 lectures
Slides10 min
References10 min
Quiz1 exercice pour s'entraîner
Final Graded Quiz40 min
4.5
26 avisChevron Right
Orientation de carrière

50%

a commencé une nouvelle carrière après avoir terminé ces cours
Avantage de carrière

67%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

Meilleurs avis

par 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.

par 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.

Enseignant

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

À propos de 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....

À propos de la Spécialisation 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

Foire Aux Questions

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  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

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