Informações sobre o curso
4.5
149 classificações
26 avaliações
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 7 horas para completar

Sugerido: 3 weeks of study, 1-2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Coreano, Espanhol, Chinês (simplificado)

Habilidades que você terá

Business MarketingMarketingMarketing Strategy
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 7 horas para completar

Sugerido: 3 weeks of study, 1-2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Coreano, Espanhol, Chinês (simplificado)

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
4 horas para concluir

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 videos (Total 48 min), 5 leituras, 3 testes
Video7 videos
1.1 Introduction to Course1min
1.2 What is B2B Marketing? Part18min
1.3 What is B2B Marketing? Part29min
1.4 B2B: Push & Pull and the 4W’s Approach8min
1.5 Expert B2B Interview with Alex Teo and Prasanna Meduri Part19min
1.6 Expert B2B Interview with Alex Teo and Prasanna Meduri Part27min
Reading5 leituras
Syllabus10min
Let's Connect on Social Media10min
Slides10min
Recommended Reading on Noon Nopi10min
References10min
Quiz2 exercícios práticos
Lesson 1 Practice Quiz10min
Lesson 1 Graded Quiz10min
Semana
2
Horas para completar
2 horas para concluir

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 videos (Total 62 min), 3 leituras, 2 testes
Video8 videos
2.2 B2B: Product Marketing Part27min
2.3 B2B: Price Marketing Part17min
2.4 B2B: Price Marketing Part29min
2.5 B2B: Promotion Marketing Part18min
2.6 B2B: Promotion Marketing Part26min
2.7 B2B: Place Marketing Part16min
2.8 B2B: Place Marketing Part27min
Reading3 leituras
Slides10min
Recommended Reading on Marketing Strategy10min
References10min
Quiz2 exercícios práticos
Lesson 2 Practice Quiz10min
Lesson 2 Graded Quiz10min
Semana
3
Horas para completar
2 horas para concluir

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 videos (Total 68 min), 2 leituras, 1 teste
Video8 videos
3.2 B2B: Cross Country Growth Part210min
3.3 B2B: Cross Industry Growth Part110min
3.4 B2B: Cross Industry Growth Part29min
3.5 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part18min
3.6 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part28min
3.7 Expert Interview with ThyssenKrupp (Mr. Wayne Park)10min
Instructor's Thank Youmin
Reading2 leituras
Slides10min
References10min
Quiz1 exercício prático
Final Graded Quiz40min
4.5
26 avaliaçõesChevron Right
Direcionamento de carreira

50%

comecei uma nova carreira após concluir estes cursos
Benefício de carreira

83%

consegui um benefício significativo de carreira com este curso

Melhores avaliações

por 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.

por 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.

Instrutores

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

Sobre 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....

Sobre o Programa de cursos integrados 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

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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