This course offers a unique perspective into the differentiating aspects of business to business (B2B) marketing that can be contrasted to traditional business to consumer (B2C) marketing that is the subject of most other marketing curricula. Moreover, as one of the courses in the Specialization: International Marketing & Cross Industry Growth, here too there is an emphasis on how companies can expand by cross-country and cross-industry innovation.
Este curso faz parte do Programa de cursos integrados Marketing internacional e crescimento industrial
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oferecido por
Programa de cursos integrados Marketing internacional e crescimento industrial Universidade YonseiInformações sobre o curso
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Resultados de carreira do aprendiz
33%
comecei uma nova carreira após concluir estes cursos
33%
consegui um benefício significativo de carreira com este curso
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Aprox. 9 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Inglês, Espanhol
Habilidades que você terá
Business MarketingMarketingMarketing Strategy
Resultados de carreira do aprendiz
33%
comecei uma nova carreira após concluir estes cursos
33%
consegui um benefício significativo de carreira com este curso
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Aprox. 9 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Inglês, Espanhol
oferecido por
Universidade Yonsei
Yonsei University was established in 1885 and is the oldest private university in Korea.
Programa - O que você aprenderá com este curso
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.
4 horas para concluir
7 vídeos (Total 48 mín.), 5 leituras, 3 testes
3 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.
3 horas para concluir
8 vídeos (Total 62 mín.), 3 leituras, 2 testes
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.
2 horas para concluir
8 vídeos (Total 68 mín.), 2 leituras, 1 teste
Avaliações
Principais avaliações do INTERNATIONAL B2B (BUSINESS TO BUSINESS) MARKETING
por AB7 de Set de 2020
The information is presented quite clearly with fitting examples that aid understanding. Professor Chang's enthusiasm and personality shine through with his creative ways of presenting the material.
por SA18 de Dez de 2019
This is an excellent course which gives different useful insights on B2B Marketing. I got to learn a lot from the lectures as well as the expert interviews from Rolls Royce and other firms.
por NC16 de Ago de 2019
Excellent One, better if we could have more live examples in the lessons. But I like the way the material has been created with more crisp and to the point material.
por VV9 de Dez de 2019
The course in this specialization was awesome and the contents were very clear. Examples given were very much useful, relevant and easily understandable.
Sobre Programa de cursos integrados Marketing internacional e crescimento industrial
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.
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