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
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: Inglês, Coreano, Espanhol, Chinês (simplificado)
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: Inglês, Coreano, Espanhol, Chinês (simplificado)
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
7 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
5 leituras
Syllabus10min
Let's Connect on Social Media10min
Slides10min
Recommended Reading on Noon Nopi10min
References10min
2 exercícios práticos
Lesson 1 Practice Quiz10min
Lesson 1 Graded Quiz10min
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.
2 horas para concluir
8 vídeos (Total 62 mín.), 3 leituras, 2 testes
8 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
3 leituras
Slides10min
Recommended Reading on Marketing Strategy10min
References10min
2 exercícios práticos
Lesson 2 Practice Quiz10min
Lesson 2 Graded Quiz10min
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
8 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 You12s
2 leituras
Slides10min
References10min
1 exercício prático
Final Graded Quiz40min
Avaliações
Principais avaliações do INTERNATIONAL B2B (BUSINESS TO BUSINESS) MARKETING
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.
por JZ7 de Out de 2017
Some models and approaches are very practical . I think some of the expression are kind of obscure than other lectures with native English-speakers.
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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
- The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
O que recebo ao me inscrever nesta Especialização?
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.
Qual é a política de reembolso?
Se você se inscrever, terá 7 dias para testar sem custo e, durante este período, pode cancelar sem multa. Depois disso, não reembolsamos, mas você pode cancelar sua inscrição a qualquer momento. Veja nossa política para o reembolso total.
Existe algum auxílio financeiro disponível?
Sim, a Coursera oferece auxílio financeiro ao aluno que não possa pagar a taxa. Faça a solicitação clicando no link Auxílio Financeiro, abaixo do botão "Inscreva-se" à esquerda. Preencha uma solicitação e será notificado caso seja aprovado. Você terá que completar esta etapa para cada curso na Especialização, incluindo o Trabalho de Conclusão de Curso. Saiba mais .
Ganharei créditos universitários por concluir o curso?
Este curso não oferece créditos universitários, mas algumas universidades podem aceitar certificados de cursos que podem ser convertidos em créditos. Entre em contato com sua instituição para saber mais. Com os cursos on-line e os certificados Mastertrack™ do Coursera, é possível ganhar créditos universitários.
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