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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/b2b-marketing
课程评论：没有评论
课程名称：国际 B2B（企业对企业）营销 概述：本课程为学习者提供了关于企业对企业（B2B）营销的独特视角，与传统的企业对消费者（B2C）营销形成对比。作为“国际营销与跨行业增长”专业化课程中的一部分，本课程还强调了企业如何通过跨国和跨行业创新来实现扩展。 学习本课程后，学习者将获得以下成果： 1. 理解 B2C 和 B2B 营销之间的差异。 2. 从跨组织的角度出发，解决营销问题，特别是了解购买中心的决策过程。 3. 通过跨国与跨行业创新（CCCI）的方法来创新 B2B 营销。 4. 通过与顶级 B2B 行业专家的访谈，深入了解 CCCI 创新和最佳实践。 课程大纲： 1. **什么是 B2B 营销？** 在第一周，学习者将获得关于 B2B 营销特征的基本理解，使用购买中心等关键概念来解释 B2B 营销中发生的复杂互动。学习者将学习实用的方法，例如“4W’s 方法”，并听取来自行业实践者 Alex Teo 和 Prasanna Meduri 的经验分享。此外，第一周还包括实践测验和评分测验，以帮助学习者评估其 B2B 营销知识的掌握程度。 2. **B2B 营销组合** 在第二周，学习者将深入探讨 B2B 营销的具体要素，包括产品、价格、渠道和促销。课程将强调在整个购买过程中如何定义客户需求、价格和价值的变动、分销渠道的设计原则，以及促销工具的组合使用方法。第二周也包含实践测验和评分测验，以便学习者熟悉 B2B 营销组合知识的评估。 3. **B2B 跨国和跨行业增长** 在第三周，课程将探讨企业如何在 B2B 营销中追求跨国和跨行业增长（CCCI）。学习者将回顾出国的有效性测试及其后续步骤，并探索 B2B 产品在跨行业增长中的应用。在这一周，学习者还将聆听 Rolls Royce 和 ThyssenKrupp 的专业访谈，以了解他们在跨国和跨行业创新方面的经验。课程最后将进行一次测验，以评估学习者对国际 B2B 营销课程的综合学习成果。
Name:What is B2B Marketing?
Description: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.
Name:B2B Marketing Mix
Description: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.
Name:B2B Cross Country and Cross Industry Growth
Description: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.
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. By taking this course learners will obtain the following outcomes: (1) understand the differences between B2C and B2B marketing. (2) approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers. (3) innovate B2B marketing via a CCCI, i.e. Cross Country & Cross Industry Innovation approach. (4) gain insights about CCCI Innovation and best practices via interviews with top B2B industry experts.
