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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/international-business-culture
课程评论：没有评论
课程名称：国际商业与文化 课程概述： 本课程旨在帮助学习者深入理解国家文化如何影响国际人力资源管理、国际市场营销以及整体国际商业运作。课程提供了国际文化、人力资源管理（HRM）和市场营销的概述。这些主题的结合看似奇特，但成功的国际人力资源管理和市场营销在很大程度上依赖于对国家文化的理解。若无法理解目标人群的文化，管理与销售将面临诸多挑战。 课程大纲： 1. **管理文化**： 此部分定义了“文化”的概念，并探讨了影响国家文化的多个因素，如语言等。 2. **管理人力资源**： 本模块讨论国际组织战略与国际人力资源管理（IHRM）等重要主题。组织由人组成，协调国内外的努力尤其困难，特别是在跨越国界、文化、经济领域和法律系统的情况下。本课程尝试理清管理这种人类复杂性的一些重要方法。 3. **全球市场营销**： 该模块探讨国际市场营销的重要性，分析国际环境中如何应用标准市场营销模型（如3Cs、4Ps及市场细分），以及如何定义目标市场、国家市场组合策略、促销策略、品牌策略和战略国际市场营销策略。了解国际市场营销与国内市场营销的不同对于成功的国际商业管理至关重要。 4. **B2B市场营销**： 本模块集中在国际B2B市场营销上，B2B市场营销是指企业向其他企业销售，而非直接向消费者（B2C）销售。我们认为大多数跨境贸易为B2B而非B2C，因此研究B2B市场营销对参与国际贸易的企业非常相关。本部分将定义B2B商业，并展示其内在复杂性，同时介绍B2B市场的SAVE模型，以替代常见的B2C模型，并探讨成功的国际B2B市场营销所需的重要因素。 5. **管理文化：人力资源管理与市场营销**： 本部分结合人力资源管理与市场营销的内容，讨论两者如何在多元文化的背景下相互影响与协作，以达到在国际市场中的成功。 通过本课程的学习，参与者将能够更好地理解文化在国际商业中的核心作用，并应用相应的管理与营销策略，以应对国际市场带来的挑战。
Part: 1
Title:Managing Culture
Description:National cultures have a profound influence on the conduct of international business. The first lesson defines what we mean by “culture,” and then explore several of the many determinants of a national culture, such as language,
Part: 2
Title:Managing Human Resources
Description:In this module we discuss the important topics of international organizational strategy and international human resource management (IHRM). Organizations are, of course, humans working together – individually, in teams, and in large organizations – toward common goals and objectives. Coordinating these efforts domestically is hard, but is even more so when working across borders, cultures, economic domains, and legal systems. In this module we will attempt to sort out some of important ways to manage the international aspects of this human complexity.
Part: 3
Title:Global Marketing
Description:This module addresses the important topic of international marketing. We will see how standard marketing models such as the 3Cs, 4Ps, and segmentation are used in international settings, and how they help to define target markets, national marketing mix strategies, promotion strategies, branding strategies, and strategic international marketing strategies. Businesses cannot survive without customers, so understanding how international marketing differs from domestic marketing is paramount for successful international business management!
Part: 4
Title:B2B Marketing
Description:In this module we tackle the very important topic of international B2B marketing. Business-to-business (B2B) marketing addresses businesses selling to other businesses, rather than businesses selling directly to consumers (B2C). We argue that most cross-border trade is B2B and not B2C, so the study of B2B marketing is relevant for a most businesses engaged in international trade. We first define B2B commerce and demonstrate its inherent complexities. We next present the SAVE model of B2B marketing, which is a substitute for common B2C models. We conclude with an examination of factors important for successful international B2B marketing efforts.
Part: 5
Title:Managing Cultures: HRM and Marketing
Description:
In this course, learners develop a solid understanding of how national cultures shape international human resource management, international marketing, and international business generally. The course provides an overview of international culture, human resource management (HRM), and marketing. This may seem like a peculiar grouping of topics, but successful international HR management and marketing are highly dependent on national culture. Without understanding a people’s culture, managing and selling to those people is fraught. In the first module, the many determinants of national culture are explored as well as the dimensions or characteristics of a nation’s culture. In the next module, we review the various organizational structures appropriate for international business before turning to the HR challenges of managing a diverse population of international employees. In the final two modules, we explore the many challenges of international marketing across nations and across cultures.
