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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/international-marketing-entry-execution
课程评论：没有评论
课程名称：国际营销的进入与执行 概述：本课程是国际营销与跨行业增长专项的基础课程系列的第二部分，将深入探讨消费者科学调查、B2C营销、国际市场进入、目标选择、品牌定位、国际产品、国际推广、流通渠道和国际定价等内容。最后的课时将讨论以"7S"命名的国际营销创新七种新方式，强调企业如何将跨国和跨行业创新（CCCI）融入营销中。 完成本课程后，学习者将获得以下成果： 1. 掌握从商业到消费者（B2C）的视角，如何以科学研究者的方式接触消费者。 2. 理解如何进入国际市场、选择目标市场并定位品牌。 3. 深入了解国际营销要素的核心含义，即产品、推广、渠道和定价，以及它们之间的相互关系。 4. 采用7S方法（社会营销、小型营销、简单营销、跳过营销、体育营销、屏幕营销和设置营销）来创新营销，探讨其在跨国和跨行业创新中的应用。 课程大纲： 1. 第一部分：B2C（商业到消费者）营销 - 学习消费者科学调查（CSI）和国际营销中的消费者行为的其他方面，并介绍针对底层市场的目标。通过B2C营销的案例和专家访谈了解B2C趋势。 2. 第二部分：市场进入、目标选择与品牌定位 - 从宏观分析入手，确定市场进入策略，并逐步缩小到细分、目标选择和定位的微观分析，学习如何通过3C（消费者、竞争对手和公司）影响品牌定位。 3. 第三部分：营销组合与跨国、跨行业增长 - 介绍营销执行的四大要素（4Ps），包括产品、推广、价格和渠道，以及它们在跨国和跨行业创新中的含义，理解要素间的共生关系。 4. 第四部分：国际营销创新的7S - 讲解营销创新的七种"出奇制胜"思维方式，并探讨其在跨国和跨行业创新中的应用。 通过本课程，学习者将能更有效地理解和实施国际营销策略，推动企业的全球增长。
Part: 1
Title:B2C (Business to Consumer) Marketing
Description:During Week 1, we will focus on B2C Marketing which stands for Business-to-Consumer Marketing. We start the week by learning about CSI which here stands for Consumer Science Investigation. We then learn about other facets of consumer behavior in international marketing. Moreover, the Vision-Strategy-Action framework and its examples will be applied to B2C marketing. Learners will also be introduced to an under-represented target in international marketing- the Bottom of the Pyramid. Finally, the week is rounded out by interviews with B2C marketing specialists to let learners know the B2C trends such as technological developments that aid in understanding consumers.
Part: 2
Title:Entry, Targeting and Positioning
Description:During Week 2, we start from a macro analytical view of how to determine a market landing strategy and an initial launch in foreign markets. Then the course will narrow down the focus to a micro analytical approach – the STPs of marketing – Segmentation, Targeting and Positioning. For segmentation, several segmentation bases will be introduced. For targeting, the target selection process and basic target market criteria will be discussed. For positioning, we will learn the effect of the 3Cs, i.e. how Consumers, Competitors and Company impact the positioning when we want to achieve the ultimate Noon Nopi.
Part: 3
Title:Marketing Mix and Cross Country & Cross Industry Growth
Description:Week 3 will introduce learners to the four major elements of marketing execution, the 4Ps, i.e. product, promotion, price and place. At the start of each video, the fundamental concept of each P will be explained. Then, the concept of each P will be expanded in terms of their Cross Country and Cross Industry (i.e. CCCI) Innovation implications. In addition, the learner will understand how one element of can be symbiotically related to the other elements.
Part: 4
Title:7S of International Marketing Innovation
Description:Week 4 will explain the ‘out of the box’ thinking for marketing in terms of the 7S's of Marketing Innovation: Social Marketing, Small Marketing, Simple Marketing, Skip Marketing, Sports Marketing, Screen Marketing and Set Marketing. Here too we will examine their CCCI Innovation implications.
This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter "S" and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing. After you successfully complete this course learners will obtain the following outcomes: (1) from a business to consumer standpoint (B2C), learn how to approach consumers as science investigators. (2) an understanding of how to enter international markets, select targets and position their brands. (3) achieve deeper insights into the core meaning of international marketing elements, i.e. product, promotion, place, and price in the international marketing context, and their inter-element relationships with each other. (4) acquire new thinking about innovating in marketing with the 7S approach: social, small, simple, skip, sports, screen, and set marketing with cross-country and cross-industry innovation implications.
