About this Course
4.5
149 ratings
26 reviews
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 7 hours to complete

Suggested: 3 weeks of study, 1-2 hours/week...
Available languages

English

Subtitles: English, Korean, Spanish, Chinese (Simplified)

Skills you will gain

Business MarketingMarketingMarketing Strategy
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 7 hours to complete

Suggested: 3 weeks of study, 1-2 hours/week...
Available languages

English

Subtitles: English, Korean, Spanish, Chinese (Simplified)

Syllabus - What you will learn from this course

Week
1
Hours to complete
4 hours to complete

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....
Reading
7 videos (Total 48 min), 5 readings, 3 quizzes
Video7 videos
1.1 Introduction to Course1m
1.2 What is B2B Marketing? Part18m
1.3 What is B2B Marketing? Part29m
1.4 B2B: Push & Pull and the 4W’s Approach8m
1.5 Expert B2B Interview with Alex Teo and Prasanna Meduri Part19m
1.6 Expert B2B Interview with Alex Teo and Prasanna Meduri Part27m
Reading5 readings
Syllabus10m
Let's Connect on Social Media10m
Slides10m
Recommended Reading on Noon Nopi10m
References10m
Quiz2 practice exercises
Lesson 1 Practice Quiz10m
Lesson 1 Graded Quiz10m
Week
2
Hours to complete
2 hours to complete

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....
Reading
8 videos (Total 62 min), 3 readings, 2 quizzes
Video8 videos
2.2 B2B: Product Marketing Part27m
2.3 B2B: Price Marketing Part17m
2.4 B2B: Price Marketing Part29m
2.5 B2B: Promotion Marketing Part18m
2.6 B2B: Promotion Marketing Part26m
2.7 B2B: Place Marketing Part16m
2.8 B2B: Place Marketing Part27m
Reading3 readings
Slides10m
Recommended Reading on Marketing Strategy10m
References10m
Quiz2 practice exercises
Lesson 2 Practice Quiz10m
Lesson 2 Graded Quiz10m
Week
3
Hours to complete
2 hours to complete

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....
Reading
8 videos (Total 68 min), 2 readings, 1 quiz
Video8 videos
3.2 B2B: Cross Country Growth Part210m
3.3 B2B: Cross Industry Growth Part110m
3.4 B2B: Cross Industry Growth Part29m
3.5 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part18m
3.6 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part28m
3.7 Expert Interview with ThyssenKrupp (Mr. Wayne Park)10m
Instructor's Thank Youm
Reading2 readings
Slides10m
References10m
Quiz1 practice exercise
Final Graded Quiz40m
4.5
26 ReviewsChevron Right
Career direction

50%

started a new career after completing these courses
Career Benefit

83%

got a tangible career benefit from this course

Top Reviews

By VSAug 4th 2017

Dae Ryun Chang sir is phenomenal, the way he teaches and explain theories is really good i would like him to teach more topics. Great work sir.

By MLAug 23rd 2017

Excellent course. The teacher is extremely clear the examples are useful. You can follow this course as a complete beginner in the issue.

Instructor

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

About Yonsei University

Yonsei University was established in 1885 and is the oldest private university in Korea. Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia....

About the International Marketing & Cross Industry Growth Specialization

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....
International Marketing & Cross Industry Growth

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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