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Arizona State University

商务英语课程:市场与营销英语 Marketing & Sales

Arizona State University via Coursera

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Overview

Class Central Tips
如果你在营销、销售或是广告部工作，你已经知道有效率的沟通是必要的。当你要用英文并用说服他人的方式来表达你的想法，这可能会是很困难的。在本课程，你和全球的成功专业人士加入学习行列时，你将学到有效地使用英文。当你随着在营销部工作的真实情境的人物，看着他们努力地提升他们的沟通技巧，同时你也会提高你的能力。从你的成功和失败的经验中学习，反省你自己的沟通方式、优点和需改进的方面。上完本课程后，你将能够: ● 透过有效率的电子邮件、报告和有说服力的简报来表达你的想法 ● 学习有关市场调查研究、品牌建立，直接营销和广告费用等字汇和用语 ● 对于你商务英语沟通能力的效率，立即获得全世界的销售和营销专业人士的回馈 ● 成为提升商务英语沟通能力全球商务专业人士社群的一份子 If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: ● Express your ideas through efficient emails, reports and persuasive presentations ● Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. ● Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world ● Become part of a global community of business professionals who are developing their English communication skills

Syllabus

  • 产品 Product
    • 你会从哪里开始营销一个项目或是产品?为什么要透过有效率的脑力激荡会议呢?这周你将会学到在团体中我们所扮演的角色，如何给予你的意见或是尊重地不同意他人的看法，以及激荡出营销用语和技巧，以促进产品推出有成功的表现。在这集的挑战篇中，你将会看到在激荡会议前的准备阶段等案例，如杰克趋前问布姬丽特，还有什么甚至不该做的。 Where do you start marketing with a project or product? Why with an effective brainstorming session of course! This week you’ll learn the roles we play in groups, how to give opinions or disagree respectfully and brainstorming phrases and techniques to make your product roll out a success. You’ll see examples of prepping before a brainstorming session as Jake approaches Bridget and even some what not to do’s in this episode of The Challenge.
  • 产品的看法 Product Perception
    • 你曾经做过调查吗?你会看到一案例，如生物牙膏营销团队问及路人有关他们对产品的意见。有效的简报和意见调查的是要有清晰和简单易懂的图像来开始。这一周的课程，我们将探讨曲线图，图表和问题来写强而有力的意见调查报告。在有自信地做简报之前，我们将会学习正确地解读这些图表的重要性。 Have you ever been part of a survey? You’ll see an example as the BioDent marketing team asks people from the streets opinions about their product. Effective presentations and surveys first start with clear and easy to understand visuals. In this week’s lessons we’ll explore graphs, charts and questions to create strong surveys. We’ll learn the importance of interpreting these charts and graphs accurately before presenting them with confidence.
  • 促销 Promotion
    • 好的设计是无形的，但我们要怎么做到这一点呢?这周的课程包含图表设计、洞察力 、简明扼要的措辞，以及如何使得我们的市场营销手法有意义，而且难忘。当你在看挑战篇的短剧时，花点时间注意在焦点小组中，好设计的初期阶段。 Good design is invisible. But, how do we make it so? This week’s lessons consist of graphic design, perception, concise language and how to make our marketing meaningful and memorable. Take time to notice the beginning stages of good design during a focus group as you enjoy the The Challenge sketch.
  • 说服术 Persuasive Techniques
    • 在这周结束时，你将会对罗伯特．席尔迪尼，以及他的六大说服通用原则很熟悉。如何让你的顾客顺从别人点头说「是」?当杰克和珊蒂讨论这些原则时，这些问题都将会一一回答。 By the end of this week you will be familiar with Dr. Robert Cialdini and his six principles of persuasion. How do you get your customers to say “yes” in an ethical and honest way? This and more will be answered as Jake meets with Sandy to discuss these principles.
  • 推销术 Pitch
    • 相较于其他的推销情况，为什么我们对某些推销有较好的响应呢?杰克需要协助，因他要对资深管理阶层做简报，所以他请求凯萨琳提供建议。第五周涵盖了简报，推销，即席演讲，销售讲稿和销售简报咨询的秘方，这些将让你充满自信，也让你的用字铿锵有力。 Why do we respond better to some sales pitches than others? Jake needs help with his presentation to senior management and goes to Catherine for advice. Week 5 is full of quick tips for formal presentations, pitches, impromptu speeches, sales scripts and consultative sales presentations that will give your confidence a boost and your words more energy and excitement.
  • 回顾 Review
    • 这一周，我们将复习和练习本课程的重要概念和语言。观看这些影片，检视你的知识，理解与分析市场与营销英语课程你最喜爱的技巧。In this week, we'll review and practice key concepts and language from the course. Watch the videos, check your knowledge and understanding and analyze techniques you best loved about this Marketing and Sales class.

Taught by

Andrea Mürau Haraway, Wanda Huber, Jenny Young and Beatriz Fuentes-Anderson

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