The future is here! There are some new features in the marketing of the mobile Internet era. "Marketing in the era of mobile Internet" follows the "new era-new thinking-new marketing" idea, and the design of knowledge points is closely followed by the new changes in marketing in the mobile Internet era. . This course uses comparative analysis methods and case analysis methods to compare the marketing in the mobile Internet era with traditional marketing, and uses a large number of fresh cases to reveal the new characteristics of marketing in the mobile Internet era. The new marketing thinking in the era of mobile Internet will have a profound impact on countries, enterprises and individuals. Let us start learning the course "Marketing in the era of mobile Internet" together!
Overview
Syllabus
- Chapter 1 Introduction to the Course "Marketing in the Mobile Internet Era"
- 1.1 Marketing is everywhere
- 1.2 Marketing enters a new era
- 1.3 New characteristics of marketing in the mobile Internet era
- 1.4 Exercises and case analysis
- Chapter 2 Understanding the Internet Era
- 2.1 Experience the Internet era from the development of e-commerce
- 2.2 From the Internet to the mobile Internet
- 2.3 Exercises and case analysis
- Chapter 3 Internet Thinking
- 3.1 Internet genes and Internet thinking
- 3.2 "Internet +" and "+ Internet"
- 3.3 Mobile Internet → Internet of Things → Internet of Everything
- 3.4 Exercises and case analysis
- Chapter 4 Evolution of marketing ideas
- 4.1 Marketing management philosophy
- 4.2 New theory of marketing strategy mix
- 4.3 Exercises and case analysis
- Chapter 5 Value Discovery
- 5.1 Blue Ocean Strategy
- 5.2 User thinking
- 5.3 Innovation and reconstruction
- 5.4 Exercises and case analysis
- Chapter 6 Stakeholders of Value-Creating Subjects
- 6.1 Value resonance of stakeholders
- 6.2 Exercises and case analysis
- Chapter 7 Evolution of Value Creation Theory
- 7.1 Value chain and value network
- 7.2 Value Ecosystem
- 7.3 Exercises and case analysis
- Chapter 8 Value creation in the mobile Internet era
- 8.1 Long Tail Economy
- 8.2 End-pipe-cloud creates value synergistically
- 8.3 Exercises and case analysis
- Chapter 9 Value creation features in the mobile Internet era
- 9.1 Crossover
- 9.2 Experience Economy
- 9.3 Free Economy
- 9.4 Exercises and case analysis
- Chapter 10 Community: the Value-Creating Subjects
- 10.1 Community Economy
- 10.2 Social bonuses
- 10.3 Exercises and case studies
- Chapter 11 New Marketing
- 11.1 Micromarketing
- 11.2 Decentralization
- 11.3 O2O
- 11.4 Exercises and case studies
- Chapter 12 New Theories and New Features of Consumer Purchase Behavior
- 12.1 AIDMA → AISAS → SCIAS
- 12.2 Interactive marketing
- 12.3 Precision marketing
- 12.4 Exercises and case studies
- Chapter 13 Mobile Search Marketing
- 13.1 PC Internet Search Engine Marketing
- 13.2 Mobile Internet Search Engine Marketing
- 13.3 Theory of New Media Integrated Marketing
- 13.4 Exercises and case studies
- Chapter 14 Big Data Marketing
- 14.1 APP platform marketing
- 14.2 Big Data and Cloud Computing
- 14.3 Aboriginal Internet
- 14.4 Crowd Creation
- 14.5 Exercises and case studies
- Chapter 15 New Marketing Thoughts in the Mobile Internet Era
- 15.1 Integration and Openness
- 15.2 Altruistic Competitiveness
- 15.3 Strong and weak relationship
- 15.4 Word-of-mouth marketing
- 15.5 Exercises and case studies
- Chapter 16 From Consumer Internet to Industrial Internet
- 16.1 Industrial Internet
- 16.2 Exercises and case studies
- Mind Map of "Marketing in the Mobile Internet Era"
- Mind Map of "Marketing in the Mobile Internet Era"
- Final test
Taught by
Qian Wang, Sun Hengyou, Zhou Xiuting, and Fan Wenfang
