商务英语课程:市场与营销英语 Marketing & Sales from Coursera

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

What's inside

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

内容与学术界和实践高度相关

由四个富有营销专业经验的讲师授课，分别是 Wanda Huber、Andrea Mürau Haraway、Jenny Young 和 Beatriz Fuentes-Anderson

课程教授英语业务沟通技巧，对于在市场营销、销售或广告部门工作的学员而言十分必要

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in 商务英语课程:市场与营销英语 Marketing & Sales with these activities:

Read Good Strategy/Bad Strategy

Show steps

Understanding the principles of good and bad strategy will help you to develop more effective marketing strategies.

View The Crux: How Leaders Become Strategists on Amazon

Show steps

Read the book and take notes.
Write a summary of the key concepts.
Discuss the book with a colleague or friend.

Watch the Google Analytics Academy Course

Show steps

This course will teach you how to use Google Analytics to track your marketing campaigns.

Browse courses on Google Analytics

Show steps

Sign up for the course.
Watch the videos.
Complete the quizzes.

Complete the Marketing Simulation

Show steps

The simulation will allow you to practice your marketing skills in a realistic environment.

Browse courses on Marketing

Show steps

Set up the simulation.
Run the simulation.
Analyze the results.

Four other activities

Expand to see all activities and additional details

Show all seven activities

Volunteer for a Marketing Event

Show steps

Volunteering for a marketing event will allow you to gain practical experience and network with other marketers.

Browse courses on Marketing

Show steps

Find a marketing event to volunteer for.
Sign up to volunteer.
Attend the event and volunteer your time.

Attend a Marketing Conference

Show steps

Attending a conference will allow you to learn from industry experts and network with other marketers.

Browse courses on Marketing

Show steps

Research conferences.
Register for a conference.
Attend the conference and take notes.

Create a Marketing Plan for a New Product

Show steps

Creating a marketing plan will help you to develop a roadmap for your marketing efforts.

Browse courses on Marketing

Show steps

Define your target market.
Develop your marketing message.
Choose your marketing channels.
Set your marketing budget.
Track your marketing results.

Enter a Marketing Competition

Show steps

Entering a marketing competition will allow you to test your skills and network with other marketers.

Browse courses on Marketing

Show steps

Find a marketing competition to enter.
Develop your competition entry.
Submit your competition entry.

Career center

Learners who complete 商务英语课程:市场与营销英语 Marketing & Sales will develop knowledge and skills that may be useful to these careers:

Marketing Communications Manager

As a Marketing Communications Manager, you will implement marketing communication strategies through public relations, social media, and branding initiatives. This course can help prospective Marketing Communications Managers enhance their persuasive communication and presentation skills, and learn how to create pitches that resonate with customers. This course would improve your work as a Marketing Communications Manager by helping you produce more effective presentations, social media posts, and other strategic communications.

See salaries and explore the career path for Marketing Communications Manager

Product Marketing Manager

Product Marketing Managers are responsible for the marketing and branding of products and services. They work closely with other departments, such as sales, engineering, and design, to ensure that products are marketed effectively. This course can help Product Marketing Managers leverage the language of market research and advertising, and improve their communication skills and persuasive techniques. By becoming more proficient in marketing English, Product Marketing Managers can communicate more effectively with international and cross-functional teams.

See salaries and explore the career path for Product Marketing Manager

Market Research Analyst

Market Research Analysts conduct research to understand the needs of customers and markets. They use this information to develop marketing strategies and campaigns. This course can help Market Research Analysts improve their ability to craft market research surveys, solicit feedback, and interpret graphs and charts. The persuasive communication techniques taught in this course will also help Market Research Analysts to share findings with decision-makers effectively.

See salaries and explore the career path for Market Research Analyst

Advertising Account Manager

Advertising Account Managers work with clients to develop and implement advertising campaigns. They manage client relationships, negotiate contracts, and track campaign performance. This course can help Advertising Account Managers refine their persuasive communication skills, allowing them to build stronger relationships with clients, present campaign ideas more persuasively, and track campaign results effectively.

See salaries and explore the career path for Advertising Account Manager

Sales Manager

Sales Managers lead and motivate sales teams to achieve revenue targets. They develop sales strategies, coach and train sales representatives, and forecast sales. This course can help Sales Managers improve their sales pitches, communicate more effectively with their sales teams, and develop persuasive sales strategies. The course's focus on international marketing and communication will also benefit Sales Managers who work with clients from different cultures.

See salaries and explore the career path for Sales Manager

Marketing Consultant

Marketing Consultants provide marketing advice and services to clients. They help clients develop marketing plans, implement marketing campaigns, and track results. This course can help Marketing Consultants build a foundation in marketing English and develop the skills they need to communicate effectively with clients and stakeholders. The course's focus on persuasive communication will equip Marketing Consultants with the skills they need to influence clients' decisions and help them achieve their marketing goals.

See salaries and explore the career path for Marketing Consultant

Brand Manager

Brand Managers are responsible for developing and managing brands. They work to create brand identities, develop brand strategies, and manage brand reputation. This course can help Brand Managers enhance their persuasive communication and presentation skills, and learn how to create pitches and campaigns that resonate with customers. By becoming more proficient in marketing English, Brand Managers can communicate more effectively with international and cross-functional teams and extend their brand's reach on a global scale.

See salaries and explore the career path for Brand Manager

Social Media Manager

Social Media Managers develop and execute social media strategies for organizations. They use social media platforms such as Facebook, Twitter, and LinkedIn to build brand awareness, engage with customers, and drive traffic to websites. This course can help Social Media Managers enhance their persuasive communication and presentation skills, and learn how to create social media posts that resonate with customers. By becoming more proficient in marketing English, Social Media Managers can communicate more effectively with international audiences and expand their brand's reach on social media.

See salaries and explore the career path for Social Media Manager

Public relations manager

Public Relations Managers manage public relations campaigns and communicate with the media on behalf of organizations. They work to build and maintain positive relationships with the media and the public. This course can help Public Relations Managers refine their persuasive communication and presentation skills, and learn how to communicate effectively with a wide range of stakeholders. The course's focus on international marketing and communication will also benefit Public Relations Managers who work with media outlets and stakeholders from different cultures.

See salaries and explore the career path for Public relations manager

Copywriter

Copywriters create written content for marketing campaigns, such as website copy, brochures, and advertisements. They work closely with marketing teams to develop messaging and ensure that written content is consistent with brand voice and tone. This course can help Copywriters refine their persuasive communication and presentation skills, and learn how to create written content that resonates with customers. The course's focus on international marketing and communication will also benefit Copywriters who work with clients from different cultures or who need to create content for global campaigns.

See salaries and explore the career path for Copywriter

Digital Marketing Manager

Digital Marketing Managers develop and execute digital marketing strategies for organizations. They use digital channels such as search engines, social media, and email to reach target audiences. This course can help Digital Marketing Managers enhance their persuasive communication and presentation skills, and learn how to develop effective digital marketing campaigns. The course's focus on international marketing and communication will also benefit Digital Marketing Managers who work with clients or teams from different cultures.

See salaries and explore the career path for Digital Marketing Manager

Event Marketing Manager

Event Marketing Managers plan and execute marketing events for organizations. They work to create memorable experiences for attendees and generate leads for sales. This course can help Event Marketing Managers enhance their persuasive communication and presentation skills, and learn how to create event marketing campaigns that resonate with customers. The course's focus on international marketing and communication will also benefit Event Marketing Managers who work with clients or attendees from different cultures.

See salaries and explore the career path for Event Marketing Manager

Marketing Analyst

Marketing Analysts collect and analyze data to measure the effectiveness of marketing campaigns and improve decision-making. They use data to track customer behavior, identify trends, and forecast future results. This course can help Marketing Analysts enhance their persuasive communication and presentation skills, and learn how to communicate data-driven insights to stakeholders. The course's focus on international marketing and communication will also benefit Marketing Analysts who work with clients or teams from different cultures or who need to analyze data from global campaigns.

See salaries and explore the career path for Marketing Analyst

Content Marketing Manager

Content Marketing Managers create and execute content marketing strategies for organizations. They use content such as blog posts, articles, and videos to attract and engage target audiences. This course can help Content Marketing Managers refine their persuasive communication and presentation skills, and learn how to create content that resonates with customers. The course's focus on international marketing and communication will also benefit Content Marketing Managers who work with clients or audiences from different cultures or who need to create content for global campaigns.

See salaries and explore the career path for Content Marketing Manager

PR Specialist

PR Specialists manage public relations campaigns and communicate with the media on behalf of organizations. They work to build and maintain positive relationships with the media and the public. This course can help PR Specialists refine their persuasive communication and presentation skills, and learn how to communicate effectively with a wide range of stakeholders. The course's focus on international marketing and communication will also benefit PR Specialists who work with media outlets and stakeholders from different cultures.

See salaries and explore the career path for PR Specialist