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Beyond the bottom line: marketing in a global context

根据联合国的最新预测,全球人口可能会增长到9人左右.7 billion in 2050. 世界上一些地区的大规模过度消费意味着,要维持目前的生活方式,so米直播体育将需要几乎三个星球来提供足够的自然资源.

Written by Allie Fitzgibbon |

Marketing professionals discussing a design brief
“so米直播体育将为你提供成功营销所需的基础知识, 但so米直播体育也会超越这些来增进你们对当代关键问题的理解.”

但在全球经济中,客户几乎可以通过Alexa购买任何东西,并期待当天送货, how can marketeers meet consumer demand ethically and sustainably? 随着大宗商品价格的飙升和不可预测的政治前景, so米直播体育可以从过去学到什么教训来迎接未来的挑战? Paul Dudley博士解释了创新的BSc营销是如何回答这些问题的.

The University of London, in partnership with member institution, Royal Holloway, and online learning platform, Coursera, has developed an exciting BSc in Marketing. 学位课程完全可以在网上学习,几乎可以在世界任何地方学习. But if you’re expecting simply to learn the basics of brand management, product pricing and Google ads, think again.

探索组织的历史和so米直播体育周围的世界,有助于so米直播体育看到事情在未来可能会如何发展.

Paul Dudley博士是皇家霍洛威商学院远程教育主任和Coursera市场营销理学士课程主任. 他解释了该课程如何支持学生在广泛的范围内考虑市场营销, interdisciplinary context.

“在皇家霍洛威学院,so米直播体育从社会学和政治的角度看待商业和管理. 这真的是皇家霍洛威学院的一个独特卖点,我认为这给了so米直播体育的学生一个重要的额外见解. Yes, so米直播体育将给你什么你需要在市场营销事业成功的基础, 但so米直播体育也会超越这些来增进你们对当代关键问题的理解.

“因此,在本课程考虑营销行业目前面临的重要课题的同时, such as our throw-away culture and the ‘always-on’ world, we’ll also understand the broader context in which organisations, institutions and other actors interact. 探索so米直播体育周围世界的历史维度有助于so米直播体育看到未来可能发生的事情.”

As we emerge from two years of the Covid-19 pandemic, the global economy is now being hugely impacted by inflation pressures, rising commodity costs and blockages in the supply chain, as well as the ongoing conflict in Ukraine.

Covid-19 had a huge impact on marketing. 再加上大宗商品成本上升和供应链瓶颈,现在有很多不可预测的因素在发挥作用.

达德利博士解释了营销人员如何从过去吸取教训,以便在动荡的商业环境中生存.

“Covid-19 had a huge impact on marketing. 随着生活成本的上升和全球通货膨胀,企业对消费者(B2C)的习惯发生了巨大的变化, those consumer habits are likely to continue to change. 再加上大宗商品成本上升和供应链瓶颈,现在有很多不可预测的因素在发挥作用."

so米直播体育已经看到了这些因素结合在一起的很好的例子,比如用于汽车的计算机芯片. 世界贸易组织指出,不到50%的商品是中间产品, meaning they have to be finished somewhere else. So if there’s a bottleneck and you run out of, for example, 制造汽车所需的电脑芯片那么生产过程就停止了."

so米直播体育今天面临的挑战与上世纪70年代的情况有非常有趣的相似之处, where we saw the conflict between Israel and Egypt, the oil price shock of 1973 and the rapid growth of third world debt. 因此,在历史背景下看待这些当前问题有助于so米直播体育理解它们.”

该项目还针对那些希望获得更广阔商业视野的人.

With modules including ‘Interpreting management, market and consumption’, ‘Market research and digital consumer culture’ and ‘Brands, branding and advertising’, the programme covers the fundamentals of marketing. 但达德利博士认为,理学士学位还能让学生获得他们长期职业成功所需的广泛商业头脑.

达德利博士解释说:“so米直播体育的目标是使该计划尽可能具有包容性。. “它既适用于私营部门,也适用于公共部门,涵盖了该学科的基础知识, including all the different activities of marketing, from branding and social media to e-commerce and advertising."

“但该课程也针对那些希望在发展营销专长的同时获得更广阔商业视野的人. By studying the subject from multiple vantage points, which is really a strength of Royal Holloway, 你将有一个强大的多面手背景,并发展一套可用于其他职能的技能, which is so important in the modern business world.”

营销学士学位课程是与Coursera合作推出的第二个学位课程, following the huge success of the BSc Computer Science, which began in 2019. Dr Dudley explained why the relationship works so well.

“这确实是so米直播体育之间的三方伙伴关系, Royal Holloway和Coursera非常棒的一点是so米直播体育都在为一个共同的目标而努力. We’re all passionate about helping people achieve their life goals. so米直播体育都对自己的工作充满热情,而且效果也很好.”

了解如何在so米直播体育的令人兴奋的未来职业生涯中留下自己的印记 BSc Marketing.