The reform of Network Marketing course in colleges and universities is imminent

August 25 in Sina Weibo, by well-known it bloggers, new media experts, Professor Chen Yongdong launched an online seminar, the topic is: Do you think the current University Network marketing (or new media marketing) courses in which content must be taught, which textbooks are more in line with the trend? Activities attracted a large number of well-known university professors, internet business executives, as well as the national relevant departments of the high degree of participation of researchers, cutting-edge career, unique views given to the network marketing educators a great inspiration. Here I have summed up some of the highlights of the day's discussions in order to better share and disseminate.

Without prejudice to the reader's understanding of the premise, as far as possible to retain the speaker's exact words.

Chen Yongdong: Scholars, associate professors and business operators in the field of domestic information management, E-commerce and media creativity. Guest professor, National high vocational and technical training base.

"My side of the teaching content: Network Marketing basics, network hard advertising, e-mail marketing, search engine marketing, instant Messaging marketing, BBS marketing, social media marketing, blog and Circle marketing, network video marketing, widget marketing, micro-blog marketing, mobile marketing, network integration marketing, marketing, etc. Teaching part depends on the textbook, part relies on the teacher to supplement "

"Microblogging marketing content requirements, should be 500 fans pass, 1000 fans good, 2000 fans can be gifted, after all, is the students, of course, but also to prevent fans fake"

"Teachers should have hands-on practice, to be in line with practice, to arrange appropriate experiments."

"Network marketing is best not to use ready-made textbooks, are too old, real teaching can refer to many of the latest books, and then to combine a large number of recent examples"

"New media marketing is more than online marketing more mobile marketing, digital terminal marketing, outdoor media marketing, car media marketing, etc."

"Some of the frontier things, even fragmentation, can also be introduced into the classroom, at least to have a case and explore the practice of"

"The new marketing revolution is in sight: interaction, UGC, Word-of-mouth, etc."

"Integrated marketing is important, integration marketing is not IMC, is a higher stage than IMC, its abbreviation is UM (Unified Marketing), the main emphasis on the whole process of marketing, always consider the user's experience at all times"

"Let students develop a focus on industry trends and trend habits"

Tangchingtong: One of the pioneers of social media marketing in China, a founding partner of Datang brand Marketing organization, member of expert committee of China Electronic Commerce Association Network integrated Marketing Research Center

"Search engine marketing, website analysis, social media marketing, internet advertising, effect analysis, and so on, if must and reality docking, now Network marketing, new media field teachers can be laid off, or unpaid practice to go, each course teacher difficult to recruit to the corresponding professionals." ”

Pan-Time Network Zhang for Shanghai Pan-Time Network Technology Co., Ltd. founder

"Do not change the textbook, so that students pay in the last year to the enterprise to practice." Note: Must not pay the internship, otherwise it is not good to learn.

"Search engine and SEO is the most important content, especially how to use SEO strategy in the Network marketing promotion of all aspects"

Liu Dongming Network Marketing expert, "Network Integrated marketing Weapon Spectrum" author

"Course content suggestions: Marketing website construction, hard advertising, search marketing, network video marketing, blog marketing, forum marketing, Widget, im marketing, viral marketing, network PR, etc. ”

"Whether teachers or students, must go to the enterprise to do, only to perceive." The limited time in the classroom and the simple simulation practice and the real network marketing operation are too different. The end of the paper to feel shallow, never know this matter to preach. ”

Tang Runhua, director of China-Foreign Media Development Strategy Research Center, Xinhua News Institute

"There is so much content in a class. One semester or two semesters? Can you finish? Some of the content seems to be able to find commonalities and merge.

Shampu, general manager of China Old Car network

"Let the people who hear the artillery make the decision, the school should add some people who can hear the fire as part-time or full-time teachers, otherwise the school curriculum is always deviated from society and reality." ”

Ma Qi Nelson Online senior vice President

"I think it's up to me." Strategic objectives-target decomposition and measurement indicators-tools and integration-marketing effect measurement "to design courses or content"

Below zero degree professor of Henan University of Finance and Politics, "biography of celebrities--wealth figures" deputy editor

"Network is a tool, network technology itself is not difficult to master, fill what content, how to fill in the content should be the core of network marketing." The use of case teaching and practical exercises combined with the teaching method will be more popular.

"At present students on the use of network technology than teachers, technology, this thing is changing, this term of the next semester may be outdated." What do the students lack? Just see a teacher proposed network sociology, I think this content will be inserted into the broader perspective of network marketing. ”

Master of Grass Roots, Shanghai University, management professor

"In the absence of a clear theoretical system, the professional boundaries are not yet clear, the combination from advertising, media, the real case of the business community, so that students think clearly, to understand, on the hands, do something." ”

"As far as the teaching form is concerned, the Internet marketing course can be set up as a lecture in terms of the conditions allowed, and an experienced member of the industry will be invited to give a special presentation on each course." In principle, the presenter should be trained in the basic education of MBA and above. ”

He, associate professor of Ningbo Institute of Technology, Zhejiang University, PhD in communication, Master Tutor

"I think Internet marketing should be taught separately. Content includes: Positioning theory, IMC theory, 4P and 4 C, network communication, public relations, TWITTER 2.0, Buzz Word-of-mouth spread. If we want more basic course content, then it is "two-level communication and opinion leaders (Razasfield), audience satisfaction (Katz), Interpersonal Communication exchange theory, and the mass communication theories of McGuire".

Peng, School of Journalism, Renmin University of China

Although the search engine, SNS, microblogging and other marketing means need special attention, but the traditional forum and other community marketing, is the basis, now use the forum marketing or a mainstream. ”

In teaching methods, let the student participate in the actual combat, the case teaching and so on, all are very good way, moreover, raises the student to the industry trend's attention and the insight is very important, in my previous class, each class lets a student talk about he observes the industry movement, everybody discusses together, unfortunately later did not persist. In addition, the use of Wikipedia and other interactive, is also a viable way. ”

Liu Junbin e-commerce teacher, a number of business marketing consultants

"Research on market and consumer buying behavior, marketing of network marketing, it technology, precision marketing, community and Word-of-mouth marketing, especially website promotion, service marketing." ”

In this seminar, I also learned a lot, here to their own ideas and share with you.

1, E-commerce Network Marketing teaching should focus on practice, to create internship opportunities for students. I think this should be combined with their own local characteristics, such as the compulsory business vocational college, they have the obligation commodity City this resource, there is sourcing, open shop is the best way to practice. But this approach is difficult to extend to other places.

2, Network marketing courses should be divided, there is to be combined. We must first divide the network marketing into the search engine marketing, the Community marketing, the blog marketing, the email marketing, IM marketing and so on, and as far as possible each method must speak in place, lets the student know the marketing method. Then it is to integrate, let students know in the specific circumstances, how to develop network marketing strategy, the use of which network marketing methods, which is the focus of the method.

3, it is very important to cultivate students ' awareness of network hotspots and trends. The development of the Internet is very fast, every day there are new things to produce, as teachers, it is impossible to all things have research, so students should have this ability.

4, this kind of activity should later make a little more, create some to let everybody discuss platform.