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      Terms of Use

      Chapter 1 General Rule

      Article 1 (Purpose)

      The purpose of these Terms and Conditions shall be that the customer (hereinafter referred to as "Member") using all member information services (hereinafter referred to as "Service") provided by the K-MOOC (hereinafter referred to as the "Site") operated by the National Institute for Lifelong Education (hereinafter referred to as NILE) and the 'Site' specify the terms and procedures and other necessary matters regarding the use of the 'Services'.

      Article 2 (Effect and Change of Terms)

      1. This Agreement will be effective when the Member clicks the "Agree" button in response to the question "Do you agree with the Terms?"

      2. The 'Site' may change these Terms and Conditions, and the modified Terms will be announced to 'Member's for 7 days prior to the effective date and will be effective on the applicable date'

      3. If 'Member' does not agree to the modified terms, 'Member' may stop using the 'Service' and withdraw. If 'Member' continues to use the 'Services' after the terms have been changed, the 'Member' shall be deemed to have agreed to the terms of this Agreement.

      Article 3 (Regulations other than the Terms and Conditions)

      When any matters not specified in these Terms and Conditions are specified in relevant laws and regulations, they shall be governed by the relevant laws and regulations.

      Chapter 2 Membership sign-up and Service Usage

      Article 4 (Usage Contract)

      Use of the 'Service' is permitted only if the 'homepage' is permitted and the 'Member' agrees to the Terms and Conditions.

      Article 5 (Application for Use)

      1. In order to use this service, you must record your information on the form prescribed by 'this site'.

      2. The user information shown on the subscription form is considered actual data. Users who do not enter real information will not be legally protected.

      Article 6 (Approval of Use Application)

      1. The 'Site' approves the use of 'Service's when 'Member' makes a complete application by writing all matters correctly. However, the following cases are an exception.

      ① If the application is made using someone else's name

      ② If you have filed a false application for the membership application form

      ③ If you applied for the purpose of hindering social well-being, order or morals

      ④ If you interfere with another person's use of the site services or take actions such ass tealing the information

      ⑤ If you do the acts prohibited by laws and regulations and the terms from using the site

      ⑥ If you do not have enough membership requirements set by the site

      2. The information that the member enters is shown below. In addition to the information below, the 'Site' may require the 'Member' to enter additional information.

      - Required items: Email, real name, ID, password, country, gender, year of birth

      - Optional items: Place of residence, the highest level of education, purpose of enrollment

      Article 7 (Change of Contract Items and Information Retention/Use Period)

      1. The 'Member', if changes are made to the information entered when applying for 'Service', must correct it online.

      2. From the moment you register as a 'member', the 'site' can hold and use the information of 'member'.

      3. From the moment the 'Member' leaves the site, the information of the 'Member' will not be available on the site. However, in order to protect personal information, the 'Site' may retain the information of the 'Member' for 20 days from the moment when membership is withdrawn.

      Article 8 (Collection of Personal Information by Cookies)

      1. The 'Site' sends cookies to the user's personal computer to provide specialized services for each user.

      2. In order for the user to be able to use it conveniently with one login, he or she must accept cookies.

      3. Cookies are used to identify the characteristics of users who visit the 'site'.

      4. Users can selectively accept cookies by adjusting options in the web browser. If you refuse to accept cookies, you will not be able to use the services that require log-in.

      Chapter 3 Cancellation of Contract

      Article 9 (Cancellation of Contract)

      1. 'Member' may initiate complaints about the processing of member information through online.

      2. When a 'member' wishes to terminate the service use contract, he or she may request the termination of the contract by e-mail with his or her name, ID, date of birth, or you must apply for withdrawal in 'membership withdrawal' menu of member information correction.

      Article 10 (Disqualification)

      In the event of the following reasons, the 'Site' may cancel the use contract without any prior notice or terminate the service use by determining a period.

      1. If you missed the 'Basic Information' in Article 6 (2)

      2. If you register with false contents when you apply for membership

      3. If you have stolen someone's ID and password

      4. If you infringe the intellectual property rights of the site, other members or third parties

      5. If you do the act of harming social well-being and order, public morals

      6. In the event of an act that damages or causes disadvantage to others' honor

      Chapter 4 Responsibility

      Article 11 (The Obligations of the 'Site')

      1. In order to facilitate the use of the sites affiliated with the 'Site', the 'Site' may share the information of the 'Member' with the affiliated sites, and for the purpose of sharing, the 'Site' can send cookies to the computer of 'Member'.

      2. The 'Site' does not disclose or distribute the personal information of 'Member' which is known by 'Service' provision to a third party without the consent of the user. However, the following exceptions apply.

      ① If there are special regulations in laws such as Act on Financial Real Name Transaction and Confidentiality, Use and Protection of Credit Information, Basic Law of Telecommunications, Telecommunications Business Act, Local Tax Act, Consumer Protection Act, Bank of Korea Act and Criminal Procedure Act

      ② When necessary for statistical writing / academic research or market research, if it is provided in an unidentifiable form for a specific individual

      ③ The 'Site' may use all or part of the information of 'Member' as statistical data related to the business'

      ④ The 'Site' strives to ensure that the 'Service' operates consistently and reliably. If the 'Service' is interrupted for any unavoidable reason, we will do our best to repair and recover it without delay. However, in case of natural disasters, emergencies, periodic system inspections and the necessity of 'NILE', we may stop or suspend the service temporarily.

      Article 12 (Consent on the Use of 'Member' Information)

      1. NILE operates various websites in addition to this site. NILE collects member's information for the purpose of providing services of the main site and various subsites operated by NILE, and can use the collected information of members.

      2. The 'Site' may be affiliated with various education related associations and business operators for the quality of their services and may share their membership information. In such case, the 'Site' shall disclose the partnership, purpose, and contents to the Terms in this Article and shall be provided to the Affiliates after the consent of 'Member' is obtained.'

      3. The consent of the 'Member' under the provisions of this Article shall be effected by clicking the button for subscribing to the information service provided in the Terms and Conditions and the entry screen of member enrollment information.

      Article 13 (Obligations of Member)

      1. 'Member's are responsible for the management of their ID and password.

      2. 'Member' shall not assign, give, loan his or her ID to another person or allow others to use it.

      3. If your ID is used improperly, the 'Member' must notify it to NILE.

      4. "Member" can not use the data registered in the post to conduct sales activities.

      5. 'Member' must receive a notice mail from the "Site".

      Article 14 (Member Posts)

      1. Posts include all writings made by members on the various boards of the 'Site'.

      2. Any loss or problem arising out of the information posted by members and Q&A is solely the responsibility of the member, and the 'site' is not responsible for it unless it is the intention of the 'site'.

      3. In the event of any claims, lawsuits, or any other disputes against the 'site' arising out of any third party due to the member' s posting, the member shall bear the cost of the settlement and process the dispute for the site, In the event that the 'Site' compensates the third party or damages occur to the 'Site', the member shall compensate the 'Site'.

      4. The 'Site' shall delete member's post without prior notice in the event that the post of the 'Member' fall under any of the following: However, the 'site' does not have any obligation to inspect or censor the post.

      ① If you defame a third party by slander

      ② In case of contents that hinder public order or good morals

      ③ In case of infringement of copyright of the 'Site' or copyright of third party etc.

      ④ When the posting period stipulated in the 'Site is exceed

      ⑤ In case of a commercial post, a money-making advertisement, a good luck letter, etc.

      ⑥ In case of not meeting the purpose of site opening

      ⑦ When other applicable laws and regulations are violated

      5. The 'Site' can process, sell, publish, etc. using the posts registered by 'Member's.'

      Chapter 5 Information Provision

      Article 15 (Information Provision)

      The 'Site' may transmit the necessary information or advertisement to 'Member' by e-mail or letter mail. If 'Member' dose not want this, the 'Member' can refuse the information from the subscription application menu and the member information modification menu. However, we may send a notice mail of the 'Site' of Article 13 (5) to the member who has refused to receive the information.

      Chapter 6 Exemption from Responsibility and Indemnification

      Article 16 (Responsibility)

      1. The 'Site' shall not be liable for any damages incurred to the 'Member' in connection with the use of the 'Service' unless there is intent or gross negligence of the 'Site'.

      2. The 'Site' does not endorse or warrant the appropriateness, accuracy, timeliness, credibility of information, products, services, software, graphics, voice and video related to the use of the 'Service'.

      Article 17 (Exemption from Responsibility)

      'NILE' will not be held responsible for any problems occurred to 'Member if disruption of service is due to natural disasters or unavoidable circumstances.

      Article 18 (Competent Court)

      The court shall be the court having jurisdiction over the location of the "NILE" or the court under the civil procedure law of the Republic of Korea.

      The laws of the Republic of Korea shall apply to the interpretation and application of these Terms and the settlement of any dispute relating to these Terms and Conditions.

      Copyright protection policy

      Copyright protection policy


      CCL (Creative Commons License)

      CCL is a free-use license that allows others to use their creations freely under certain conditions.



      Terms and conditions of permission

      Attribution (Author Display)


      It is an essential provision included in the license that the author must be indicated, such as the author's name and source.


      Noncommercial


      The work is not available for profit. It means that in order to use for profit, a separate contract is required.


      No Derivative Works


      It means that it is prohibited to change the work or to produce secondary works using the work.


      Share Alike (Allow to change the same conditions)


      It means that secondary works should be allowed to be produced, but the same license as the original works should be applied to secondary works.



      Terms and conditions of permission




      Author Indication (CC BY)


      You must mark the author's name, title of the work, and source.







      Author Indication-Non-Profit (CC BY-NC)


      If you reveal the author, you can use it freely, but you cannot use it for profit.







      Author Indication-No Change (CC BY-ND)


      If you reveal the author, you can use it freely, but you have to use it as it is without any changes.







      Author Indication-Allow to change the same conditions (CC BY-SA)


      If you reveal the author, you can freely use it and change the work, but the same license as the one applied to the original work should be applied to the secondary work.







      Author Indication-Non-Profit-Allow to change the same conditions (CC BY-NC-SA)


      It can be used if the author is identified, and the work can be changed, but it cannot be used for profit, and the same license as the original work must be applied to the secondary work.







      Author Indication-Non-Profit-No Change (CC BY-NC-ND)


      If you reveal the author, you can use it freely, but it cannot be used for profit and must be used as it is without change.




      Multilingual settings

      Home Courses Social Business Administration & Economics

      Course Introduction

      강좌소개

      <혁신 마케팅 CASE STUDY> 본 강좌의 목적은 기업과 개인으로 하여금 혁신의 창출과 마케팅에 대한 이해를 높이는 것이다. 본 강좌는 혁신과 마케팅의 이론과 전략 및 사례 분석을 제시하여 창업자와 기존 기업들이 응용능력을 배양하도록 하는 데 초점을 맞춘다.
      본 강좌의 주요 내용은 다섯 가지로 구성되어 있다. 첫째, 기업과 개인이 자신의 혁신성 정도를 평가하여 변화할 준비가 되어 있는지 알아보도록 한다. 둘째, 개인과 소비자는 왜 혁신에 저항하는지 그 이유를 알아본다. 셋째, 혁신기업들의 사례 분석을 통하여 혁신 마케팅에 관한 시사점을 찾아본다. 넷째, 효과적인 혁신 경영전략에 대하여 논의한다. 다섯째, 혁신 마케팅전략의 수립과 실행에 대해서 논의한다.

      이수 기준 : 60점 이상 시 이수증 발급

      평가 항목 평가 비율 평가 세부 내용 자기소개 및 수강 동기 10%
      • 간단한 자기소개 및 수강 동기를 작성하여 제출한다(업로드 유무)
      • 중간시험 주까지 제출 가능
      [중간]작은에세이 20%
      • 중간고사는 중간 작은 에세이로 대체한다.
      • 1주차에서 7주차마다 제시되는 [토론주제]의 질문 중 인상 깊은 주제를 1개 선택한다.
      • 선택한 주제에 대한 자신의 생각을 중심으로 짧은 글을 제출한다. 이때 수강생 자신의 경험과 생각을 바탕으로 한다.
      • 450자 이상(공백포함, A4 1/3 분량)
      • [중간]작은 에세이 제출기간은 강좌일정 및 공지사항, e-mail로 공지
      • 한글파일 또는 워드파일로 업로드 가능
      퀴즈 50%
      • 매 주차별 퀴즈 풀기
      • 매 주차 퀴즈 응시 후 [진행상황]에서 점수 확인 가능
      • 퀴즈문제를 풀 수 있는 기회는 문제당 2회
      • 퀴즈 점수 확인은 [진행상황]에서 매 주차별로 확인하실 수 있습니다
      [기말]작은에세이 20%
      • 기말고사는 기말 작은 에세이로 대체한다.
      • 9주차에서 14주차마다 제시되는 [토론주제]의 질문 중 인상 깊은 주제를 1개 선택한다.
      • 선택한 주제에 대한 자신의 생각을 중심으로 짧은 글을 제출한다. 이때 수강생 자신의 경험과 생각을 바탕으로 한다.
      • 450자 이상(공백포함, A4 1/3 분량)
      • [기말]작은 에세이 제출기간은 강좌일정 및 공지사항, e-mail로 공지
      • 한글파일 또는 워드파일로 업로드 가능


      강의 일정

      주차주차명강의내용퀴즈1어디에서 어느 정도 변화해야 하나?

      1-1 변화를 생각하는 틀

      1-2 나는 어느 정도 혁신적일까?

      1-3 우리 회사는 어느 정도 혁신적일까?

      X2변화의 양상

      2-1 어떤 변화가 일어나고 있는가?

      2-2 혁신 기업이 끌어가는 경제

      2-3 혁신 인재가 대우받는 일터

      O3혁신의 유형과 과정

      3-1 혁신이란 무엇인가

      3-2 혁신의 유형

      3-3 Technology-push VS. Market-pull

      3-4 존속성 기술혁신 vs. 와해성 기술혁신

      O4왜 소비자는 혁신에 저항하는가? (1)

      4-1 Rogers의 혁신이론

      4-2 전망이론

      4-3 소유효과

      O

      5왜 소비자는 혁신에 저항하는가? (2)

      5-1 현상유지 성향

      5-2 익숙한 것에 대한 선호/불확실성 회피 성향

      5-3 일관성 유지욕구

      O6혁신 마케팅 사례 연구 1

      6-1 알리바바와 중국 벤처 붐

      6-2 혁신자 일론 머스크의 테슬라

      6-3 제임스 다이슨의 다이슨

      X7혁신 마케팅 사례 연구 2

      7-1 아마존 vs. 라디오 쉑

      7-2 구글 vs. 야후!

      7-3 넷플릭스 vs. 블록버스터

      X8중간평가 : 작은에세이 제출9혁신 마케팅 사례 연구 3

      9-1 한미약품

      9-2 아모레퍼시픽

      9-3 사례연구 종합

      X10혁신, 어떻게 해야 하나?

      10-1 Porter의 전략적 포지셔닝

      10-2 블루오션 전략

      10-3 오픈 이노베이션

      O11혁신 기업이 되려면

      11-1 직원의 선발과 교육

      11-2 혁신 전략 수립

      11-3 조직 분위기 조성

      O12STP 전략

      12-1 시장 세분화

      12-2 표적 시장 선정

      12-3 포지셔닝

      O13시장 진입 전략

      13-1 타겟 시장의 설정

      13-2 독자 전략 VS 연합 전략

      13-3 시장 선도자 VS 후발 주자 전략

      O14가격 전략

      14-1 가격에 대한 관점

      14-2 고객 가치 기반의 가격 전략

      14-3 가격 결정 방법

      O15기말평가: 작은에세이 제출

      교수소개

      교수님소개
      문준연 교수

      [ 학력 ]
      미국 코네티컷대학교 경영학 박사 (마케팅 전공)

      [ 경력 ]
      현)한양대학교 경영학부 교수
      한양대학교 학술정보관장 역임
      한국마케팅과학회 회장 역임

      [ 주요저서 ]
      마케팅원론(형설, 2010)
      호감의 법칙(21세기북스, 2012)
      이노베이터는 왜 다르게 생각할까 (중앙북스, 2018)

      조교 소개

      조교님소개
      정성현

      [ 학력 ]
      2014년 한양대학교 일본언어문화학과 학사
      2015년 한양대학교 일반대학원 전략경영학과 석사(마케팅 전공)
      2017년 한양대학교 일반대학원 전략경영학과 박사과정 수료(마케팅 전공)

      [ 경력 ]
      2015년 한양대학교 일반대학원 석사학위 우수 논문상
      2016년 Global Marketing Conference (Hong Kong), “How to Present Price Premiums and Monetary Savings of Eco-friendly Products: A Mental Accounting Theory Perspectives”.
      2017년 송파구 사회적경제지원센터 “사회적 기업 창업 아카데미” 공익연계마케팅 강사
      조교님소개
      성혜인

      [ 학력 ]
      2014. 동덕여자대학교 경영학과 학사
      2016. 한양대학교 일반대학원 전략경영학과 석사(마케팅 전공)
      2017. 한양대학교 일반대학원 전략경영학과 박사과정 재학 중(마케팅 전공)

      [ 경력 ]
      2017년 EMAC & GAMMA Joint Symposium, “The Moderating roles of Scandalized Brand’s Relative Market Position and The Competing brand’s Consumer Loyalty in Spillover of Brand Scandal”.

      교재 소개

       

      문준연, 이노베이터는 왜 다르게 생각할까, 중앙북스, 2018
      Preview

      Field Social (Business Administration & Economics)

      Difficulty intermediate

      Operating Institute HANYANG UNIVERSITY ERICA

      Certificate Unissued

      Week 13 Week

      Learning recognition time 14Hour 35Minute (07Hour 11Minute)

      Course Registration Period 23.07.04 ~ 23.08.22

      Course Duration 23.07.04 ~ 23.08.28

      Phone Number 031-400-4288

      Subtitle language 영어 Others 1ea

      Course language 한국어(ko)

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