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(Teachers who have such experience will only give a lot of money to the price)
Another questionable point is “education” itself. Many people think that “education” has boundaries.
Especially “classroom teaching”, people choose “listen to teacher lectures” obviously not only for gaining knowledge and listening to stories, but more importantly, mastering the corresponding knowledge system or skills through planned and systematic learning, and then gaining Stable output.
For example, in mathematics, you can get a definite result by entering the corresponding conditions after mastering the formula. The same is true for liberal arts subjects, such as linguistics. If you master the concept of morphemes, you can basically understand the “structure” of most words, and then complete the interpretation of the meaning of words.
But “marketing” with too many variables and more personalities than generality is obviously not suitable for this scenario. Individual differences can often bring about completely different execution effects, and such differences cannot be effectively intervened through “teaching” , Such as industry environment, team capabilities, market trends.
To put it simply, they are all reversed from “successful cases”, so who can read and comprehend analysis and summary?
In addition to the association between “marketing” itself and “consumerism”, in short, “marketing class” is almost “original sin” in the public context. Especially in today’s stigma of “pay for knowledge”, whether it is a marketing tutor or a student, most people generally hold an attitude of disapproval.
(On Douban for “HarvardIn his own slot”-he can almost correspond to the most critical slot of each story with the party A, leaders, and colleagues he has contacted, and then laughed that his stomach hurts, just like listening to a talk show Open wheat.
And the result is that when the teacher finally determined the nature of the class, he “actually felt that the teacher really wanted to understand what we really need” for a moment, and then naturally accepted this point of view:
“The teacher said that he’tested the law by his own body’. If he can’t teach by example, he can at least help everyone learn from it.”
In other words, the teacher defines the essence of “marketing lesson” as “specimen”, and the focus is to give full play to reference value.
Li Ge “almost” believed it. The reason for “almost” is because when he “unfortunately” added the teacher’s personal WeChat, and “unfortunately” swiped into the circle of friends a few days later, so that “suddenly reacted”:
“What is’marketing is difficult, but no one can deny the possibility’. As a teacher who pays for classes, why do you still preach’agnosticism”?”
stress
In fact, it is not only ordinary people who oppose “marketing class” and “case class”. In fact, many bigwigs have discussed the “difficulty” of such courses.
Zhou Hongyi mentioned in a speech, “We have read too much entrepreneurial history, but these entrepreneurial histories have a problem, that is, it is easy to fail because of consequences. After success, everything is foresight and strategic planning in the past, so many successes That’s how you learned it. But in fact, entrepreneurial success has no rules to follow. Success is accidental, and failure is inevitable.”
But many students think that “disapproval of marketing courses” is actually “a privilege of big guys”, because “big guys do not have the pressure of ordinary people”-and this is often ordinary people “knowingly have IQ Taxes are still happyThe core reason for fatigue.
Chen Li is the operation of a well-known educational institution in Beijing. She has been in business for three years and has become accustomed to enrolling in classes two years ago.
“Competitive pressure is high, and I want to learn systematically.” Chen Li answered why he wants to apply for classes.
Operation is a profession with a very low entry barrier. There are no special professional requirements, basically anyone can do it. This has also caused the competitive pressure of our position to be extremely high. In addition, it is not easy to go from elementary to advanced operations, so most of the time, what you can do is also capable of fresh graduates.
In order to increase her competitiveness in the workplace, Chen Li started to apply for many online courses for herself since two years ago. Here, in addition to the systematic courses of well-known institutions, the knowledge of various so-called big coffees is paid, and some unknown small classrooms are also frequent visitors on Chen Li’s course list.
“These prices range from a few hundred to a thousand. After two years, it cost more than 5000.”
For Chen Li, the biggest cost of learning these courses is not money, but time.
In the Internet industry in Beijing, especially in jobs such as operations, work pressure and daily rhythm are unimaginable for many outsiders, even far beyond the legendary programmers who need “996”. For example, Li Ge, who has been in the North Drift for two years, remembers himself and almost never left work before 11 o’clock – and this time is still early on the whole Zhichun Road, and the happy hot pot at 10 o’clock is still very lively – and it does not It doesn’t mean to stop working, he still has to follow up data and feedback online.
This rhythm is more prominent on “holidays”, because the company’s holiday notices often indicate “all departments are ready for work adjustments, except for operations.”
The term “except for operations” is too suitable to be used to create pressure.As for the serious sequelae he still left, he must go out on holidays, even if he does not want to stay indoors aimlessly. Because it’s horrible to be “spent all the time”.
However, even under such high-intensity work pressure, Chen Li still takes a fixed time every day to study.
“Every day after get off work, I basically don’t chase dramas when I have dinner. I listen to it when I have time. Then most of the time is on weekends. I don’t want to go out at all after a week of tiredness. I just listen to lessons at home.”
But even with such hard work, when we talked about the effects of learning, the one word Chen Li said most was “focus on practice.” “After learning so much, about 40% of the knowledge can be used in work, as for more parts, focus on practice.”
As for why only 40% of the knowledge can be used, in Chen Li’s view, the main reason is that the most popular education on the market is K12. In the training, the teacher’s main way of explaining is case disassembly, so many cases are based on K12.
But unlike K12 for parents and children, Chen Li’s job is a civil service examination, mainly for college graduates and adults who have already participated in the work, so many methods derived from success stories of others in the classroom are not so. Useful.
In Chen Li’s view, operations vary from time to time, and what is more important is to “focus on practice” in actual scenarios. So many cases and methods may not be useful now, but after more practice, I believe there will always be opportunities.
For Chen Li, the pressure from the workplace is the main reason why she keeps taking classes. In my opinion, behind this kind of pressure is actually a kind of anxiety about the status quo in the workplace.
However, anxiety and anxiety are also different. Like Chen Li, she may not realize her anxiety, but just think she needs to work harder. For other people who know their anxiety well, they will have a different attitude towards online marketing courses.
placebo
Acai is probably the person in my circle of friends who spends the most on “paying for classes”. He is an employee of a state-owned enterprise in a second-tier city. He has graduated for three years and has applied for dozens of online courses so far. The price ranges from tens of yuan to tens of thousands of yuan, from research to various marketing skills training. He didn’t dare to calculate the accumulation.
But with ChenLi is different from non-stop enrolling classes driven by professional pressure. A Tsai’s demands for enrolling classes do not seem to be typical. He summarized it as “anxiety.”
“Have you not found that people are always in a state of anxiety? Anxious about the current situation and anxious about the future.”
Acai feels that although everyone is anxious, everyone has different ways of coping with anxiety. Some people like to avoid and transfer anxiety, such as playing games and using vibrato. At least they are not anxious during that time.
“And I am different. I need to constantly ingest new knowledge to improve myself, and in this way to deal with the anxiety caused by the uncertainty of the future.
So for me, I don’t particularly care about what I have learned. Over the years, I have signed up for civil service training, tested fire engineer, BIM engineer, and registered architect. Of course, all kinds of online marketing courses, financial management, education, and career development courses also cost no less. “
“There is nothing more suitable for alleviating anxiety than the basic operation of’marketing’, which is a class of’doing big things with a small amount of money’ and’excellent wit’.”
(A Cai casually took a screenshot of me)
With this kind of mentality, A Tsai did not care about the quality of the “courses” for a long time, and was very frank that he did pay a lot of “IQ taxes” in the early application stage: “I used to Being fooled, some posters, under the name of well-known big coffee, said that they wanted to share some unique insights, which I understood at the time.”
And “paying an IQ tax” is not entirely a bad thing, because no matter what class you take, it will eventually become “experience”, and “experience” can play a very important role in the “late stage of the class.” For example, adjust expectations flexibly, know which courses are worth spending money, which parts of the course are worth listening to, and what words the teacher said are worthy of trust.
He even thinks that the growth process of “from IQ tax to experience” is notEveryone needs it, because they also believe that the existence of “IQ tax” may also be a tacit lie between students and teachers: The students know that they are anxious, and the teachers know that they are selling anxiety—— Compared with the class, what both parties actually completed is a psychological counseling.
One of his classmates is very typical. He once told this classmate that the content of the teacher’s lecture was “unreliable” when he was in a class. He felt that the teacher was just a “knowing mover”, “one case per case”, “the theme of the whole class” Basically, it can be summarized as “You haven’t heard of it””. I felt it was very worthless and wasted an afternoon.
But the classmate felt “disgusted” with him, and asked, “If you don’t talk about this, what should you talk about?”
At the time, he felt that his classmates “had a crooked butt”, “How can I comfort myself as a paying student from the standpoint of a toll collector”. Later, he got through the knot: “If you think about it, he can cooperate in this way, which shows that the teacher’s marketing theory is really effective.”
I have seen many similar behaviors on the Internet. In the community discussion, the netizen “Li Li” believed that although most marketing courses are useless, as long as they are not “external to evil spirits”, there is no harm in learning more.
According to what he said, he often sign up for various courses online, but basically it doesn’t cost money. Sometimes there are some paid courses, all of which are more than ten dollars.
I later told the story of Acai and “Mo Li” to Xu Nan, who pays for knowledge. His attitude is “this is all normal”, and he believes that as long as the method of choosing the course is correct, the learning process will be fragmented. Some valuable things can also be found in. For example, when the private domain traffic is hot, Xu Nan is the first private domain traffic community to establish work based on the teaching in the paid course.
It’s just that Xu Nan reminded me of another point: in fact, they are the most typical portraits, because from his later data, there are indeed many users who will not really learn after signing up:
“For example, our class usually lasts for a month and a half, and we will form a group after the course begins. However, apart from the first class, about 30-40% of the students in the subsequent courses need to be reminded by the class teacher. Of course, even so, there are still many students who will not attend classes for various reasons such as busy work.
Many people may have the urge to learn some knowledge when signing up, but there are still a few who can really persist. “
postscript
Why is the “marketing class” able to maintain a strong vitality in the process of people’s continuous falsification? In fact, I once planned to put this issue aside more to the platforms that started the course and listen to their thoughts-or, listen to them from their own perspectives to refute “is the marketing class a fallacy in the end”.
Unfortunately, many marketing academies and marketing course platform operators refused my interview request when they learned that “I will not expose too many brands” and did not respond to “who “Who is believing” showed too much interest and ended the conversation with “oh oh”.
But in a sense, this may have already given the answer:
The marketing course itself is actually a successful marketing. The moment you complete the payment and be pulled into the WeChat group, its mission has been completed-the established strategy begins to work on you, and you begin to play the individual factor that determines the effectiveness of the strategy degree.
My colleague said, this is like a strange phenomenon that has always existed in the workplace today. On the one hand, professional programmers are unemployed and can’t find a job; on the other hand, more and more people are coming to succeed. Learn programming, thinking that as long as you learn python you can find a good job. If you still can’t find a job after you finish studying, can you say it’s because python is not good?
“Look, it’s not python, but the world.”
At the request of the interviewee, the characters in the text are all aliases