Informações sobre o curso
4.6
97 classificações
14 avaliações
This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter "S" and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing. After you successfully complete this course learners will obtain the following outcomes: (1) from a business to consumer standpoint (B2C), learn how to approach consumers as science investigators. (2) an understanding of how to enter international markets, select targets and position their brands. (3) achieve deeper insights into the core meaning of international marketing elements, i.e. product, promotion, place, and price in the international marketing context, and their inter-element relationships with each other. (4) acquire new thinking about innovating in marketing with the 7S approach: social, small, simple, skip, sports, screen, and set marketing with cross-country and cross-industry innovation implications....
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cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Approx. 6 hours to complete

Sugerido: 4 weeks of study, 1-2 hours/week...
Comment Dots

English

Legendas: English, Korean, Spanish, Chinese (Simplified)...
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Approx. 6 hours to complete

Sugerido: 4 weeks of study, 1-2 hours/week...
Comment Dots

English

Legendas: English, Korean, Spanish, Chinese (Simplified)...

Programa - O que você aprenderá com este curso

Week
1
Clock
2 horas para concluir

B2C (Business to Consumer) Marketing

During Week 1, we will focus on B2C Marketing which stands for Business-to-Consumer Marketing. We start the week by learning about CSI which here stands for Consumer Science Investigation. We then learn about other facets of consumer behavior in international marketing. Moreover, the Vision-Strategy-Action framework and its examples will be applied to B2C marketing. Learners will also be introduced to an under-represented target in international marketing- the Bottom of the Pyramid. Finally, the week is rounded out by interviews with B2C marketing specialists to let learners know the B2C trends such as technological developments that aid in understanding consumers....
Reading
7 vídeos (Total de 46 min), 5 leituras, 1 teste
Video7 videos
1.1 Introduction to Course1min
1.2 CSI in International Marketing11min
1.3 B2C Marketing6min
1.4 Interview B2C6min
1.5 Targeted Mini VSA8min
1.6 Marketing to Bottom of Pyramid8min
Reading5 leituras
Syllabus10min
Recommended Reading on Noon Nopi10min
Let's Connect on Social Media10min
Slides10min
References10min
Quiz1 exercício prático
Lesson 1 Practice Quiz10min
Week
2
Clock
1 hora para concluir

Entry, Targeting and Positioning

During Week 2, we start from a macro analytical view of how to determine a market landing strategy and an initial launch in foreign markets. Then the course will narrow down the focus to a micro analytical approach – the STPs of marketing – Segmentation, Targeting and Positioning. For segmentation, several segmentation bases will be introduced. For targeting, the target selection process and basic target market criteria will be discussed. For positioning, we will learn the effect of the 3Cs, i.e. how Consumers, Competitors and Company impact the positioning when we want to achieve the ultimate Noon Nopi....
Reading
5 vídeos (Total de 44 min), 3 leituras, 1 teste
Video5 videos
2.2 Market Targeting8min
2.3 Market Positioning10min
2.4 Self Positioning8min
2.5 Interview Phil Zerrillo4min
Reading3 leituras
Recommended Reading on Marketing Strategy10min
Slides10min
References10min
Quiz1 exercício prático
Lesson 2 Quiz10min
Week
3
Clock
1 hora para concluir

Marketing Mix and Cross Country & Cross Industry Growth

Week 3 will introduce learners to the four major elements of marketing execution, the 4Ps, i.e. product, promotion, price and place. At the start of each video, the fundamental concept of each P will be explained. Then, the concept of each P will be expanded in terms of their Cross Country and Cross Industry (i.e. CCCI) Innovation implications. In addition, the learner will understand how one element of can be symbiotically related to the other elements....
Reading
4 vídeos (Total de 44 min), 2 leituras, 1 teste
Video4 videos
3.2 Promotion Marketing12min
3.3 Place Marketing8min
3.4 Price Marketing11min
Reading2 leituras
Slides10min
References10min
Quiz1 exercício prático
Lesson 3 Quiz10min
Week
4
Clock
5 horas para concluir

7S of International Marketing Innovation

Week 4 will explain the ‘out of the box’ thinking for marketing in terms of the 7S's of Marketing Innovation: Social Marketing, Small Marketing, Simple Marketing, Skip Marketing, Sports Marketing, Screen Marketing and Set Marketing. Here too we will examine their CCCI Innovation implications. ...
Reading
9 vídeos (Total de 58 min), 3 leituras, 3 testes
Video9 videos
4.2 S1: Social Marketing6min
4.3 S2: Small Marketing9min
4.4 S3: Simple Marketing7min
4.5 S4: Skip Marketing7min
4.6 S5: Sports Marketing9min
4.7 S6: Screen Marketing9min
4.8 S7: Set Marketing6min
Instructor's Thank Youmin
Reading3 leituras
Slides10min
References10min
How to Record and Post Your Video10min
Quiz2 exercícios práticos
Lesson 4 Practice Quiz14min
Final Quiz50min
4.6
Direction Signs

50%

comecei uma nova carreira após concluir estes cursos
Briefcase

83%

consegui um benefício significativo de carreira com este curso

Melhores avaliações

por VRJun 6th 2018

Very abundant amount of information was provided in terms of International Marketing strategies (7S).

por AGMar 10th 2016

Very much interesting & informative course along with a knowledgeable friendly instructor.

Instrutores

Dae Ryun Chang

Professor of Marketing
School of Business

Sobre Yonsei University

Yonsei University was established in 1885 and is the oldest private university in Korea. Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia....

Sobre o Programa de cursos integrados International Marketing & Cross Industry Growth

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries....
International Marketing & Cross Industry Growth

Perguntas Frequentes – FAQ

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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