Informações sobre o curso
4.6
14 classificações
4 avaliações
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível intermediário

Nível intermediário

Horas para completar

Aprox. 10 horas para completar

Sugerido: 6 weeks of study, 1~2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Espanhol, Chinês (simplificado)
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível intermediário

Nível intermediário

Horas para completar

Aprox. 10 horas para completar

Sugerido: 6 weeks of study, 1~2 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Espanhol, Chinês (simplificado)

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
2 horas para concluir

Introduction to Capstone and Guidelines Using Exemplar Case

This is the beginning of the Capstone for the Specialization: International Marketing & Cross Industry Growth. You will become acquainted with an exemplar company Yuhan Kimberly both via a case and a video lecture, and then be provided specific guidelines on how to reference the case to complete your individual capstone projects....
Reading
5 vídeos (total de (Total 36 mín.) min), 4 leituras
Video5 videos
International Marketing & Cross Industry Growth Capstone1min
Guidelines for using the exemplar case: Yuhan Kimberly.10min
Expert Interview with Lorenzo Swank, CEO Pixio10min
A tip for the capstone project from Prof. Sunmee Choi8min
Reading4 leituras
Course Overview and Project Milestones Objectives5min
Exemplar Case: Yuhan Kimberlys
Honor Code and Plagiarism3min
Slides for Exemplar Case Video5min
Semana
2
Horas para completar
2 horas para concluir

Milestone 1: Situation Analysis

For Milestone 1, you will be expected to complete a Situation Analysis for a chosen company in a chosen industry. The major components of Milestone 1 will be A. A Noon Nopi Definition of the learners' Product. B. A Vision and Strategy Analysis. C. An Omni-Branding Analysis. And D. A SFU (Strong Favorable and Unique) Branding Analysis. ...
Reading
3 vídeos (total de (Total 20 mín.) min), 6 leituras, 1 teste
Video3 videos
Situation Analysis: Noon Nopi, Vision & Strategy7min
Situation Analysis: Omni Branding & SFU Analysis10min
Reading6 leituras
Slides for Situation Analysis Video5min
Situation Analytic Templates5min
Situation Analysis: Noon Nopi Definition and Rubrics10min
Situation Analysis: Vision and Strategy Analysis and Rubrics10min
Situation Analysis: Omni-Branding Analysis and Rubrics10min
Situation Analysis: SFU Branding Analysis and Rubrics10min
Semana
3
Horas para completar
2 horas para concluir

Milestone 2: Marketing Mix Analysis

For Milestone 2 you will complete a comprehensive Marketing Mix Analysis for a chosen company in a chosen industry. The major components of Marketing Mix Analysis will be A. Product: Tangible and Intangible Characteristics. B. Promotion: 5 W's (Who, What, to Whom, Which, and What Effect). C. Price: Total Benefits and Total Costs Analysis. And D. Place: Convenience Add-Ons Analysis. ...
Reading
3 vídeos (total de (Total 16 mín.) min), 6 leituras, 1 teste
Video3 videos
Marketing Mix Analysis: Product & Promotion7min
Marketing Mix Analysis: Price & Place7min
Reading6 leituras
Slides for Marketing Mix Analysis Video Lecture5min
Marketing Mix Analytic Templates5min
Marketing Mix Analysis: Product Analysis and Rubrics.10min
Marketing Mix Analysis: Promotion Analysis and Rubrics.10min
Marketing Mix Analysis: Price Analysis and Rubrics.10min
Marketing Mix Analysis: Place Analysis and Rubrics10min
Semana
4
Horas para completar
2 horas para concluir

Milestone 3: Cross Country Innovation

For Milestone 3 you will begin the first part of the CCCI (Cross-Country Cross-Industry) Innovation Approach, i.e. Cross Country expansion for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Country Expansion with the sub-components being: 1. Why do we need to go abroad? 2. What region? 3. What country? And 4. What segment? Component B is a reformulation of the Marketing Mix Actions for Cross Country Expansion with the sub-components being 1. Cross Country Product: Tangible and Intangible Characteristics. 2. Cross Country Promotion: 5 W's Analysis. 3. Cross Country Price: Benefits and Costs Analysis. And 4. Cross Country Place: Convenience Add-Ons Analysis. ...
Reading
3 vídeos (total de (Total 24 mín.) min), 4 leituras, 1 teste
Video3 videos
Innovating Across Borders: Key Decisions10min
Innovating Across Borders: Marketing Mix Modifications12min
Reading4 leituras
Slides for Cross Country Innovation Video Lecture5min
Cross Country Innovation Analytic Templates5min
Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.20min
Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.20min

Instrutores

Avatar

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

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

  • The key benefits you receive is to apply the concepts learned in the specialization to an actual managerial problem. More specifically, you will have a hands-on experience on how to expand an existing business or product across borders and to grow or source innovation ideas from another industry, hence CCCI, i.e. Cross-Country and Cross-Industry Innovation.

  • If the Capstone is conducted at a leisurely place (1~2 hours per week), it could be completed in about 6 weeks. If the learner speeds up the work (2~4 hours of work per week), then it can be done in half that time.

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