Este curso faz parte do Programa de cursos integrados Marketing internacional e crescimento industrial

Dae Ryun Chang

oferecido por

Programa de cursos integrados Marketing internacional e crescimento industrial Universidade Yonsei

Informações sobre o curso

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This course will act as the culmination of the Specialization: International Marketing & Cross Industry Growth. The aim is to help you apply what you have learned during the 16 weeks of the 5 courses and conduct an "action learning" project that will consist of the following:
1. Situation Analysis for their chosen company or brand.
2. Marketing Mix Analysis for their chosen company or brand.
3. Cross Country Innovation Plan when expanding abroad.
4. Cross Industry Innovation Plan when sourcing ideas or expanding into another industry.

All of these analyses will have templates that will be explained in the video lectures using an exemplar case, "Yuhan Kimberly." You will be required to choose a company on which these analyses will be performed. As such, the intent will be to provide you an integrated set of insights and application to a chosen managerial situation and problems at hand in the context of a specific region or country. You will be required to also choose another industry (from the ones covered in the Specialization: B2C, B2B, Healthcare, Hospitality, Entertainment, Sports) when developing your Cross Industry Innovation Plan. For example, if you work for a company in the Healthcare industry and have analyzed that company, you should then conduct a Cross Industry Innovation project using concepts from a different industry such as Entertainment.

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Curso 6 de 6 no

Programa de cursos integrados Marketing internacional e crescimento industrial

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível intermediário

Aprox. 11 horas para completar

Inglês

Legendas: Francês, Portuguese (European), Chinês (simplificado), Russo, Inglês, Espanhol

Instrutores

Dae Ryun Chang

Professor of Marketing

School of Business

50,403 aprendizes

7 Cursos

Certificados compartilháveis

Tenha o certificado após a conclusão

100% on-line

Comece imediatamente e aprenda em seu próprio cronograma.

Curso 6 de 6 no

Programa de cursos integrados Marketing internacional e crescimento industrial

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível intermediário

Aprox. 11 horas para completar

Inglês

Legendas: Francês, Portuguese (European), Chinês (simplificado), Russo, Inglês, Espanhol

oferecido por

Universidade Yonsei

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.

Programa - O que você aprenderá com este curso

Semana

Semana 1

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.

2 horas para concluir

5 vídeos (Total 36 mín.), 4 leituras

5 videos

Introduction to Specialization3min

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

4 leituras

Course Overview and Project Milestones Objectives5min

Exemplar Case: Yuhan Kimberly1h

Honor Code and Plagiarism3min

Slides for Exemplar Case Video5min

Semana

Semana 2

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.

2 horas para concluir

3 vídeos (Total 20 mín.), 6 leituras, 1 teste

3 videos

Milestone 1: Situation Analysis Intro44s

Situation Analysis: Noon Nopi, Vision & Strategy7min

Situation Analysis: Omni Branding & SFU Analysis10min

6 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

Semana 3

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.

2 horas para concluir

3 vídeos (Total 16 mín.), 6 leituras, 1 teste

3 videos

Milestone 2: Marketing Mix Analysis Intro33s

Marketing Mix Analysis: Product & Promotion7min

Marketing Mix Analysis: Price & Place7min

6 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

Semana 4

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.

2 horas para concluir

3 vídeos (Total 24 mín.), 4 leituras, 1 teste

3 videos

Milestone 3: Cross Country Innovation Intro49s

Innovating Across Borders: Key Decisions10min

Innovating Across Borders: Marketing Mix Modifications12min

4 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

Sobre Programa de cursos integrados Marketing internacional e crescimento industrial

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.

Perguntas Frequentes – FAQ

Quando terei acesso às palestras e às tarefas?
O acesso a palestras e tarefas depende do tipo de inscrição. Se você participar de um curso como ouvinte, você poderá ver quase todo o conteúdo do curso gratuitamente. Para acessar tarefas valendo nota e obter um Certificado, você precisará adquirir a experiência do Certificado, durante ou após a participação como ouvinte. Se você não vir a opção de participar como ouvinte:
o curso pode não oferecer essa opção. Você pode experimentar um teste gratuito ou solicitar o auxílio financeiro.
Em vez disso, o curso pode oferecer 'Curso completo, sem Certificado'. Com esta opção, é possível ver todo o conteúdo do curso, enviar as avaliações necessárias e obter uma nota final. Isso também significa que você não poderá comprar uma experiência de Certificado.
O que recebo ao me inscrever nesta Especialização?
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.
Is financial aid available?
Sim, a Coursera oferece auxílio financeiro ao aluno que não possa pagar a taxa. Faça a solicitação clicando no link Auxílio Financeiro, abaixo do botão "Inscreva-se" à esquerda. Preencha uma solicitação e será notificado caso seja aprovado. Você terá que completar esta etapa para cada curso na Especialização, incluindo o Trabalho de Conclusão de Curso. Saiba mais .
What benefits do I receive for taking the Capstone Project?
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.
How long will the Capstone take?
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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International Marketing & Cross Industry Growth Capstone Project