课程信息
4.6
97 个评分
14 个审阅
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为7 小时

建议:4 weeks of study, 1-2 hours/week...
可选语言

英语(English)

字幕:英语(English), 韩语, 西班牙语(Spanish), 中文(简体)...
专项课程
100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
完成时间(小时)

完成时间大约为7 小时

建议:4 weeks of study, 1-2 hours/week...
可选语言

英语(English)

字幕:英语(English), 韩语, 西班牙语(Spanish), 中文(简体)...

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 2 小时

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 个视频(共 46 分钟), 5 个阅读材料, 1 个测验
Video7 个视频
1.1 Introduction to Course1分钟
1.2 CSI in International Marketing11分钟
1.3 B2C Marketing6分钟
1.4 Interview B2C6分钟
1.5 Targeted Mini VSA8分钟
1.6 Marketing to Bottom of Pyramid8分钟
Reading5 个阅读材料
Syllabus10分钟
Recommended Reading on Noon Nopi10分钟
Let's Connect on Social Media10分钟
Slides10分钟
References10分钟
Quiz1 个练习
Lesson 1 Practice Quiz10分钟
2
完成时间(小时)
完成时间为 1 小时

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 个视频(共 44 分钟), 3 个阅读材料, 1 个测验
Video5 个视频
2.2 Market Targeting8分钟
2.3 Market Positioning10分钟
2.4 Self Positioning8分钟
2.5 Interview Phil Zerrillo4分钟
Reading3 个阅读材料
Recommended Reading on Marketing Strategy10分钟
Slides10分钟
References10分钟
Quiz1 个练习
Lesson 2 Quiz10分钟
3
完成时间(小时)
完成时间为 1 小时

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 个视频(共 44 分钟), 2 个阅读材料, 1 个测验
Video4 个视频
3.2 Promotion Marketing12分钟
3.3 Place Marketing8分钟
3.4 Price Marketing11分钟
Reading2 个阅读材料
Slides10分钟
References10分钟
Quiz1 个练习
Lesson 3 Quiz10分钟
4
完成时间(小时)
完成时间为 5 小时

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 个视频(共 58 分钟), 3 个阅读材料, 3 个测验
Video9 个视频
4.2 S1: Social Marketing6分钟
4.3 S2: Small Marketing9分钟
4.4 S3: Simple Marketing7分钟
4.5 S4: Skip Marketing7分钟
4.6 S5: Sports Marketing9分钟
4.7 S6: Screen Marketing9分钟
4.8 S7: Set Marketing6分钟
Instructor's Thank You分钟
Reading3 个阅读材料
Slides10分钟
References10分钟
How to Record and Post Your Video10分钟
Quiz2 个练习
Lesson 4 Practice Quiz14分钟
Final Quiz50分钟
4.6
职业方向

50%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 VRJun 6th 2018

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

创建者 AGMar 10th 2016

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

讲师

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

关于 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....

关于 International Marketing & Cross Industry Growth 专项课程

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

常见问题

  • 注册以便获得证书后,您将有权访问所有视频、测验和编程作业(如果适用)。只有在您的班次开课之后,才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程,可能无法访问某些作业。

  • 您注册课程后,将有权访问专项课程中的所有课程,并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中,您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容,可以免费旁听课程。

还有其他问题吗?请访问 学生帮助中心