课程信息
4.6
14 个评分
4 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。
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可灵活调整截止日期

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中级

中级

完成时间(小时)

完成时间大约为10 小时

建议:6 weeks of study, 1~2 hours/week...
可选语言

英语(English)

字幕:英语(English), 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。
中级

中级

完成时间(小时)

完成时间大约为10 小时

建议:6 weeks of study, 1~2 hours/week...
可选语言

英语(English)

字幕:英语(English), 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

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 个视频 (总计 36 分钟), 4 个阅读材料
Video5 个视频
International Marketing & Cross Industry Growth Capstone1分钟
Guidelines for using the exemplar case: Yuhan Kimberly.10分钟
Expert Interview with Lorenzo Swank, CEO Pixio10分钟
A tip for the capstone project from Prof. Sunmee Choi8分钟
Reading4 个阅读材料
Course Overview and Project Milestones Objectives5分钟
Exemplar Case: Yuhan Kimberly分钟
Honor Code and Plagiarism3分钟
Slides for Exemplar Case Video5分钟
2
完成时间(小时)
完成时间为 2 小时

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 个视频 (总计 20 分钟), 6 个阅读材料, 1 个测验
Video3 个视频
Situation Analysis: Noon Nopi, Vision & Strategy7分钟
Situation Analysis: Omni Branding & SFU Analysis10分钟
Reading6 个阅读材料
Slides for Situation Analysis Video5分钟
Situation Analytic Templates5分钟
Situation Analysis: Noon Nopi Definition and Rubrics10分钟
Situation Analysis: Vision and Strategy Analysis and Rubrics10分钟
Situation Analysis: Omni-Branding Analysis and Rubrics10分钟
Situation Analysis: SFU Branding Analysis and Rubrics10分钟
3
完成时间(小时)
完成时间为 2 小时

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 个视频 (总计 16 分钟), 6 个阅读材料, 1 个测验
Video3 个视频
Marketing Mix Analysis: Product & Promotion7分钟
Marketing Mix Analysis: Price & Place7分钟
Reading6 个阅读材料
Slides for Marketing Mix Analysis Video Lecture5分钟
Marketing Mix Analytic Templates5分钟
Marketing Mix Analysis: Product Analysis and Rubrics.10分钟
Marketing Mix Analysis: Promotion Analysis and Rubrics.10分钟
Marketing Mix Analysis: Price Analysis and Rubrics.10分钟
Marketing Mix Analysis: Place Analysis and Rubrics10分钟
4
完成时间(小时)
完成时间为 2 小时

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 个视频 (总计 24 分钟), 4 个阅读材料, 1 个测验
Video3 个视频
Innovating Across Borders: Key Decisions10分钟
Innovating Across Borders: Marketing Mix Modifications12分钟
Reading4 个阅读材料
Slides for Cross Country Innovation Video Lecture5分钟
Cross Country Innovation Analytic Templates5分钟
Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.20分钟
Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.20分钟

讲师

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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

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  • 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。

  • 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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