课程信息
4.6
205 个评分
55 个审阅
About this Course This course brings together two key subjects, International Marketing and Cross Industry Innovation. It will provide the basic foundations of international marketing and then explain how companies can grow by going abroad or sourcing ideas/expanding into other countries or industries. This is summarized as CCCI: Cross-Country and Cross-Industry Innovation, a term and analytical platform used throughout not only this course but others in the specialization. As an introductory course, we keep the concepts short and simple in order to ease learners into the wonderful world of international marketing. More specific operational aspects such as managing the product, price, place and promotion as well as targeting and positioning will be provided in the second course of the specialization. After you successfully complete this course learners will obtain the following outcomes: (1) an understanding of the core meaning of marketing and international marketing. (2) learn that international marketing is about striking the right balance between maximizing the similarities across cultures (Etic approach) and customizing marketing (Emic approach) to important local differences. (3) learn about how to source or expand into other industries at home or abroad via cross industry innovation. (4) obtain a solid foundation for subsequent courses such as course 2 (International Marketing Entry and Execution) and the industry-specific courses in the specialization....
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100% 在线课程

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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建议:3 weeks of study, 1-2 hours/week

完成时间大约为6 小时
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English

字幕:English, Spanish, Chinese (Simplified)

您将获得的技能

Global MarketingMarketingBrand ManagementMarketing Strategy
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

建议:3 weeks of study, 1-2 hours/week

完成时间大约为6 小时
Comment Dots

English

字幕:English, Spanish, Chinese (Simplified)

教学大纲 - 您将从这门课程中学到什么

1

章节
Clock
完成时间为 2 小时

What is Marketing?

What is “Marketing”? In this first lesson you will learn the concept of Marketing and of the components involved in its effective execution. The most important concept and word that is introduced in Video 1.3 is "Noon Nopi" which originates from Korean and means "Eye Level." Marketing will be defined as companies' attempt to match their eye level to those of consumers. In Video 1.4, the 4 main executional tools of marketing, product, price, place and promotion are explained. In Video 1.5, we learn what culture means and how to compare cultures across countries along dimensions that are similar (Etic) and those that are fundamentally different (Emic). The lesson ends with an interview with the Vice President of Brand Management FD, Global Sales and Marketing Company at LG Electronics, Mr. Jeongseok Lee. He explains LG's international marketing strategy and challenges faced such as with innovations created in Nigeria, India and Indonesia....
Reading
6 个视频(共 51 分钟), 5 个阅读材料, 1 个测验
Video6 个视频
1.1 Introduction to Course1分钟
1.2 What is Marketing?10分钟
1.3 What is Marketing Execution?6分钟
1.4 Cross Cultural Analysis Platforms15分钟
1.5 LG Interview (Jeongseok Lee)13分钟
Reading5 个阅读材料
Syllabus10分钟
References10分钟
Let's Connect on Social Media10分钟
Slides10分钟
Recommended Reading on Noon Nopi10分钟
Quiz1 个练习
Lesson 1 Quiz10分钟

2

章节
Clock
完成时间为 2 小时

What is Marketing Strategy?

After completing Video 2.1 successfully, you will be able to explain marketing strategy basics and avoid marketing myopia. You will also be able to use the VSA framework tool in order to find weak signals and help your company survive market tsunamis. Next, in Video 2.3 you will learn a key concept called "Transing" which is a strategy for coping with change in the corporate environment. We apply "Transing" not only to brands, such as Starbucks, but also to individuals, such as Professor Dae Ryun Chang to illustrate how we can transition when aspiring for loftier long term goals. Transing then sets you up for Video 2.4 and the core concept of Cross Industry Innovation -how companies can source ideas or expand into different industries. In the last two videos, you are given the opportunity to hear from two experts in the field: (1) Mr. Siwan Ryu discusses how Mosquito Away, a major new product was developed at LG Electronics with cross-disciplinary collaboration and (2) Ms. Hye-Won Lee talks about how Swarovski's new product ideas such as wearable jewelry was sourced from other industries....
Reading
6 个视频(共 60 分钟), 3 个阅读材料, 1 个测验
Video6 个视频
2.2 VSA12分钟
2.3 Transing11分钟
2.4 Cross Industry Innovation12分钟
2.5 LG Interview (Siwan Ryu)9分钟
2.6 Luxury Marketing Interview H. Lee1分钟
Reading3 个阅读材料
References10分钟
Slides10分钟
Recommended Reading on Marketing Strategy10分钟
Quiz1 个练习
Lesson 2 Quiz10分钟

3

章节
Clock
完成时间为 4 小时

What is Branding?

This lesson will introduce learners to the important concept of brand management at its various levels. It starts by examining the fundamental functions of brands (Video 3.1). Then, we derive the implications for branding for companies going abroad (Video 3.2) in a "Cross Country" growth path. Finally, we discuss how companies entering into new industries should think about brands especially about whether or not to extend brands in a "Cross Industry" growth path (Video 3.3). Learners are also introduced to the ASIANA COBRA paradigm that allows brands to be analyzed in a broader than usual perspective that includes, the brand, the company, the country of origin and the region. Although it originates from an Asian perspective, it can be easily applied to other regions such as North America, South America, Africa or Europe. ...
Reading
6 个视频(共 52 分钟), 3 个阅读材料, 3 个测验
Video6 个视频
3.2 International Branding Strategy12分钟
3.3 Cross Industry Branding10分钟
3.4 ASIANA COBRA part111分钟
3.5 ASIANA COBRA part28分钟
Instructor's Thank You分钟
Reading3 个阅读材料
References10分钟
Slides10分钟
How to Record and Post Your Video10分钟
Quiz2 个练习
Lesson 3 Quiz10分钟
Final Quiz40分钟
4.6

热门审阅

创建者 ACSep 13th 2017

The course was really good considering the different way of teaching that was involved during the complete course and the various domains that were covered. It was a great experience. Thank You.

创建者 BBOct 3rd 2017

very helpful , clear explanations and i really like the style that during the presentation questions bars had appeared it helped a lot to pay attention and stay focused.

讲师

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

  • 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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