このコースについて
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100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

約7時間で修了

推奨:4 weeks of study, 1-2 hours/week...

英語

字幕:英語, 韓国語, スペイン語, 中国語(簡体)

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

約7時間で修了

推奨:4 weeks of study, 1-2 hours/week...

英語

字幕:英語, 韓国語, スペイン語, 中国語(簡体)

シラバス - 本コースの学習内容

1
2時間で修了

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.

...
7件のビデオ (合計46分), 5 readings, 1 quiz
7件のビデオ
1.1 Introduction to Course1 分
1.2 CSI in International Marketing11 分
1.3 B2C Marketing6 分
1.4 Interview B2C6 分
1.5 Targeted Mini VSA8 分
1.6 Marketing to Bottom of Pyramid8 分
5件の学習用教材
Syllabus10 分
Recommended Reading on Noon Nopi10 分
Let's Connect on Social Media10 分
Slides10 分
References10 分
1の練習問題
Lesson 1 Practice Quiz10 分
2
1時間で修了

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.

...
5件のビデオ (合計44分), 3 readings, 1 quiz
5件のビデオ
2.2 Market Targeting8 分
2.3 Market Positioning10 分
2.4 Self Positioning8 分
2.5 Interview Phil Zerrillo4 分
3件の学習用教材
Recommended Reading on Marketing Strategy10 分
Slides10 分
References10 分
1の練習問題
Lesson 2 Quiz10 分
3
1時間で修了

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.

...
4件のビデオ (合計44分), 2 readings, 1 quiz
4件のビデオ
3.2 Promotion Marketing12 分
3.3 Place Marketing8 分
3.4 Price Marketing11 分
2件の学習用教材
Slides10 分
References10 分
1の練習問題
Lesson 3 Quiz10 分
4
5時間で修了

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.

...
9件のビデオ (合計58分), 3 readings, 3 quizzes
9件のビデオ
4.2 S1: Social Marketing6 分
4.3 S2: Small Marketing9 分
4.4 S3: Simple Marketing7 分
4.5 S4: Skip Marketing7 分
4.6 S5: Sports Marketing9 分
4.7 S6: Screen Marketing9 分
4.8 S7: Set Marketing6 分
Instructor's Thank You12
3件の学習用教材
Slides10 分
References10 分
How to Record and Post Your Video10 分
2の練習問題
Lesson 4 Practice Quiz14 分
Final Quiz50 分
4.7
14件のレビューChevron Right

50%

コース終了後に新しいキャリアをスタートした

25%

コースが具体的なキャリアアップにつながった

International Marketing Entry and Execution からの人気レビュー

by VRJun 6th 2018

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

by AGMar 10th 2016

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

講師

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

延世大学校(Yonsei University)について

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....

International Marketing & Cross Industry Growth の専門講座について

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

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