About this Course

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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

Approx. 10 hours to complete

Suggested: 6 weeks of study, 1~2 hours/week...

English

Subtitles: English, Spanish, Chinese (Simplified)

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

Approx. 10 hours to complete

Suggested: 6 weeks of study, 1~2 hours/week...

English

Subtitles: English, Spanish, Chinese (Simplified)

Syllabus - What you will learn from this course

Week
1
2 hours to complete

Introduction to Capstone and Guidelines Using Exemplar Case

5 videos (Total 36 min), 4 readings
5 videos
International Marketing & Cross Industry Growth Capstone1m
Guidelines for using the exemplar case: Yuhan Kimberly.10m
Expert Interview with Lorenzo Swank, CEO Pixio10m
A tip for the capstone project from Prof. Sunmee Choi8m
4 readings
Course Overview and Project Milestones Objectives5m
Exemplar Case: Yuhan Kimberly1h
Honor Code and Plagiarism3m
Slides for Exemplar Case Video5m
Week
2
2 hours to complete

Milestone 1: Situation Analysis

3 videos (Total 20 min), 6 readings, 1 quiz
3 videos
Situation Analysis: Noon Nopi, Vision & Strategy7m
Situation Analysis: Omni Branding & SFU Analysis10m
6 readings
Slides for Situation Analysis Video5m
Situation Analytic Templates5m
Situation Analysis: Noon Nopi Definition and Rubrics10m
Situation Analysis: Vision and Strategy Analysis and Rubrics10m
Situation Analysis: Omni-Branding Analysis and Rubrics10m
Situation Analysis: SFU Branding Analysis and Rubrics10m
Week
3
2 hours to complete

Milestone 2: Marketing Mix Analysis

3 videos (Total 16 min), 6 readings, 1 quiz
3 videos
Marketing Mix Analysis: Product & Promotion7m
Marketing Mix Analysis: Price & Place7m
6 readings
Slides for Marketing Mix Analysis Video Lecture5m
Marketing Mix Analytic Templates5m
Marketing Mix Analysis: Product Analysis and Rubrics.10m
Marketing Mix Analysis: Promotion Analysis and Rubrics.10m
Marketing Mix Analysis: Price Analysis and Rubrics.10m
Marketing Mix Analysis: Place Analysis and Rubrics10m
Week
4
2 hours to complete

Milestone 3: Cross Country Innovation

3 videos (Total 24 min), 4 readings, 1 quiz
3 videos
Innovating Across Borders: Key Decisions10m
Innovating Across Borders: Marketing Mix Modifications12m
4 readings
Slides for Cross Country Innovation Video Lecture5m
Cross Country Innovation Analytic Templates5m
Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.20m
Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.20m

Instructor

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

About 延世大学校(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....

About the International Marketing & Cross Industry Growth Specialization

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

Frequently Asked Questions

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  • 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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