国际营销与跨行业增长

Harness your cross-country and cross-industry innovation skills.

韩国延世大学

专项课程

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国际营销与跨行业增长
  • 分类: 商业管理
  • 平台: Coursera
  • 语言: 英语

本专项课程介绍

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.

第 1 门课程

Intro to International Marketing

Current session: 5月 2 — 5月 30.
课程学习时间 3 weeks of study, 1-2 hours/week

课程概述
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.

第 2 门课程

International Marketing Entry and Execution

Current session: 5月 2 — 6月 6.
课程学习时间 4 weeks of study, 1-2 hours/week

课程概述
This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter “S” and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing.

After you successfully complete this course learners will obtain the following outcomes:

(1) from a business to consumer standpoint (B2C), learn how to approach consumers as science investigators.
(2) an understanding of how to enter international markets, select targets and position their brands.
(3) achieve deeper insights into the core meaning of international marketing elements, i.e. product, promotion, place, and price in the international marketing context, and their inter-element relationships with each other.
(4) acquire new thinking about innovating in marketing with the 7S approach: social, small, simple, skip, sports, screen, and set marketing with cross-country and cross-industry innovation implications.

第 3 门课程

International B2B (Business to Business) Marketing

Current session: 5月 2 — 5月 30.
课程学习时间 3 weeks of study, 1-2 hours/week

课程概述
This course offers a unique perspective into the differentiating aspects of business to business (B2B) marketing that can be contrasted to traditional business to consumer (B2C) marketing that is the subject of most other marketing curricula. Moreover, as one of the courses in the Specialization: International Marketing & Cross Industry Growth, here too there is an emphasis on how companies can expand by cross-country and cross-industry innovation.

By taking this course learners will obtain the following outcomes:

(1) understand the differences between B2C and B2B marketing.
(2) approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers.
(3) innovate B2B marketing via a CCCI, i.e. Cross Country & Cross Industry Innovation approach.
(4) gain insights about CCCI Innovation and best practices via interviews with top B2B industry experts.

第 4 门课程

International Hospitality & Healthcare Services Marketing

即将开放

课程概述
As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry’s unique characteristics. This course is designed to help those who are interested in career advancement opportunities in these industries or who want to be inspired by these industries to better equip themselves with enlightened and creative management capabilities.

People who successfully complete this course will:

(1) understand the unique characteristics of service businesses and realize why service businesses require special management capabilities.
(2) understand the unique characteristics of the hospitality industry in balancing supply and demand, and develop capabilities to better manage issues triggered by this characteristic.
(3) understand the unique characteristics of the healthcare industry and how this industry is evolving into the experience business.

第 5 门课程

International Entertainment and Sports Marketing

于 June 2016 开始

课程概述
This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. Both are industries whose growth have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry growth.

People who successfully complete this course will obtain the following outcomes:

(1) an understanding of the key characteristics of marketing in the sports and entertainment industry.
(2) learn about the importance of media management in the sports and entertainment industry.
(3) learn about brand management in the sports and entertainment industry.
(4) learn about CCCI Innovation in the sports and entertainment industry.
(5) learn about CCCI Innovation best practices via interviews with key experts in the sports and entertainment industry.

毕业项目

International Marketing & Cross Industry Growth Capstone Project

于 July 2016 开始

毕业项目介绍
This course will act as the culmination of the Specialization: International Marketing & Cross Industry Growth. The aim is to help learners apply what they have learned during the 16 weeks of the 5 courses and conduct an “action learning” project that will consist of the following:

1. Vision Strategy and Action for Co. X
2. Cross Country Analysis of Co. X when expanding into target new country.
3. Market or Sector-Specific (B2B Marketing, Healthcare, Hospitality, Entertainment, Sports) Analysis for Co. X
4. Cross Industry Innovation (new product development) of Co. X when sourcing ideas or expanding into another industry.

All of these analyses will have templates that will be explained in the video lectures. Each learner will be required to choose a company on which these analyses will be performed. As such, the intent will be to provide an integrated set of insights and application to a chosen managerial situation and problems at hand in the context of a specific region or country. Each learner will be required to also choose another industry (from the ones covered in the Specialization) when performing their Cross Industry Innovation. For example, a learner who has conducted an analysis for a company in the Healthcare industry can conduct a Cross Industry Innovation project using concepts from the Entertainment industry.

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