About this Course
4.7
98 ratings
14 reviews
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 7 hours to complete

Suggested: 4 weeks of study, 1-2 hours/week...
Available languages

English

Subtitles: English, Korean, Spanish, Chinese (Simplified)
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 7 hours to complete

Suggested: 4 weeks of study, 1-2 hours/week...
Available languages

English

Subtitles: English, Korean, Spanish, Chinese (Simplified)

Syllabus - What you will learn from this course

Week
1
Hours to complete
2 hours to complete

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....
Reading
7 videos (Total 46 min), 5 readings, 1 quiz
Video7 videos
1.1 Introduction to Course1m
1.2 CSI in International Marketing11m
1.3 B2C Marketing6m
1.4 Interview B2C6m
1.5 Targeted Mini VSA8m
1.6 Marketing to Bottom of Pyramid8m
Reading5 readings
Syllabus10m
Recommended Reading on Noon Nopi10m
Let's Connect on Social Media10m
Slides10m
References10m
Quiz1 practice exercise
Lesson 1 Practice Quiz10m
Week
2
Hours to complete
1 hour to complete

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....
Reading
5 videos (Total 44 min), 3 readings, 1 quiz
Video5 videos
2.2 Market Targeting8m
2.3 Market Positioning10m
2.4 Self Positioning8m
2.5 Interview Phil Zerrillo4m
Reading3 readings
Recommended Reading on Marketing Strategy10m
Slides10m
References10m
Quiz1 practice exercise
Lesson 2 Quiz10m
Week
3
Hours to complete
1 hour to complete

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....
Reading
4 videos (Total 44 min), 2 readings, 1 quiz
Video4 videos
3.2 Promotion Marketing12m
3.3 Place Marketing8m
3.4 Price Marketing11m
Reading2 readings
Slides10m
References10m
Quiz1 practice exercise
Lesson 3 Quiz10m
Week
4
Hours to complete
5 hours to complete

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. ...
Reading
9 videos (Total 58 min), 3 readings, 3 quizzes
Video9 videos
4.2 S1: Social Marketing6m
4.3 S2: Small Marketing9m
4.4 S3: Simple Marketing7m
4.5 S4: Skip Marketing7m
4.6 S5: Sports Marketing9m
4.7 S6: Screen Marketing9m
4.8 S7: Set Marketing6m
Instructor's Thank Youm
Reading3 readings
Slides10m
References10m
How to Record and Post Your Video10m
Quiz2 practice exercises
Lesson 4 Practice Quiz14m
Final Quiz50m
4.7
14 ReviewsChevron Right
Career direction

50%

started a new career after completing these courses
Career Benefit

83%

got a tangible career benefit from this course

Top Reviews

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.

Instructor

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

About 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

  • 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.

More questions? Visit the Learner Help Center.