課程信息
4.6
97 個評分
14 個審閱
專項課程
100% online

100% online

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
完成時間(小時)

完成時間大約為7 小時

建議:4 weeks of study, 1-2 hours/week...
可選語言

英語(English)

字幕:英語(English), 韓語, 西班牙語(Spanish), 中文(簡體)...
專項課程
100% online

100% online

立即開始,按照自己的計劃學習。
可靈活調整截止日期

可靈活調整截止日期

根據您的日程表重置截止日期。
完成時間(小時)

完成時間大約為7 小時

建議:4 weeks of study, 1-2 hours/week...
可選語言

英語(English)

字幕:英語(English), 韓語, 西班牙語(Spanish), 中文(簡體)...

教學大綱 - 您將從這門課程中學到什麼

1
完成時間(小時)
完成時間為 2 小時

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 個視頻(共 46 分鐘), 5 個閱讀材料, 1 個測驗
Video7 個視頻
1.1 Introduction to Course1分鐘
1.2 CSI in International Marketing11分鐘
1.3 B2C Marketing6分鐘
1.4 Interview B2C6分鐘
1.5 Targeted Mini VSA8分鐘
1.6 Marketing to Bottom of Pyramid8分鐘
Reading5 個閱讀材料
Syllabus10分鐘
Recommended Reading on Noon Nopi10分鐘
Let's Connect on Social Media10分鐘
Slides10分鐘
References10分鐘
Quiz1 個練習
Lesson 1 Practice Quiz10分鐘
2
完成時間(小時)
完成時間為 1 小時

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 個視頻(共 44 分鐘), 3 個閱讀材料, 1 個測驗
Video5 個視頻
2.2 Market Targeting8分鐘
2.3 Market Positioning10分鐘
2.4 Self Positioning8分鐘
2.5 Interview Phil Zerrillo4分鐘
Reading3 個閱讀材料
Recommended Reading on Marketing Strategy10分鐘
Slides10分鐘
References10分鐘
Quiz1 個練習
Lesson 2 Quiz10分鐘
3
完成時間(小時)
完成時間為 1 小時

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 個視頻(共 44 分鐘), 2 個閱讀材料, 1 個測驗
Video4 個視頻
3.2 Promotion Marketing12分鐘
3.3 Place Marketing8分鐘
3.4 Price Marketing11分鐘
Reading2 個閱讀材料
Slides10分鐘
References10分鐘
Quiz1 個練習
Lesson 3 Quiz10分鐘
4
完成時間(小時)
完成時間為 5 小時

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 個視頻(共 58 分鐘), 3 個閱讀材料, 3 個測驗
Video9 個視頻
4.2 S1: Social Marketing6分鐘
4.3 S2: Small Marketing9分鐘
4.4 S3: Simple Marketing7分鐘
4.5 S4: Skip Marketing7分鐘
4.6 S5: Sports Marketing9分鐘
4.7 S6: Screen Marketing9分鐘
4.8 S7: Set Marketing6分鐘
Instructor's Thank You分鐘
Reading3 個閱讀材料
Slides10分鐘
References10分鐘
How to Record and Post Your Video10分鐘
Quiz2 個練習
Lesson 4 Practice Quiz14分鐘
Final Quiz50分鐘
4.6
職業方向

50%

完成這些課程後已開始新的職業生涯
工作福利

83%

通過此課程獲得實實在在的工作福利

熱門審閱

創建者 VRJun 6th 2018

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

創建者 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

關於 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....

關於 International Marketing & Cross Industry Growth 專項課程

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

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