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第 1 門課程(共 6 門)

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完成時間大約為6 小時

建議:3 weeks of study, 1-2 hours/week...

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字幕:英語(English), 西班牙語(Spanish), 巴西葡萄牙語, 中文(簡體)

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Global MarketingMarketingBrand ManagementMarketing Strategy

第 1 門課程(共 6 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為6 小時

建議:3 weeks of study, 1-2 hours/week...

英語(English)

字幕:英語(English), 西班牙語(Spanish), 巴西葡萄牙語, 中文(簡體)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 2 小時

What is Marketing?

What is “Marketing”? In this first lesson you will learn the concept of Marketing and of the components involved in its effective execution. The most important concept and word that is introduced in Video 1.3 is "Noon Nopi" which originates from Korean and means "Eye Level." Marketing will be defined as companies' attempt to match their eye level to those of consumers. In Video 1.4, the 4 main executional tools of marketing, product, price, place and promotion are explained. In Video 1.5, we learn what culture means and how to compare cultures across countries along dimensions that are similar (Etic) and those that are fundamentally different (Emic). The lesson ends with an interview with the Vice President of Brand Management FD, Global Sales and Marketing Company at LG Electronics, Mr. Jeongseok Lee. He explains LG's international marketing strategy and challenges faced such as with innovations created in Nigeria, India and Indonesia.

...
6 個視頻 (總計 51 分鐘), 5 個閱讀材料, 1 個測驗
6 個視頻
1.1 Introduction to Course1分鐘
1.2 What is Marketing?10分鐘
1.3 What is Marketing Execution?6分鐘
1.4 Cross Cultural Analysis Platforms15分鐘
1.5 LG Interview (Jeongseok Lee)13分鐘
5 個閱讀材料
Syllabus10分鐘
References10分鐘
Let's Connect on Social Media10分鐘
Slides10分鐘
Recommended Reading on Noon Nopi10分鐘
1 個練習
Lesson 1 Quiz10分鐘
2
完成時間為 2 小時

What is Marketing Strategy?

After completing Video 2.1 successfully, you will be able to explain marketing strategy basics and avoid marketing myopia. You will also be able to use the VSA framework tool in order to find weak signals and help your company survive market tsunamis. Next, in Video 2.3 you will learn a key concept called "Transing" which is a strategy for coping with change in the corporate environment. We apply "Transing" not only to brands, such as Starbucks, but also to individuals, such as Professor Dae Ryun Chang to illustrate how we can transition when aspiring for loftier long term goals. Transing then sets you up for Video 2.4 and the core concept of Cross Industry Innovation -how companies can source ideas or expand into different industries. In the last two videos, you are given the opportunity to hear from two experts in the field: (1) Mr. Siwan Ryu discusses how Mosquito Away, a major new product was developed at LG Electronics with cross-disciplinary collaboration and (2) Ms. Hye-Won Lee talks about how Swarovski's new product ideas such as wearable jewelry was sourced from other industries.

...
6 個視頻 (總計 60 分鐘), 3 個閱讀材料, 1 個測驗
6 個視頻
2.2 VSA12分鐘
2.3 Transing11分鐘
2.4 Cross Industry Innovation12分鐘
2.5 LG Interview (Siwan Ryu)9分鐘
2.6 Luxury Marketing Interview H. Lee1分鐘
3 個閱讀材料
References10分鐘
Slides10分鐘
Recommended Reading on Marketing Strategy10分鐘
1 個練習
Lesson 2 Quiz10分鐘
3
完成時間為 4 小時

What is Branding?

This lesson will introduce learners to the important concept of brand management at its various levels. It starts by examining the fundamental functions of brands (Video 3.1). Then, we derive the implications for branding for companies going abroad (Video 3.2) in a "Cross Country" growth path. Finally, we discuss how companies entering into new industries should think about brands especially about whether or not to extend brands in a "Cross Industry" growth path (Video 3.3). Learners are also introduced to the ASIANA COBRA paradigm that allows brands to be analyzed in a broader than usual perspective that includes, the brand, the company, the country of origin and the region. Although it originates from an Asian perspective, it can be easily applied to other regions such as North America, South America, Africa or Europe.

...
6 個視頻 (總計 52 分鐘), 3 個閱讀材料, 3 個測驗
6 個視頻
3.2 International Branding Strategy12分鐘
3.3 Cross Industry Branding10分鐘
3.4 ASIANA COBRA part111分鐘
3.5 ASIANA COBRA part28分鐘
Instructor's Thank You12
3 個閱讀材料
References10分鐘
Slides10分鐘
How to Record and Post Your Video10分鐘
2 個練習
Lesson 3 Quiz10分鐘
Final Quiz40分鐘
4.6
62 個審閱Chevron Right

67%

完成這些課程後已開始新的職業生涯

43%

通過此課程獲得實實在在的工作福利

33%

加薪或升職

來自Intro to International Marketing的熱門評論

創建者 ACSep 13th 2017

The course was really good considering the different way of teaching that was involved during the complete course and the various domains that were covered. It was a great experience. Thank You.

創建者 SCSep 6th 2017

Nice course. Excellent professor. But a bit too basic for someone with introductory marketing experience. Wouldn't mind a somewhat more demanding outline.

講師

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

關於 延世大学

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 国际营销与跨行业发展 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....
国际营销与跨行业发展

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