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.
International Marketing Entry and Execution
International Marketing Entry and Execution
This course is part of International Marketing & Cross Industry Growth Specialization
Instructor: Dae Ryun Chang
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4.7
(326 reviews)
8 hours to complete
3 weeks at 2 hours a week
Flexible schedule
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Assessments
5 assignments
Taught in English
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This course is part of the International Marketing & Cross Industry Growth Specialization
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There are 4 modules in this course
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.
What's included
7 videos5 readings1 assignment
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.
What's included
5 videos3 readings1 assignment
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.
What's included
4 videos2 readings1 assignment
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.
What's included
9 videos3 readings2 assignments1 peer review
Instructor
Instructor ratings
4.9 (35 ratings)Offered by
Recommended if you're interested in Marketing
University of Illinois Urbana-Champaign
IE Business School
Queen Mary University of London
IE Business School
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NC
5
Reviewed on Apr 12, 2023
Loved the energy and interesting examples presented throughout the whole course! Would recommend!
TS
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Reviewed on Jun 12, 2022
This is by far the most informative and entertaining course on Coursera. I haven't fallen asleep once. And I'm learing. Thank you.
SS
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Reviewed on Oct 13, 2020
Some concepts seemed ambigous but overall great course and a very enthusiastic and amazing professor !
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