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International Marketing & Cross Industry Growth Capstone Project

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International Marketing & Cross Industry Growth Capstone Project

This course is part of International Marketing & Cross Industry Growth Specialization

Instructor: Dae Ryun Chang

8,392 already enrolled

Included with

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6 modules

Gain insight into a topic and learn the fundamentals.

78 reviews

Intermediate level

Some related experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

6 modules

Gain insight into a topic and learn the fundamentals.

78 reviews

Intermediate level

Some related experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Taught in English

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Build your subject-matter expertise

This course is part of the International Marketing & Cross Industry Growth Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 6 modules in this course

This course will act as the culmination of the Specialization: International Marketing & Cross Industry Growth. The aim is to help you apply what you have learned during the 16 weeks of the 5 courses and conduct an "action learning" project that will consist of the following:

1. Situation Analysis for their chosen company or brand. 2. Marketing Mix Analysis for their chosen company or brand. 3. Cross Country Innovation Plan when expanding abroad. 4. Cross Industry Innovation Plan when sourcing ideas or expanding into another industry. All of these analyses will have templates that will be explained in the video lectures using an exemplar case, "Yuhan Kimberly." You will be required to choose a company on which these analyses will be performed. As such, the intent will be to provide you 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. You will be required to also choose another industry (from the ones covered in the Specialization: B2C, B2B, Healthcare, Hospitality, Entertainment, Sports) when developing your Cross Industry Innovation Plan. For example, if you work for a company in the Healthcare industry and have analyzed that company, you should then conduct a Cross Industry Innovation project using concepts from a different industry such as Entertainment.

This is the beginning of the Capstone for the Specialization: International Marketing & Cross Industry Growth. You will become acquainted with an exemplar company Yuhan Kimberly both via a case and a video lecture, and then be provided specific guidelines on how to reference the case to complete your individual capstone projects.

What's included

5 videos4 readings1 discussion prompt

5 videosTotal 36 minutes

Introduction to Specialization4 minutes
International Marketing & Cross Industry Growth Capstone2 minutes
Guidelines for using the exemplar case: Yuhan Kimberly.11 minutes
Expert Interview with Lorenzo Swank, CEO Pixio11 minutes
A tip for the capstone project from Prof. Sunmee Choi9 minutes

4 readingsTotal 73 minutes

Course Overview and Project Milestones Objectives5 minutes
Exemplar Case: Yuhan Kimberly60 minutes
Honor Code and Plagiarism3 minutes
Slides for Exemplar Case Video5 minutes

1 discussion promptTotal 10 minutes

Lessons from the Exemplar Case10 minutes

For Milestone 1, you will be expected to complete a Situation Analysis for a chosen company in a chosen industry. The major components of Milestone 1 will be A. A Noon Nopi Definition of the learners' Product. B. A Vision and Strategy Analysis. C. An Omni-Branding Analysis. And D. A SFU (Strong Favorable and Unique) Branding Analysis.

What's included

3 videos6 readings1 peer review1 discussion prompt

3 videosTotal 20 minutes

Milestone 1: Situation Analysis Intro1 minute
Situation Analysis: Noon Nopi, Vision & Strategy8 minutes
Situation Analysis: Omni Branding & SFU Analysis11 minutes

6 readingsTotal 50 minutes

Slides for Situation Analysis Video5 minutes
Situation Analytic Templates5 minutes
Situation Analysis: Noon Nopi Definition and Rubrics10 minutes
Situation Analysis: Vision and Strategy Analysis and Rubrics10 minutes
Situation Analysis: Omni-Branding Analysis and Rubrics10 minutes
Situation Analysis: SFU Branding Analysis and Rubrics10 minutes

1 peer reviewTotal 20 minutes

Situation Analysis 20 minutes

1 discussion promptTotal 10 minutes

Comments about Situation Analysis10 minutes

For Milestone 2 you will complete a comprehensive Marketing Mix Analysis for a chosen company in a chosen industry. The major components of Marketing Mix Analysis will be A. Product: Tangible and Intangible Characteristics. B. Promotion: 5 W's (Who, What, to Whom, Which, and What Effect). C. Price: Total Benefits and Total Costs Analysis. And D. Place: Convenience Add-Ons Analysis.

What's included

3 videos6 readings1 peer review1 discussion prompt

3 videosTotal 16 minutes

Milestone 2: Marketing Mix Analysis Intro1 minute
Marketing Mix Analysis: Product & Promotion8 minutes
Marketing Mix Analysis: Price & Place8 minutes

6 readingsTotal 50 minutes

Slides for Marketing Mix Analysis Video Lecture5 minutes
Marketing Mix Analytic Templates5 minutes
Marketing Mix Analysis: Product Analysis and Rubrics.10 minutes
Marketing Mix Analysis: Promotion Analysis and Rubrics.10 minutes
Marketing Mix Analysis: Price Analysis and Rubrics.10 minutes
Marketing Mix Analysis: Place Analysis and Rubrics10 minutes

1 peer reviewTotal 30 minutes

Marketing Mix Analysis30 minutes

1 discussion promptTotal 10 minutes

Comments and Questions about Marketing Mix Analysis10 minutes

For Milestone 3 you will begin the first part of the CCCI (Cross-Country Cross-Industry) Innovation Approach, i.e. Cross Country expansion for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Country Expansion with the sub-components being: 1. Why do we need to go abroad? 2. What region? 3. What country? And 4. What segment? Component B is a reformulation of the Marketing Mix Actions for Cross Country Expansion with the sub-components being 1. Cross Country Product: Tangible and Intangible Characteristics. 2. Cross Country Promotion: 5 W's Analysis. 3. Cross Country Price: Benefits and Costs Analysis. And 4. Cross Country Place: Convenience Add-Ons Analysis.

What's included

3 videos4 readings1 peer review1 discussion prompt

3 videosTotal 24 minutes

Milestone 3: Cross Country Innovation Intro1 minute
Innovating Across Borders: Key Decisions11 minutes
Innovating Across Borders: Marketing Mix Modifications13 minutes

4 readingsTotal 50 minutes

Slides for Cross Country Innovation Video Lecture5 minutes
Cross Country Innovation Analytic Templates5 minutes
Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.20 minutes
Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.20 minutes

1 peer reviewTotal 45 minutes

Cross Country Innovation Analysis45 minutes

1 discussion promptTotal 10 minutes

Comments and Questions about Cross Country Innovation10 minutes

For Milestone 4 you will complete the second part of the CCCI Innovation Approach, i.e. Cross-Industry Innovation for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Industry Expansion with the sub-components being: 1. A Problem Definition. 2. Choice of industry to benchmark from specialization. 3. Identification of key concepts to innovate. 4. Identification of incompatibilities across industries to iron out. a. Component B is a reformulation of the Marketing Mix Actions for Cross Industry Expansion with the sub-components being 1. Cross Industry Tangible and Intangible Characteristics Analysis. 2. Cross Industry Promotion: 5 W's Analysis. 3. Cross Industry Price: Benefits and Costs Analysis. And 4. Cross Industry Place: Convenience Add-Ons Analysis.

What's included

3 videos4 readings1 peer review1 discussion prompt

3 videosTotal 21 minutes

Milestone 4: Cross Industry Innovation Intro1 minute
Innovating Across Industries: Key Decisions10 minutes
Innovating Across Industries: Marketing Mix Modifications10 minutes

4 readingsTotal 50 minutes

Slides for Cross Industry Innovation Video Lecture5 minutes
Cross Industry Innovation Analytic Templates5 minutes
Cross Industry Innovation: Reformulation of Vision and Strategy with Rubrics.20 minutes
Cross Industry Innovation: Reformulation of Marketing Mix with Rubrics.20 minutes

1 peer reviewTotal 45 minutes

Cross Industry Innovation Analysis45 minutes

1 discussion promptTotal 10 minutes

Comments and Questions about Cross Industry Innovation10 minutes

After having conducted the four Milestones, this week you will upload your final project for review evaluation by your peers. If you have been receiving weekly optional peer reviews and have iterated your submission based on constructive feedback, then uploading the final Capstone project will be faster than the stated time.

What's included

1 video1 peer review1 discussion prompt

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(10 ratings)

Dae Ryun Chang

Yonsei University

7 Courses97,693 learners

Offered by

Yonsei University

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Reviewed on Aug 16, 2017

Looking forward to applying what I have learnt. This was indeed an interesting journey into acquiring knowledge and different perspectives in Marketing.

Reviewed on Oct 3, 2023

Amazing way to put the previous knowledge from the five courses on practice! I really enjoyed this capstone project and the guidance from the professor. Thanks!

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Frequently asked questions

The key benefits you receive is to apply the concepts learned in the specialization to an actual managerial problem. More specifically, you will have a hands-on experience on how to expand an existing business or product across borders and to grow or source innovation ideas from another industry, hence CCCI, i.e. Cross-Country and Cross-Industry Innovation.

If the Capstone is conducted at a leisurely place (1~2 hours per week), it could be completed in about 6 weeks. If the learner speeds up the work (2~4 hours of work per week), then it can be done in half that time.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.