Este curso forma parte de Programa especializado: International Marketing & Cross Industry Growth

4.7
estrellas
55 calificaciones

Dae Ryun Chang

3029 ya inscrito

Ofrecido Por

Programa especializado: International Marketing & Cross Industry Growth Universidad Yonsei

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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.

Fechas límite flexibles

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100 % en línea

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Curso 6 de 6 en

Programa especializado: International Marketing & Cross Industry Growth

Nivel intermedio

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 6 de 6 en

Programa especializado: International Marketing & Cross Industry Growth

Nivel intermedio

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Dae Ryun Chang

Professor of Marketing

School of Business

66.413 alumnos

7 cursos

Ofrecido por

Universidad Yonsei

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.

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Programa - Qué aprenderás en este curso

Semana

Semana 1

2 horas para completar

Introduction to Capstone and Guidelines Using Exemplar Case

2 horas para completar

5 videos (Total 36 minutos), 4 lecturas

5 videos

Introduction to Specialization3m

International Marketing & Cross Industry Growth Capstone1m

Guidelines for using the exemplar case: Yuhan Kimberly.10m

Expert Interview with Lorenzo Swank, CEO Pixio10m

A tip for the capstone project from Prof. Sunmee Choi8m

4 lecturas

Course Overview and Project Milestones Objectives5m

Exemplar Case: Yuhan Kimberly1h

Honor Code and Plagiarism3m

Slides for Exemplar Case Video5m

Semana

Semana 2

2 horas para completar

Milestone 1: Situation Analysis

2 horas para completar

3 videos (Total 20 minutos), 6 lecturas, 1 cuestionario

3 videos

Milestone 1: Situation Analysis Intro44s

Situation Analysis: Noon Nopi, Vision & Strategy7m

Situation Analysis: Omni Branding & SFU Analysis10m

6 lecturas

Slides for Situation Analysis Video5m

Situation Analytic Templates5m

Situation Analysis: Noon Nopi Definition and Rubrics10m

Situation Analysis: Vision and Strategy Analysis and Rubrics10m

Situation Analysis: Omni-Branding Analysis and Rubrics10m

Situation Analysis: SFU Branding Analysis and Rubrics10m

Semana

Semana 3

2 horas para completar

Milestone 2: Marketing Mix Analysis

2 horas para completar

3 videos (Total 16 minutos), 6 lecturas, 1 cuestionario

3 videos

Milestone 2: Marketing Mix Analysis Intro33s

Marketing Mix Analysis: Product & Promotion7m

Marketing Mix Analysis: Price & Place7m

6 lecturas

Slides for Marketing Mix Analysis Video Lecture5m

Marketing Mix Analytic Templates5m

Marketing Mix Analysis: Product Analysis and Rubrics.10m

Marketing Mix Analysis: Promotion Analysis and Rubrics.10m

Marketing Mix Analysis: Price Analysis and Rubrics.10m

Marketing Mix Analysis: Place Analysis and Rubrics10m

Semana

Semana 4

2 horas para completar

Milestone 3: Cross Country Innovation

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.

2 horas para completar

3 videos (Total 24 minutos), 4 lecturas, 1 cuestionario

3 videos

Milestone 3: Cross Country Innovation Intro49s

Innovating Across Borders: Key Decisions10m

Innovating Across Borders: Marketing Mix Modifications12m

4 lecturas

Slides for Cross Country Innovation Video Lecture5m

Cross Country Innovation Analytic Templates5m

Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.20m

Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.20m

Reseñas

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1 star
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Principales reseñas sobre INTERNATIONAL MARKETING & CROSS INDUSTRY GROWTH CAPSTONE PROJECT

por BB16 de ago. de 2017

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

Ver todas las reseñas

Acerca de Programa especializado: International Marketing & Cross Industry Growth

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.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.
What benefits do I receive for taking the Capstone Project?
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.
How long will the Capstone take?
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.

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International Marketing & Cross Industry Growth Capstone Project

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