À propos de ce cours
4.6
14 notes
4 avis
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

Niveau intermédiaire

Heures pour terminer

Approx. 10 heures pour terminer

Recommandé : 6 weeks of study, 1~2 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Espagnol, Chinois (simplifié)
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

Niveau intermédiaire

Heures pour terminer

Approx. 10 heures pour terminer

Recommandé : 6 weeks of study, 1~2 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Espagnol, Chinois (simplifié)

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
2 heures pour terminer

Introduction to Capstone and Guidelines Using Exemplar Case

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....
Reading
5 vidéos (Total 36 min), 4 lectures
Video5 vidéos
International Marketing & Cross Industry Growth Capstone1 min
Guidelines for using the exemplar case: Yuhan Kimberly.10 min
Expert Interview with Lorenzo Swank, CEO Pixio10 min
A tip for the capstone project from Prof. Sunmee Choi8 min
Reading4 lectures
Course Overview and Project Milestones Objectives5 min
Exemplar Case: Yuhan Kimberlys
Honor Code and Plagiarism3 min
Slides for Exemplar Case Video5 min
Semaine
2
Heures pour terminer
2 heures pour terminer

Milestone 1: Situation Analysis

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. ...
Reading
3 vidéos (Total 20 min), 6 lectures, 1 quiz
Video3 vidéos
Situation Analysis: Noon Nopi, Vision & Strategy7 min
Situation Analysis: Omni Branding & SFU Analysis10 min
Reading6 lectures
Slides for Situation Analysis Video5 min
Situation Analytic Templates5 min
Situation Analysis: Noon Nopi Definition and Rubrics10 min
Situation Analysis: Vision and Strategy Analysis and Rubrics10 min
Situation Analysis: Omni-Branding Analysis and Rubrics10 min
Situation Analysis: SFU Branding Analysis and Rubrics10 min
Semaine
3
Heures pour terminer
2 heures pour terminer

Milestone 2: Marketing Mix Analysis

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. ...
Reading
3 vidéos (Total 16 min), 6 lectures, 1 quiz
Video3 vidéos
Marketing Mix Analysis: Product & Promotion7 min
Marketing Mix Analysis: Price & Place7 min
Reading6 lectures
Slides for Marketing Mix Analysis Video Lecture5 min
Marketing Mix Analytic Templates5 min
Marketing Mix Analysis: Product Analysis and Rubrics.10 min
Marketing Mix Analysis: Promotion Analysis and Rubrics.10 min
Marketing Mix Analysis: Price Analysis and Rubrics.10 min
Marketing Mix Analysis: Place Analysis and Rubrics10 min
Semaine
4
Heures pour terminer
2 heures pour terminer

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. ...
Reading
3 vidéos (Total 24 min), 4 lectures, 1 quiz
Video3 vidéos
Innovating Across Borders: Key Decisions10 min
Innovating Across Borders: Marketing Mix Modifications12 min
Reading4 lectures
Slides for Cross Country Innovation Video Lecture5 min
Cross Country Innovation Analytic Templates5 min
Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.20 min
Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.20 min

Enseignant

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

À propos de 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....

À propos de la Spécialisation 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....
International Marketing & Cross Industry Growth

Foire Aux Questions

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

  • 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.

D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.