À propos de ce cours
4.6
214 notes
59 avis

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.

Approx. 6 heures pour terminer

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

Anglais

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

Compétences que vous acquerrez

Global MarketingMarketingBrand ManagementMarketing Strategy

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.

Approx. 6 heures pour terminer

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

Anglais

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

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
2 heures pour terminer

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 vidéos (Total 51 min), 5 lectures, 1 quiz
6 vidéos
1.1 Introduction to Course1 min
1.2 What is Marketing?10 min
1.3 What is Marketing Execution?6 min
1.4 Cross Cultural Analysis Platforms15 min
1.5 LG Interview (Jeongseok Lee)13 min
5 lectures
Syllabus10 min
References10 min
Let's Connect on Social Media10 min
Slides10 min
Recommended Reading on Noon Nopi10 min
1 exercice pour s'entraîner
Lesson 1 Quiz10 min
Semaine
2
2 heures pour terminer

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 vidéos (Total 60 min), 3 lectures, 1 quiz
6 vidéos
2.2 VSA12 min
2.3 Transing11 min
2.4 Cross Industry Innovation12 min
2.5 LG Interview (Siwan Ryu)9 min
2.6 Luxury Marketing Interview H. Lee1 min
3 lectures
References10 min
Slides10 min
Recommended Reading on Marketing Strategy10 min
1 exercice pour s'entraîner
Lesson 2 Quiz10 min
Semaine
3
4 heures pour terminer

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 vidéos (Total 52 min), 3 lectures, 3 quiz
6 vidéos
3.2 International Branding Strategy12 min
3.3 Cross Industry Branding10 min
3.4 ASIANA COBRA part111 min
3.5 ASIANA COBRA part28 min
Instructor's Thank You12s
3 lectures
References10 min
Slides10 min
How to Record and Post Your Video10 min
2 exercices pour s'entraîner
Lesson 3 Quiz10 min
Final Quiz40 min
4.6
59 avisChevron Right

50%

a commencé une nouvelle carrière après avoir terminé ces cours

33%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours

20%

a obtenu une augmentation de salaire ou une promotion

Meilleurs avis

par 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.

par 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.

Enseignant

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

À propos de Université 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....

À propos de la Spécialisation Marketing international et croissance inter-sectorielle

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....
Marketing international et croissance inter-sectorielle

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.

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