Monthly Subscription Starting at AED 99 + VAT

International Marketing & Cross Industry Growth Capstone Project
  • Level Professional
  • Duration 11 hours
  • Course by Yonsei University
  • Offered by

About

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.

Modules

Introduction to Capstone

    • 5 Videos
    • 4 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Lessons from the Exemplar Case

5 Videos

  • Introduction to Specialization
  • International Marketing & Cross Industry Growth Capstone
  • Guidelines for using the exemplar case: Yuhan Kimberly.
  • Expert Interview with Lorenzo Swank, CEO Pixio
  • A tip for the capstone project from Prof. Sunmee Choi

4 Readings

  • Course Overview and Project Milestones Objectives
  • Exemplar Case: Yuhan Kimberly
  • Honor Code and Plagiarism
  • Slides for Exemplar Case Video

Milestone 1 Guidelines and Exemplar Analysis Videos

    • 3 Videos
    • 2 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Comments about Situation Analysis

3 Videos

  • Milestone 1: Situation Analysis Intro
  • Situation Analysis: Noon Nopi, Vision & Strategy
  • Situation Analysis: Omni Branding & SFU Analysis

2 Readings

  • Slides for Situation Analysis Video
  • Situation Analytic Templates

Milestone 1 Links and Rubrics

    • 4 Readings
Show info about module content

4 Readings

  • Situation Analysis: Noon Nopi Definition and Rubrics
  • Situation Analysis: Vision and Strategy Analysis and Rubrics
  • Situation Analysis: Omni-Branding Analysis and Rubrics
  • Situation Analysis: SFU Branding Analysis and Rubrics

Optional Peer Review for Situation Analysis

    • 1 PeerReview
Show info about module content

1 Peer Review

  • Situation Analysis

Milestone 2 Guidelines and Exemplar Analysis Videos

    • 3 Videos
    • 2 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Comments and Questions about Marketing Mix Analysis

3 Videos

  • Milestone 2: Marketing Mix Analysis Intro
  • Marketing Mix Analysis: Product & Promotion
  • Marketing Mix Analysis: Price & Place

2 Readings

  • Slides for Marketing Mix Analysis Video Lecture
  • Marketing Mix Analytic Templates

Milestone 2 Links and Rubrics

    • 4 Readings
Show info about module content

4 Readings

  • Marketing Mix Analysis: Product Analysis and Rubrics.
  • Marketing Mix Analysis: Promotion Analysis and Rubrics.
  • Marketing Mix Analysis: Price Analysis and Rubrics.
  • Marketing Mix Analysis: Place Analysis and Rubrics

Optional Peer Review for Marketing Mix Analysis

    • 1 PeerReview
Show info about module content

1 Peer Review

  • Marketing Mix Analysis

Milestone 3 Guidelines and Exemplar Analysis Videos

    • 3 Videos
    • 2 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Comments and Questions about Cross Country Innovation

3 Videos

  • Milestone 3: Cross Country Innovation Intro
  • Innovating Across Borders: Key Decisions
  • Innovating Across Borders: Marketing Mix Modifications

2 Readings

  • Slides for Cross Country Innovation Video Lecture
  • Cross Country Innovation Analytic Templates

Milestone 3 Links and Rubrics

    • 2 Readings
Show info about module content

2 Readings

  • Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.
  • Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.

Optional Peer Review for Cross-Country Innovation Analysis

    • 1 PeerReview
Show info about module content

1 Peer Review

  • Cross Country Innovation Analysis

Milestone 4 Guidelines and Exemplar Analysis Videos

    • 3 Videos
    • 2 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Comments and Questions about Cross Industry Innovation

3 Videos

  • Milestone 4: Cross Industry Innovation Intro
  • Innovating Across Industries: Key Decisions
  • Innovating Across Industries: Marketing Mix Modifications

2 Readings

  • Slides for Cross Industry Innovation Video Lecture
  • Cross Industry Innovation Analytic Templates

Milestone 4 Links and Rubrics

    • 2 Readings
Show info about module content

2 Readings

  • Cross Industry Innovation: Reformulation of Vision and Strategy with Rubrics.
  • Cross Industry Innovation: Reformulation of Marketing Mix with Rubrics.

Optional Peer Review for Cross-Industry Innovation Analysis

    • 1 PeerReview
Show info about module content

1 Peer Review

  • Cross Industry Innovation Analysis

Wrap up

    • 1 Videos
    • 1 Discussion
    • 1 PeerReview
Show info about module content

1 Peer Review

  • International Marketing & Cross Industry Growth Capstone Peer Review

1 Discussions

  • Tell us about your experiences

1 Videos

  • Final Thoughts

Auto Summary

Elevate your strategic marketing skills with the "International Marketing & Cross Industry Growth Capstone Project." Designed as the final segment of the International Marketing & Cross Industry Growth Specialization, this professional-level course is perfect for individuals seeking to apply their knowledge in real-world scenarios. Over the span of 16 weeks, you will engage in an action-oriented project, performing detailed analyses on a company or brand of your choice. The curriculum includes: - Conducting a Situation Analysis and Marketing Mix Analysis. - Crafting a Cross Country Innovation Plan for international expansion. - Developing a Cross Industry Innovation Plan by integrating insights from various sectors such as B2C, B2B, Healthcare, Hospitality, Entertainment, and Sports. Guided by video lectures and templates featuring the exemplar case "Yuhan Kimberly," you'll gain practical insights and hands-on experience tailored to address specific managerial challenges in diverse regional contexts. This course is offered by Coursera and is available under both Starter and Professional subscription plans. Ideal for professionals aiming to deepen their expertise in sales and marketing, this capstone project will empower you to drive growth and innovation across industries and borders.

Dae Ryun Chang
Instructor

Dae Ryun Chang