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International Marketing Entry and Execution
  • Level Foundation
  • Duration 9 hours
  • Course by Yonsei University
  • Offered by

About

This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter "S" and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing. After you successfully complete this course learners will obtain the following outcomes: (1) from a business to consumer standpoint (B2C), learn how to approach consumers as science investigators. (2) an understanding of how to enter international markets, select targets and position their brands. (3) achieve deeper insights into the core meaning of international marketing elements, i.e. product, promotion, place, and price in the international marketing context, and their inter-element relationships with each other. (4) acquire new thinking about innovating in marketing with the 7S approach: social, small, simple, skip, sports, screen, and set marketing with cross-country and cross-industry innovation implications.

Modules

B2C Marketing Basics

    • 7 Videos
    • 5 Readings
    • 1 Assignment
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1 Assignment

  • Lesson 1 Practice Quiz

7 Videos

  • Introduction to Specialization
  • 1.1 Introduction to Course
  • 1.2 CSI in International Marketing
  • 1.3 B2C Marketing
  • 1.4 Interview B2C
  • 1.5 Targeted Mini VSA
  • 1.6 Marketing to Bottom of Pyramid

5 Readings

  • Syllabus
  • Recommended Reading on Noon Nopi
  • Let's Connect on Social Media
  • Slides
  • References

Entry, Targeting and Positioning

    • 5 Videos
    • 3 Readings
    • 1 Assignment
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1 Assignment

  • Lesson 2 Quiz

5 Videos

  • 2.1 Market Landing
  • 2.2 Market Targeting
  • 2.3 Market Positioning
  • 2.4 Self Positioning
  • 2.5 Interview Phil Zerrillo

3 Readings

  • Recommended Reading on Marketing Strategy
  • Slides
  • References

Marketing Mix and Innovation

    • 4 Videos
    • 2 Readings
    • 1 Assignment
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1 Assignment

  • Lesson 3 Quiz

4 Videos

  • 3.1 Product Marketing
  • 3.2 Promotion Marketing
  • 3.3 Place Marketing
  • 3.4 Price Marketing

2 Readings

  • Slides
  • References

7S of International Marketing Innovation

    • 9 Videos
    • 3 Readings
    • 1 PeerReview
    • 2 Assignment
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2 Assignment

  • Lesson 4 Practice Quiz
  • Final Quiz

1 Peer Review

  • Optional Peer Review on Marketing Execution

9 Videos

  • 4.1 7S Innovation Marketing
  • 4.2 S1: Social Marketing
  • 4.3 S2: Small Marketing
  • 4.4 S3: Simple Marketing
  • 4.5 S4: Skip Marketing
  • 4.6 S5: Sports Marketing
  • 4.7 S6: Screen Marketing
  • 4.8 S7: Set Marketing
  • Instructor's Thank You

3 Readings

  • Slides
  • References
  • How to Record and Post Your Video

Auto Summary

"International Marketing Entry and Execution" is a foundational course in Sales & Marketing, expertly designed for those seeking to master international marketing strategies. Led by Coursera, this course delves into consumer science, B2C marketing, and international market entry, targeting, and positioning. Learners will explore the key elements of international marketing—product, promotion, place, and price—and their interrelationships. The innovative 7S approach to marketing, emphasizing social, small, simple, skip, sports, screen, and set, will be a highlight. Perfect for beginners, this 540-minute course is available through a Starter subscription.

Dae Ryun Chang
Instructor

Dae Ryun Chang