Monthly Subscription Starting at AED 99 + VAT

Intro to International Marketing
  • Level Foundation
  • Duration 8 hours
  • Course by Yonsei University
  • Offered by

About

About this Course This course brings together two key subjects, International Marketing and Cross Industry Innovation. It will provide the basic foundations of international marketing and then explain how companies can grow by going abroad or sourcing ideas/expanding into other countries or industries. This is summarized as CCCI: Cross-Country and Cross-Industry Innovation, a term and analytical platform used throughout not only this course but others in the specialization. As an introductory course, we keep the concepts short and simple in order to ease learners into the wonderful world of international marketing. More specific operational aspects such as managing the product, price, place and promotion as well as targeting and positioning will be provided in the second course of the specialization. After you successfully complete this course learners will obtain the following outcomes: (1) an understanding of the core meaning of marketing and international marketing. (2) learn that international marketing is about striking the right balance between maximizing the similarities across cultures (Etic approach) and customizing marketing (Emic approach) to important local differences. (3) learn about how to source or expand into other industries at home or abroad via cross industry innovation. (4) obtain a solid foundation for subsequent courses such as course 2 (International Marketing Entry and Execution) and the industry-specific courses in the specialization.

Modules

What is Marketing?

    • 6 Videos
    • 5 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Lesson 1 Quiz

6 Videos

  • Introduction to Specialization
  • 1.1 Introduction to Course
  • 1.2 What is Marketing?
  • 1.3 What is Marketing Execution?
  • 1.4 Cross Cultural Analysis Platforms
  • 1.5 LG Interview (Jeongseok Lee)

5 Readings

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

What is Marketing Strategy?

    • 6 Videos
    • 3 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Lesson 2 Quiz

6 Videos

  • 2.1 What is Marketing Strategy?
  • 2.2 VSA
  • 2.3 Transing
  • 2.4 Cross Industry Innovation
  • 2.5 LG Interview (Siwan Ryu)
  • 2.6 Luxury Marketing Interview H. Lee

3 Readings

  • References
  • Slides
  • Recommended Reading on Marketing Strategy

What is Branding?

    • 6 Videos
    • 3 Readings
    • 1 PeerReview
    • 2 Assignment
Show info about module content

2 Assignment

  • Lesson 3 Quiz
  • Final Quiz

1 Peer Review

  • Optional Peer Review: Self-Country-Industry Intro

6 Videos

  • 3.1 What is Branding?
  • 3.2 International Branding Strategy
  • 3.3 Cross Industry Branding
  • 3.4 ASIANA COBRA part1
  • 3.5 ASIANA COBRA part2
  • Instructor's Thank You

3 Readings

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

Auto Summary

**Course Overview: Intro to International Marketing** Dive into the essential principles of International Marketing and Cross-Industry Innovation with this foundational course designed to introduce you to the dynamic world of global marketing. This engaging program will help you understand how businesses can expand internationally and leverage cross-industry ideas for growth, encapsulated in the concept of CCCI: Cross-Country and Cross-Industry Innovation. Led by experienced instructors from Coursera, this course simplifies complex concepts to ease learners into international marketing strategies. You'll explore the balance between maximizing cultural similarities (Etic approach) and customizing marketing efforts to local differences (Emic approach). By the end of the course, you will have a solid grasp of the core principles of marketing and the strategic nuances of international expansion. Key learning outcomes include: - Grasping the fundamental meaning of marketing and international marketing. - Understanding the balance between cultural similarities and local customization in marketing. - Learning how to source ideas or expand into new industries both domestically and internationally. - Building a strong foundation for more advanced courses in the specialization. With a duration of 480 minutes, this course is perfect for beginners looking to establish a solid base in sales and marketing. Subscriptions start with the Starter plan, making it accessible for anyone eager to delve into international marketing. Whether you're a budding marketer or a professional seeking to enhance your global strategy skills, this course is tailored to meet your needs and set you on a path to success in the international arena.

Dae Ryun Chang
Instructor

Dae Ryun Chang