- 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?
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?
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?
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

Instructor
Dae Ryun Chang