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International Marketing Entry and Execution

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International Marketing Entry and Execution

This course is part of International Marketing & Cross Industry Growth Specialization

Instructor: Dae Ryun Chang

19,910 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

341 reviews

9 hours to complete

Flexible schedule

Learn at your own pace

97%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

341 reviews

9 hours to complete

Flexible schedule

Learn at your own pace

97%

Most learners liked this course

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

5 assignments

Taught in English

91%

of learners achieved a positive career outcome

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This course is part of the International Marketing & Cross Industry Growth Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

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.

Module details

During Week 1, we will focus on B2C Marketing which stands for Business-to-Consumer Marketing. We start the week by learning about CSI which here stands for Consumer Science Investigation. We then learn about other facets of consumer behavior in international marketing. Moreover, the Vision-Strategy-Action framework and its examples will be applied to B2C marketing. Learners will also be introduced to an under-represented target in international marketing- the Bottom of the Pyramid. Finally, the week is rounded out by interviews with B2C marketing specialists to let learners know the B2C trends such as technological developments that aid in understanding consumers.

What's included

7 videos5 readings1 assignment

7 videosTotal 46 minutes

Introduction to Specialization4 minutes
1.1 Introduction to Course1 minute
1.2 CSI in International Marketing11 minutes
1.3 B2C Marketing6 minutes
1.4 Interview B2C6 minutes
1.5 Targeted Mini VSA9 minutes
1.6 Marketing to Bottom of Pyramid8 minutes

5 readingsTotal 50 minutes

Syllabus10 minutes
Recommended Reading on Noon Nopi10 minutes
Let's Connect on Social Media10 minutes
Slides10 minutes
References10 minutes

1 assignmentTotal 30 minutes

Lesson 1 Practice Quiz30 minutes

During Week 2, we start from a macro analytical view of how to determine a market landing strategy and an initial launch in foreign markets. Then the course will narrow down the focus to a micro analytical approach – the STPs of marketing – Segmentation, Targeting and Positioning. For segmentation, several segmentation bases will be introduced. For targeting, the target selection process and basic target market criteria will be discussed. For positioning, we will learn the effect of the 3Cs, i.e. how Consumers, Competitors and Company impact the positioning when we want to achieve the ultimate Noon Nopi.

What's included

5 videos3 readings1 assignment

Week 3 will introduce learners to the four major elements of marketing execution, the 4Ps, i.e. product, promotion, price and place. At the start of each video, the fundamental concept of each P will be explained. Then, the concept of each P will be expanded in terms of their Cross Country and Cross Industry (i.e. CCCI) Innovation implications. In addition, the learner will understand how one element of can be symbiotically related to the other elements.

What's included

4 videos2 readings1 assignment

Week 4 will explain the ‘out of the box’ thinking for marketing in terms of the 7S's of Marketing Innovation: Social Marketing, Small Marketing, Simple Marketing, Skip Marketing, Sports Marketing, Screen Marketing and Set Marketing. Here too we will examine their CCCI Innovation implications.