Yonsei University
International Marketing Entry and Execution
Yonsei University

International Marketing Entry and Execution

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

Taught in English

Some content may not be translated

Dae Ryun Chang

Instructor: Dae Ryun Chang

14,364 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.7

(321 reviews)

|

97%

8 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

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Assessments

5 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.7

(321 reviews)

|

97%

8 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

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
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There are 4 modules in this course

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 quiz

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 quiz

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 quiz

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.

What's included

9 videos3 readings2 quizzes1 peer review

Instructor

Instructor ratings
4.9 (35 ratings)
Dae Ryun Chang
Yonsei University
7 Courses77,398 learners

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Learner reviews

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4.7

321 reviews

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JW
5

Reviewed on Sep 7, 2016

TS
5

Reviewed on Jun 12, 2022

SS
4

Reviewed on Oct 13, 2020

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