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

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Dae Ryun Chang

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International Marketing & Cross Industry Growth SpecializationYonsei University

About this Course

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This course will act as the culmination of the Specialization: International Marketing & Cross Industry Growth. The aim is to help you apply what you have learned during the 16 weeks of the 5 courses and conduct an "action learning" project that will consist of the following:
1. Situation Analysis for their chosen company or brand.
2. Marketing Mix Analysis for their chosen company or brand.
3. Cross Country Innovation Plan when expanding abroad.
4. Cross Industry Innovation Plan when sourcing ideas or expanding into another industry.

All of these analyses will have templates that will be explained in the video lectures using an exemplar case, "Yuhan Kimberly." You will be required to choose a company on which these analyses will be performed. As such, the intent will be to provide you an integrated set of insights and application to a chosen managerial situation and problems at hand in the context of a specific region or country. You will be required to also choose another industry (from the ones covered in the Specialization: B2C, B2B, Healthcare, Hospitality, Entertainment, Sports) when developing your Cross Industry Innovation Plan. For example, if you work for a company in the Healthcare industry and have analyzed that company, you should then conduct a Cross Industry Innovation project using concepts from a different industry such as Entertainment.

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Coursera Labs

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Course 6 of 6 in the

International Marketing & Cross Industry Growth Specialization

Intermediate Level

Approx. 10 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 6 of 6 in the

International Marketing & Cross Industry Growth Specialization

Intermediate Level

Approx. 10 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Dae Ryun Chang

Professor of Marketing

School of Business

67,783 Learners

7 Courses

Offered by

Yonsei University

Yonsei University was established in 1885 and is the oldest private university in Korea.

Yonsei’s main campus is situated minutes away from the economic, political, and cultural centers of Seoul’s metropolitan downtown. Yonsei has 3,500 eminent faculty members who are conducting cutting-edge research across all academic disciplines. There are 18 graduate schools, 22 colleges and 133 subsidiary institutions hosting a selective pool of students from around the world. Yonsei is proud of its history and reputation as a leading institution of higher education and research in Asia.

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Syllabus - What you will learn from this course

Week1

Week 1

2 hours to complete

Introduction to Capstone and Guidelines Using Exemplar Case

2 hours to complete

5 videos (Total 36 min), 4 readings

5 videos

Introduction to Specialization3mInternational Marketing & Cross Industry Growth Capstone1mGuidelines for using the exemplar case: Yuhan Kimberly.10mExpert Interview with Lorenzo Swank, CEO Pixio10mA tip for the capstone project from Prof. Sunmee Choi8m

4 readings

Course Overview and Project Milestones Objectives5mExemplar Case: Yuhan Kimberly1hHonor Code and Plagiarism3mSlides for Exemplar Case Video5m

Week2

Week 2

2 hours to complete

Milestone 1: Situation Analysis

2 hours to complete

3 videos (Total 20 min), 6 readings, 1 quiz

3 videos

Milestone 1: Situation Analysis Intro44sSituation Analysis: Noon Nopi, Vision & Strategy7mSituation Analysis: Omni Branding & SFU Analysis10m

6 readings

Slides for Situation Analysis Video5mSituation Analytic Templates5mSituation Analysis: Noon Nopi Definition and Rubrics10mSituation Analysis: Vision and Strategy Analysis and Rubrics10mSituation Analysis: Omni-Branding Analysis and Rubrics10mSituation Analysis: SFU Branding Analysis and Rubrics10m

Week3

Week 3

2 hours to complete

Milestone 2: Marketing Mix Analysis

2 hours to complete

3 videos (Total 16 min), 6 readings, 1 quiz

3 videos

Milestone 2: Marketing Mix Analysis Intro33sMarketing Mix Analysis: Product & Promotion7mMarketing Mix Analysis: Price & Place7m

6 readings

Slides for Marketing Mix Analysis Video Lecture5mMarketing Mix Analytic Templates5mMarketing Mix Analysis: Product Analysis and Rubrics.10mMarketing Mix Analysis: Promotion Analysis and Rubrics.10mMarketing Mix Analysis: Price Analysis and Rubrics.10mMarketing Mix Analysis: Place Analysis and Rubrics10m

Week4

Week 4

2 hours to complete

Milestone 3: Cross Country Innovation

For Milestone 3 you will begin the first part of the CCCI (Cross-Country Cross-Industry) Innovation Approach, i.e. Cross Country expansion for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Country Expansion with the sub-components being: 1. Why do we need to go abroad? 2. What region? 3. What country? And 4. What segment? Component B is a reformulation of the Marketing Mix Actions for Cross Country Expansion with the sub-components being 1. Cross Country Product: Tangible and Intangible Characteristics. 2. Cross Country Promotion: 5 W's Analysis. 3. Cross Country Price: Benefits and Costs Analysis. And 4. Cross Country Place: Convenience Add-Ons Analysis.

2 hours to complete

3 videos (Total 24 min), 4 readings, 1 quiz

3 videos

Milestone 3: Cross Country Innovation Intro49sInnovating Across Borders: Key Decisions10mInnovating Across Borders: Marketing Mix Modifications12m

4 readings

Slides for Cross Country Innovation Video Lecture5mCross Country Innovation Analytic Templates5mCross Country Innovation: Reformulation of Vision and Strategy with Rubrics.20mCross Country Innovation: Reformulation of Marketing Mix with Rubrics.20m

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TOP REVIEWS FROM INTERNATIONAL MARKETING & CROSS INDUSTRY GROWTH CAPSTONE PROJECT

by BBAug 16, 2017

Looking forward to applying what I have learnt. This was indeed an interesting journey into acquiring knowledge and different perspectives in Marketing.

View all reviews

About the International Marketing & Cross Industry Growth Specialization

This Specialization covers marketing concepts but, more importantly, emphasizes the need by companies and individuals to think openly across international markets and industries for new ideas or expansion. This is summarized as "Cross Country & Cross Industry" Innovation, or CCCI in short. The first two courses will establish the core foundations and then the last three courses will elaborate on major global industry clusters: course 3 on B2B, course 4 on Healthcare and Hospitality, and course 5 on Sports and Entertainment. The capstone will require learners to develop a new product using knowledge learned from at least 2 industries.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
What benefits do I receive for taking the Capstone Project?
The key benefits you receive is to apply the concepts learned in the specialization to an actual managerial problem. More specifically, you will have a hands-on experience on how to expand an existing business or product across borders and to grow or source innovation ideas from another industry, hence CCCI, i.e. Cross-Country and Cross-Industry Innovation.
How long will the Capstone take?
If the Capstone is conducted at a leisurely place (1~2 hours per week), it could be completed in about 6 weeks. If the learner speeds up the work (2~4 hours of work per week), then it can be done in half that time.

More questions? Visit the Learner Help Center.

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International Marketing & Cross Industry Growth Capstone Project

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