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Empfohlen: 3 weeks of study, 1-2 hours/week...

Englisch

Untertitel: Englisch, Spanisch, Portugiesisch (Brasilien), Chinesisch (vereinfacht)

Kompetenzen, die Sie erwerben

Global MarketingMarketingBrand ManagementMarketing Strategy

100 % online

Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.

Flexible Fristen

Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.

Ca. 6 Stunden zum Abschließen

Empfohlen: 3 weeks of study, 1-2 hours/week...

Englisch

Untertitel: Englisch, Spanisch, Portugiesisch (Brasilien), Chinesisch (vereinfacht)

Lehrplan - Was Sie in diesem Kurs lernen werden

Woche
1
2 Stunden zum Abschließen

What is Marketing?

What is “Marketing”? In this first lesson you will learn the concept of Marketing and of the components involved in its effective execution. The most important concept and word that is introduced in Video 1.3 is "Noon Nopi" which originates from Korean and means "Eye Level." Marketing will be defined as companies' attempt to match their eye level to those of consumers. In Video 1.4, the 4 main executional tools of marketing, product, price, place and promotion are explained. In Video 1.5, we learn what culture means and how to compare cultures across countries along dimensions that are similar (Etic) and those that are fundamentally different (Emic). The lesson ends with an interview with the Vice President of Brand Management FD, Global Sales and Marketing Company at LG Electronics, Mr. Jeongseok Lee. He explains LG's international marketing strategy and challenges faced such as with innovations created in Nigeria, India and Indonesia.

...
6 Videos (Gesamt 51 min), 5 Lektüren, 1 Quiz
6 Videos
1.1 Introduction to Course1m
1.2 What is Marketing?10m
1.3 What is Marketing Execution?6m
1.4 Cross Cultural Analysis Platforms15m
1.5 LG Interview (Jeongseok Lee)13m
5 Lektüren
Syllabus10m
References10m
Let's Connect on Social Media10m
Slides10m
Recommended Reading on Noon Nopi10m
1 praktische Übung
Lesson 1 Quiz10m
Woche
2
2 Stunden zum Abschließen

What is Marketing Strategy?

After completing Video 2.1 successfully, you will be able to explain marketing strategy basics and avoid marketing myopia. You will also be able to use the VSA framework tool in order to find weak signals and help your company survive market tsunamis. Next, in Video 2.3 you will learn a key concept called "Transing" which is a strategy for coping with change in the corporate environment. We apply "Transing" not only to brands, such as Starbucks, but also to individuals, such as Professor Dae Ryun Chang to illustrate how we can transition when aspiring for loftier long term goals. Transing then sets you up for Video 2.4 and the core concept of Cross Industry Innovation -how companies can source ideas or expand into different industries. In the last two videos, you are given the opportunity to hear from two experts in the field: (1) Mr. Siwan Ryu discusses how Mosquito Away, a major new product was developed at LG Electronics with cross-disciplinary collaboration and (2) Ms. Hye-Won Lee talks about how Swarovski's new product ideas such as wearable jewelry was sourced from other industries.

...
6 Videos (Gesamt 60 min), 3 Lektüren, 1 Quiz
6 Videos
2.2 VSA12m
2.3 Transing11m
2.4 Cross Industry Innovation12m
2.5 LG Interview (Siwan Ryu)9m
2.6 Luxury Marketing Interview H. Lee1m
3 Lektüren
References10m
Slides10m
Recommended Reading on Marketing Strategy10m
1 praktische Übung
Lesson 2 Quiz10m
Woche
3
4 Stunden zum Abschließen

What is Branding?

This lesson will introduce learners to the important concept of brand management at its various levels. It starts by examining the fundamental functions of brands (Video 3.1). Then, we derive the implications for branding for companies going abroad (Video 3.2) in a "Cross Country" growth path. Finally, we discuss how companies entering into new industries should think about brands especially about whether or not to extend brands in a "Cross Industry" growth path (Video 3.3). Learners are also introduced to the ASIANA COBRA paradigm that allows brands to be analyzed in a broader than usual perspective that includes, the brand, the company, the country of origin and the region. Although it originates from an Asian perspective, it can be easily applied to other regions such as North America, South America, Africa or Europe.

...
6 Videos (Gesamt 52 min), 3 Lektüren, 3 Quiz
6 Videos
3.2 International Branding Strategy12m
3.3 Cross Industry Branding10m
3.4 ASIANA COBRA part111m
3.5 ASIANA COBRA part28m
Instructor's Thank You12
3 Lektüren
References10m
Slides10m
How to Record and Post Your Video10m
2 praktische Übungen
Lesson 3 Quiz10m
Final Quiz40m
4.6
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Top reviews from Intro to International Marketing

von ACSep 13th 2017

The course was really good considering the different way of teaching that was involved during the complete course and the various domains that were covered. It was a great experience. Thank You.

von SCSep 6th 2017

Nice course. Excellent professor. But a bit too basic for someone with introductory marketing experience. Wouldn't mind a somewhat more demanding outline.

Dozent

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

Über 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....

Über die Spezialisierung International Marketing & Cross Industry Growth

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....
International Marketing & Cross Industry Growth

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