International Marketing & Cross Industry Growth Capstone Project

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

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  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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 wi…

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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.

Who is this class for: This course is primarily aimed at managers or students who want to apply concepts learned in the specialization "International Marketing & Cross Country Growth" to real-life management problems, especially when they seek to expand internationally or into new industries for innovation purposes.

Created by:  Yonsei University
  • Taught by:  Dae Ryun Chang, Professor of Marketing

    School of Business
Basic Info Course 6 of 6 in the International Marketing & Cross Industry Growth Specialization Level Intermediate Commitment 6 weeks of study, 1~2 hours/week Language English, Subtitles: Spanish, Chinese (Simplified) How To Pass Pass all graded assignments to complete the course. User Ratings 4.9 stars Average User Rating 4.9See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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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.

Syllabus


WEEK 1


Introduction to Capstone and Guidelines Using Exemplar Case



This is the beginning of the Capstone for the Specialization: International Marketing & Cross Industry Growth. You will become acquainted with an exemplar company Yuhan Kimberly both via a case and a video lecture, and then be provided specific guidelines on how to reference the case to complete your individual capstone projects.


5 videos, 4 readings expand


  1. Reading: Course Overview and Project Milestones Objectives
  2. Video: Introduction to Specialization
  3. Video: International Marketing & Cross Industry Growth Capstone
  4. Video: Guidelines for using the exemplar case: Yuhan Kimberly.
  5. Reading: Exemplar Case: Yuhan Kimberly
  6. Discussion Prompt: Lessons from the Exemplar Case
  7. Video: Expert Interview with Lorenzo Swank, CEO Pixio
  8. Video: A tip for the capstone project from Prof. Sunmee Choi
  9. Reading: Honor Code and Plagiarism
  10. Reading: Slides for Exemplar Case Video


WEEK 2


Milestone 1: Situation Analysis



For Milestone 1, you will be expected to complete a Situation Analysis for a chosen company in a chosen industry. The major components of Milestone 1 will be A. A Noon Nopi Definition of the learners' Product. B. A Vision and Strategy Analysis. C. An Omni-Branding Analysis. And D. A SFU (Strong Favorable and Unique) Branding Analysis.


3 videos, 6 readings expand


  1. Video: Milestone 1: Situation Analysis Intro
  2. Video: Situation Analysis: Noon Nopi, Vision & Strategy
  3. Video: Situation Analysis: Omni Branding & SFU Analysis
  4. Discussion Prompt: Comments about Situation Analysis
  5. Reading: Slides for Situation Analysis Video
  6. Reading: Situation Analytic Templates
  7. Reading: Situation Analysis: Noon Nopi Definition and Rubrics
  8. Reading: Situation Analysis: Vision and Strategy Analysis and Rubrics
  9. Reading: Situation Analysis: Omni-Branding Analysis and Rubrics
  10. Reading: Situation Analysis: SFU Branding Analysis and Rubrics
  11. Peer Review: Situation Analysis


WEEK 3


Milestone 2: Marketing Mix Analysis



For Milestone 2 you will complete a comprehensive Marketing Mix Analysis for a chosen company in a chosen industry. The major components of Marketing Mix Analysis will be A. Product: Tangible and Intangible Characteristics. B. Promotion: 5 W's (Who, What, to Whom, Which, and What Effect). C. Price: Total Benefits and Total Costs Analysis. And D. Place: Convenience Add-Ons Analysis.


3 videos, 6 readings expand


  1. Video: Milestone 2: Marketing Mix Analysis Intro
  2. Video: Marketing Mix Analysis: Product & Promotion
  3. Video: Marketing Mix Analysis: Price & Place
  4. Discussion Prompt: Comments and Questions about Marketing Mix Analysis
  5. Reading: Slides for Marketing Mix Analysis Video Lecture
  6. Reading: Marketing Mix Analytic Templates
  7. Reading: Marketing Mix Analysis: Product Analysis and Rubrics.
  8. Reading: Marketing Mix Analysis: Promotion Analysis and Rubrics.
  9. Reading: Marketing Mix Analysis: Price Analysis and Rubrics.
  10. Reading: Marketing Mix Analysis: Place Analysis and Rubrics
  11. Peer Review: Marketing Mix Analysis


WEEK 4


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.


3 videos, 4 readings expand


  1. Video: Milestone 3: Cross Country Innovation Intro
  2. Video: Innovating Across Borders: Key Decisions
  3. Video: Innovating Across Borders: Marketing Mix Modifications
  4. Discussion Prompt: Comments and Questions about Cross Country Innovation
  5. Reading: Slides for Cross Country Innovation Video Lecture
  6. Reading: Cross Country Innovation Analytic Templates
  7. Reading: Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.
  8. Reading: Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.
  9. Peer Review: Cross Country Innovation Analysis


WEEK 5


Milestone 4: Cross Industry Innovation



For Milestone 4 you will complete the second part of the CCCI Innovation Approach, i.e. Cross-Industry Innovation for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Industry Expansion with the sub-components being: 1. A Problem Definition. 2. Choice of industry to benchmark from specialization. 3. Identification of key concepts to innovate. 4. Identification of incompatibilities across industries to iron out. a. Component B is a reformulation of the Marketing Mix Actions for Cross Industry Expansion with the sub-components being 1. Cross Industry Tangible and Intangible Characteristics Analysis. 2. Cross Industry Promotion: 5 W's Analysis. 3. Cross Industry Price: Benefits and Costs Analysis. And 4. Cross Industry Place: Convenience Add-Ons Analysis.


3 videos, 4 readings expand


  1. Video: Milestone 4: Cross Industry Innovation Intro
  2. Video: Innovating Across Industries: Key Decisions
  3. Video: Innovating Across Industries: Marketing Mix Modifications
  4. Reading: Slides for Cross Industry Innovation Video Lecture
  5. Reading: Cross Industry Innovation Analytic Templates
  6. Discussion Prompt: Comments and Questions about Cross Industry Innovation
  7. Reading: Cross Industry Innovation: Reformulation of Vision and Strategy with Rubrics.
  8. Reading: Cross Industry Innovation: Reformulation of Marketing Mix with Rubrics.
  9. Peer Review: Cross Industry Innovation Analysis


WEEK 6


Final Project Peer Review Evaluation and Specialization Wrap-Up



After having conducted the four Milestones, this week you will upload your final project for review evaluation by your peers. If you have been receiving weekly optional peer reviews and have iterated your submission based on constructive feedback, then uploading the final Capstone project will be faster than the stated time.


1 video expand


  1. Discussion Prompt: Tell us about your experiences
  2. Video: Final Thoughts

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