International Marketing Entry and Execution

About 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.

Created by:  Yonsei University

• Taught by:  Dae Ryun Chang, Professor of Marketing

  School of Business

Basic Info Course 2 of 6 in the International Marketing & Cross Industry Growth Specialization Commitment 4 weeks of study, 1-2 hours/week Language English, Subtitles: Korean, Spanish, Chinese (Simplified) How To Pass Pass all graded assignments to complete the course. User Ratings 4.7 stars Average User Rating 4.7See what learners said Coursework

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

Help from your peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

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


B2C (Business to Consumer) Marketing



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. over, 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.


7 videos, 5 readings, 1 practice quiz expand

1. Reading: Syllabus
2. Reading: Recommended Reading on Noon Nopi
3. Reading: Let's Connect on Social Media
4. Reading: Slides
5. Video: Introduction to Specialization
6. Video: 1.1 Introduction to Course
7. Video: 1.2 CSI in International Marketing
8. Video: 1.3 B2C Marketing
9. Video: 1.4 Interview B2C
10. Video: 1.5 Targeted Mini VSA
11. Video: 1.6 Marketing to Bottom of Pyramid
12. Reading: References
13. Practice Quiz: Lesson 1 Practice Quiz

WEEK 2


Entry, Targeting and Positioning



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.


5 videos, 3 readings expand

1. Reading: Recommended Reading on Marketing Strategy
2. Reading: Slides
3. Video: 2.1 Market Landing
4. Video: 2.2 Market Targeting
5. Video: 2.3 Market Positioning
6. Video: 2.4 Self Positioning
7. Video: 2.5 Interview Phil Zerrillo
8. Reading: References

Graded: Lesson 2 Quiz

WEEK 3


Marketing Mix and Cross Country & Cross Industry Growth



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.


4 videos, 2 readings expand

1. Reading: Slides
2. Video: 3.1 Product Marketing
3. Video: 3.2 Promotion Marketing
4. Video: 3.3 Place Marketing
5. Video: 3.4 Price Marketing
6. Reading: References

Graded: Lesson 3 Quiz

WEEK 4


7S of International Marketing Innovation



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.


9 videos, 3 readings, 1 practice quiz expand

1. Reading: Slides
2. Video: 4.1 7S Innovation Marketing
3. Video: 4.2 S1: Social Marketing
4. Video: 4.3 S2: Small Marketing
5. Video: 4.4 S3: Simple Marketing
6. Video: 4.5 S4: Skip Marketing
7. Video: 4.6 S5: Sports Marketing
8. Video: 4.7 S6: Screen Marketing
9. Video: 4.8 S7: Set Marketing
10. Video: Instructor's Thank You
11. Reading: References
12. Practice Quiz: Lesson 4 Practice Quiz
13. Peer Review: Optional Peer Review on Marketing Execution
14. Reading: How to Record and Post Your Video

Graded: Final Quiz