Intro to International Marketing

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

( 73 Reviews )

Created by: Dae Ryun Chang

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Overall Score : 96 / 100

Course Description

About this CourseThis course brings together two key subjects, International Marketing and Cross Industry Innovation. It will provide the basic foundations of international marketing and then explain how companies can grow by going abroad or sourcing ideas/expanding into other countries or industries. This is summarized as CCCI: Cross-Country and Cross-Industry Innovation, a term and analytical platform used throughout not only this course but others in the specialization. As an introductory course, we keep the concepts short and simple in order to ease learners into the wonderful world of international marketing. More specific operational aspects such as managing the product, price, place and promotion as well as targeting and positioning will be provided in the second course of the specialization. After you successfully complete this course learners will obtain the following outcomes:(1) an understanding of the core meaning of marketing and international marketing. (2) learn that international marketing is about striking the right balance between maximizing the similarities across cultures (Etic approach) and customizing marketing (Emic approach) to important local differences.(3) learn about how to source or expand into other industries at home or abroad via cross industry innovation.(4) obtain a solid foundation for subsequent courses such as course 2 (International Marketing Entry and Execution) and the industry-specific courses in the specialization.

Time: 6h

Instructor Details

Dae Ryun Chang

4.8 Rating
73 Reviews

Dae Ryun Chang is Professor of Marketing at Yonsei School of Business. He received his Doctorate from Harvard University, his MBA from Columbia University, and his BCom from the University of British Columbia. He has held visiting faculty appointments at Helsinki School of Economics, Hong Kong University of Science & Technology, Australian National University, Singapore Management University and Nanyang Technology University. His research interests lie in integrated brand management, innovation in B2B marketing and corporate social responsibility. His research includes publications in Management Science, Journal of Marketing, and the Journal of Product Innovation Management. His latest book is Mastering Noon Nopi: the Art & Science of Marketing in Asia (Yonsei University Press). He is a contributing blogger at Harvard Business Review Online where he opines about marketing, branding, entertainment, sports, and Asian business-related issues. He is pursuing a new passion as an independent filmmaker and has written and directed two short films, "I, Profess" (2013) and "Call Coho" (2015).

Reviews

4.8

73 total reviews

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By Ricardo J O on 17-Feb-16

Positive: Readings and references allow for an additional study of related course concepts.Negative: Course is excessively short - both in number of modules and also in resources per module. Quizzes are excessively easy. This course is basically a small part of a previous course in International Marketing in Asia. I think a new set of courses should have been presented and not this. Some of the concepts are excessively focused in Asia... Also the LG interview videos seem excessivelly of 'free' publicity. It should be avoided.Overall - in my opinion, to be relevant in the online you have to upscale your game. Yonsei presents very short courses, as it can be seen in the specialization emerging technologies. Hope you can change your approach in the future or I don't think your courses will have traction. Please review your next courses in the specialization not to be parts of your previous course but to have new materials... I don't think is very credible to slice a course and offering it in 6 parts and call it a specialzation.I wish you luck.

By Akshay J on 30-Apr-16

Good content..but should also have some graded excercises

By Anukriti S on 14-Sep-16

Course can be more comprehensive.

By Michele S on 30-Apr-19

Very good course.

By VEGESNA S C V on 23-Sep-18

GREAT!

By Paul R on 17-Feb-16

Wanted a little more heft to the class. Professor is good, provides clear explanation of concepts and creatively applies his own to the theory.

By Christine L on 9-Mar-17

I enjoyed the course and appreciated his teaching style. It kept me interested and provided information that I may not have known previously. My only frustration was not being able to participate since I was auditing. Other MOOCs allow participation - you just don't get credit/certificate at the end.

By Maurel on 25-Sep-16

A very complete course, with many key words and definitions. The interview of LG are also very interesting, the last peer project is very educational. Be careful the interview of Swarosky jewel manager is to very relevant.

By Xiwen Q on 13-Jul-16