CourseraMarketingFree courseCertificate

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

4.8

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).

Go To Market Strategy; Practical Guide to Launch New Product (2026)
4.8 (585 Reviews)

- Provider: Udemy
- Time: 1.8h

$19.99

Learning to see how ideas spread: Five graphs (2024)
4.8 (179 Reviews)

- Provider: Udemy
- Time: 48 mins

$29.99

AI-Powered Affiliate Marketing: Build & Scale Your Program (2026)
4.8 (146 Reviews)

- Provider: Udemy
- Time: 4.3h

$19.99

Modern Marketing with Seth Godin (2026)
4.7 (3,814 Reviews)

- Provider: Udemy
- Time: 6.2h

$199.99

ChatGPT for AI Text Content Generation Writing and Creation (2026)
4.7 (706 Reviews)

- Provider: Udemy
- Time: 2.1h

$10.99

The Ultimate ClickFunnels Training Course + FREE Funnels! (2020)
4.7 (662 Reviews)

- Provider: Udemy
- Time: 19.3h

$74.99

All Marketing courses

Reviews

4.8

73 reviews in total

Select a bar to show only those reviews.Select the bar again to show every rating.

Write a review

By Martin B on 15-Nov-19

Excellent introduction into marketing and the constraints of CCCI

By Vignesh.D on 11-Nov-19

The contents are amazing

By STEPHEN K on 7-Nov-19

thank you Prof Dae Ryun Chang the course was fun and interactive. I would encourage people who wish to gets into t he new career.

By Maria L D on 1-Nov-19

Learned a lot. Hope this will be updated for 2020 with more companies.

By ABHIJAT S on 12-Oct-19

Sir, It was a wonderful experience. The faculty's way of teaching is fine.

By Aishwarya R on 8-Oct-19

Great course! I learnt a lot. Loved it!

By Heidi on 7-Oct-19

I learned a lot about international and global thinking applied to marketing. This course gets to the point quickly in every lesson, and each lesson is a digestible chunk. I found the key points easy to pick out. The presenter is engaging. I would recommend this course to a friend.

By Carolina S on 22-Sep-19

An amazing course. I shall recommend to all of the students who want to get a specialization in the area. Professor Dae Ryun Chang is an excellent professor and his classes are easy to understand. I kept catching me looking at brands with other points of view after the lectures.

By Sujay P on 9-Aug-19

Great way to learn basics of international marketing

By Tran T V on 4-Aug-19

The course is very helpful in understanding basic marketing and branding. Professor Chang has his unique, lively and persuading way of explaining terms and case studies. Thank you very much for an amazing learning experience.

By HABEEB A Y on 22-Jul-19