Intro to International Marketing

Start Date: 07/05/2020

Course Type: Common Course

Course Link: https://www.coursera.org/learn/intro-international-marketing

Explore 1600+ online courses from top universities. Join Coursera today to learn data science, programming, business strategy, and more.

About Course

About this Course This 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.

Course Syllabus

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.

Deep Learning Specialization on Coursera

Course Introduction

Intro to International Marketing Intro to International Marketing is an introductory course on comparative marketing in a globalised business context. The course follows the "What is international marketing?" framework developed by the Wharton Marketing School and the "What is advertising?" frameworks developed by the Wharton Institute. The course aims to help individuals and organisations make better business decisions by providing a set of practical, start-of-the-art tools, which will allow you to make better business decisions in a very intuitive and intuitive way. The course is taught by Wharton professors, including Wharton professor and former Google executive Ursula Burns, who will guide you through the course, and Wharton professor and former Google executive Oliver Mokdad, who will review your efforts and give you the opportunity to put these techniques to work for you. By the end of this course you will be able to - design comparative marketing campaigns around a specific set of market variables - analyse and analyse the performance of international marketing campaigns - design and analyse the performance of international marketing campaigns in a globalised environment - apply strategies and techniques for international marketing in a globalised environmentModule 1: What is international marketing? Module 2: Branding in an international context Module 3: Market research and global positioning Module 4: International marketing and international positioning Java Programming for the Internet of Things This advanced course introduces the core concepts of the Java programming language

Course Tag

Global Marketing Marketing Brand Management Marketing Strategy

Related Wiki Topic

Article Example
Intro to Political Science "Intro to Political Science" received mixed reviews from critics.
Marketing Research Institute International (MRII) The Marketing Research Institute International (MRII) was incorporated to:
Lotus Intro Upon the release of "Lotus", "Lotus Intro" debuted on the South Korean international singles chart at number 165 during the week of November 11 to 17, 2012, due to digital download sales of 1,898.
Destination Marketing Association International Destination Marketing Association International (DMAI) is a professional organization representing destination marketing organizations and convention and visitor bureaus worldwide.
Destination Marketing Association International Destination Marketing Association International (DMAI) is a professional organization representing destination marketing organizations and convention and visitor bureaus worldwide.
Edinburgh International Marketing Festival The Edinburgh International Marketing Festival is an annual event held alongside the main Edinburgh Festival to celebrate and debate the role of marketing in the global economy. The first EIMF was held in 2010.
Intro Crowd Intro Crowd was launched by Gregory Baker in April 2016. Intro Crowd is a crowdfunding platform that allows investors to collectively fund the acquisition of strategically selected land.
Destination Marketing Association International As the world’s largest resource for official destination marketing organizations (DMOs), Destination Marketing Association International represents over 1,500 professionals from 658+ destination marketing organizations in more than 25 countries.
Destination Marketing Association International As the world’s largest resource for official destination marketing organizations (DMOs), Destination Marketing Association International represents over 2,500 professionals from 650+ destination marketing organizations in more than 30 countries.
Intro to Knots "Intro to Knots" is the tenth episode of the fourth season of the NBC sitcom "Community", which originally aired on April 18, 2013.
Intro to Political Science "Intro to Political Science" is the 17th episode of the second season of "Community". It was originally aired on February 24, 2011 on NBC.
Sales & Marketing Executives International For the credibility of the profession, it is important to recognize marketing and sales professionals who have met and surpassed high standards of education, experience, knowledge, and ethical conduct. Sales & Marketing Executives International, Inc. (SMEI) has established sales certification and marketing certification programs for professionals to complete in order to be able to use its professional designations.
Science-to-business marketing Science-to-business marketing (S2B marketing) entails the marketing of research conducted at research institutions, particularly universities, to industry or other interested parties. The acronym S2B follows a series of marketing acronyms used to shorten and popularise marketing specialisations, including (B2C) (business-to-consumer marketing) and (B2B) (business-to-business marketing).
Global marketing In effect, the traditional ethnocentric conceptual view of international marketing trade is being counterbalanced by a more accurate global view of markets. This process of change is tracked in this paper and the growing importance of a strategic and organizational approach to international marketing is emphasized in this article theory. Focused attention is paid to the heterogeneous nature of international marketing process. The diversity of the globalized situations is matched by the variety of enterprises which play a vital part in the marketing exploration process. There is also explanation focuses on the matching of the available company resources and marketing goals in successful international marketing trade. The concept which unveils the paper brings out the importance of effective marketing procedures to success in international markets and trade over the international markets.
Marketing Research Institute International (MRII) The Marketing Research Institute International (MRII) is a non-profit institute affiliated with the University of Georgia and devoted to fulfilling the continuing educational needs of people worldwide in the marketing research profession.
Intro to Political Science "Intro to Political Science" was written by Adam Countee, his second writing credit of the series. It was directed by Jay Chandrasekhar, his second directing credit of the show.
Science-to-business marketing Science-to-Business (S2B) Marketing aims at the use of marketing principles for the area of science, supporting the successful commercialisation of research competencies, capacities and results from a research institution to its research customers. The objective thereby is to develop, test and provide new models, instruments and proceedings for research commercialisation that enable universities and research institutions to market their research more effectively. The approach uses existing instruments from Business to Business Marketing, Service Marketing and Technology & Innovation Marketing.
International Journal of Sports Marketing & Sponsorship The International Journal of Sports Marketing & Sponsorship is a quarterly peer-reviewed academic journal covering issues related to the marketing of sports that was established in 1999. Since 2004 it has been published by International Marketing Reports. The journal is abstracted and indexed by PsycINFO and the Social Sciences Citation Index.
Ikon Marketing Consultants Established in 2001 by Azaz Motiwala, IKON Marketing Consultants is a Management Consulting firm in India, helps Indian and International companies to solve their marketing problems and achieve business objective with his core expertise in to Marketing Strategy, Market Research, International Marketing, Branding and Performance Management.
Marketing The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organisation's overall marketing strategy.