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.
Этот курс входит в специализацию ''Специализация Международный маркетинг и межотраслевое развитие '
International Marketing & Cross Industry Growth Capstone Project
от партнера
Программа курса: что вы изучите
Неделя
1Introduction 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 видео ((всего 36 мин.)), 4 материалов для самостоятельного изучения
5 видео
International Marketing & Cross Industry Growth Capstone1мин
Guidelines for using the exemplar case: Yuhan Kimberly.10мин
Expert Interview with Lorenzo Swank, CEO Pixio10мин
A tip for the capstone project from Prof. Sunmee Choi8мин
4 материала для самостоятельного изучения
Course Overview and Project Milestones Objectives5мин
Exemplar Case: Yuhan Kimberly
Honor Code and Plagiarism3мин
Slides for Exemplar Case Video5мин
Неделя
2Milestone 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 видео ((всего 20 мин.)), 6 материалов для самостоятельного изучения, 1 тест
3 видео
Situation Analysis: Noon Nopi, Vision & Strategy7мин
Situation Analysis: Omni Branding & SFU Analysis10мин
6 материала для самостоятельного изучения
Slides for Situation Analysis Video5мин
Situation Analytic Templates5мин
Situation Analysis: Noon Nopi Definition and Rubrics10мин
Situation Analysis: Vision and Strategy Analysis and Rubrics10мин
Situation Analysis: Omni-Branding Analysis and Rubrics10мин
Situation Analysis: SFU Branding Analysis and Rubrics10мин
Неделя
3Milestone 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 видео ((всего 16 мин.)), 6 материалов для самостоятельного изучения, 1 тест
3 видео
Marketing Mix Analysis: Product & Promotion7мин
Marketing Mix Analysis: Price & Place7мин
6 материала для самостоятельного изучения
Slides for Marketing Mix Analysis Video Lecture5мин
Marketing Mix Analytic Templates5мин
Marketing Mix Analysis: Product Analysis and Rubrics.10мин
Marketing Mix Analysis: Promotion Analysis and Rubrics.10мин
Marketing Mix Analysis: Price Analysis and Rubrics.10мин
Marketing Mix Analysis: Place Analysis and Rubrics10мин
Неделя
4Milestone 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 видео ((всего 24 мин.)), 4 материалов для самостоятельного изучения, 1 тест
3 видео
Innovating Across Borders: Key Decisions10мин
Innovating Across Borders: Marketing Mix Modifications12мин
4 материала для самостоятельного изучения
Slides for Cross Country Innovation Video Lecture5мин
Cross Country Innovation Analytic Templates5мин
Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.20мин
Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.20мин
Преподаватель
Dae Ryun Chang
Professor of MarketingSchool of Business
О Университет Ёнсе
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.
О специализации ''Международный маркетинг и межотраслевое развитие '
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 knowledge learned from at least 2 industries.
Часто задаваемые вопросы
Когда я получу доступ к лекциям и заданиям?
Зарегистрировавшись на сертификацию, вы получите доступ ко всем видео, тестам и заданиям по программированию (если они предусмотрены). Задания по взаимной оценке сокурсниками можно сдавать и проверять только после начала сессии. Если вы проходите курс без оплаты, некоторые задания могут быть недоступны.
Что я получу, оформив подписку на специализацию?
Записавшись на курс, вы получите доступ ко всем курсам в специализации, а также возможность получить сертификат о его прохождении. После успешного прохождения курса на странице ваших достижений появится электронный сертификат. Оттуда его можно распечатать или прикрепить к профилю LinkedIn. Просто ознакомиться с содержанием курса можно бесплатно.
Какие правила возврата средств?
Можно ли получить финансовую помощь?
What benefits do I receive for taking the Capstone Project?
The key benefits you receive is to apply the concepts learned in the specialization to an actual managerial problem. More specifically, you will have a hands-on experience on how to expand an existing business or product across borders and to grow or source innovation ideas from another industry, hence CCCI, i.e. Cross-Country and Cross-Industry Innovation.
How long will the Capstone take?
If the Capstone is conducted at a leisurely place (1~2 hours per week), it could be completed in about 6 weeks. If the learner speeds up the work (2~4 hours of work per week), then it can be done in half that time.
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