Об этом курсе
4.6
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Рецензии: 56
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Часов на завершение

Прибл. 6 часа на выполнение

Предполагаемая нагрузка: 3 weeks of study, 1-2 hours/week...
Доступные языки

Английский

Субтитры: Английский, Испанский, Китайский (упрощенное письмо)...

Приобретаемые навыки

Global MarketingMarketingBrand ManagementMarketing Strategy
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Назначьте сроки сдачи в соответствии со своим графиком.
Часов на завершение

Прибл. 6 часа на выполнение

Предполагаемая нагрузка: 3 weeks of study, 1-2 hours/week...
Доступные языки

Английский

Субтитры: Английский, Испанский, Китайский (упрощенное письмо)...

Программа курса: что вы изучите

Неделя
1
Часов на завершение
2 ч. на завершение

What is Marketing?

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....
Reading
6 видео (всего 51 мин.), 5 материалов для самостоятельного изучения, 1 тест
Video6 видео
1.1 Introduction to Course1мин
1.2 What is Marketing?10мин
1.3 What is Marketing Execution?6мин
1.4 Cross Cultural Analysis Platforms15мин
1.5 LG Interview (Jeongseok Lee)13мин
Reading5 материала для самостоятельного изучения
Syllabus10мин
References10мин
Let's Connect on Social Media10мин
Slides10мин
Recommended Reading on Noon Nopi10мин
Quiz1 практическое упражнение
Lesson 1 Quiz10мин
Неделя
2
Часов на завершение
2 ч. на завершение

What is Marketing Strategy?

After completing Video 2.1 successfully, you will be able to explain marketing strategy basics and avoid marketing myopia. You will also be able to use the VSA framework tool in order to find weak signals and help your company survive market tsunamis. Next, in Video 2.3 you will learn a key concept called "Transing" which is a strategy for coping with change in the corporate environment. We apply "Transing" not only to brands, such as Starbucks, but also to individuals, such as Professor Dae Ryun Chang to illustrate how we can transition when aspiring for loftier long term goals. Transing then sets you up for Video 2.4 and the core concept of Cross Industry Innovation -how companies can source ideas or expand into different industries. In the last two videos, you are given the opportunity to hear from two experts in the field: (1) Mr. Siwan Ryu discusses how Mosquito Away, a major new product was developed at LG Electronics with cross-disciplinary collaboration and (2) Ms. Hye-Won Lee talks about how Swarovski's new product ideas such as wearable jewelry was sourced from other industries....
Reading
6 видео (всего 60 мин.), 3 материалов для самостоятельного изучения, 1 тест
Video6 видео
2.2 VSA12мин
2.3 Transing11мин
2.4 Cross Industry Innovation12мин
2.5 LG Interview (Siwan Ryu)9мин
2.6 Luxury Marketing Interview H. Lee1мин
Reading3 материала для самостоятельного изучения
References10мин
Slides10мин
Recommended Reading on Marketing Strategy10мин
Quiz1 практическое упражнение
Lesson 2 Quiz10мин
Неделя
3
Часов на завершение
4 ч. на завершение

What is Branding?

This lesson will introduce learners to the important concept of brand management at its various levels. It starts by examining the fundamental functions of brands (Video 3.1). Then, we derive the implications for branding for companies going abroad (Video 3.2) in a "Cross Country" growth path. Finally, we discuss how companies entering into new industries should think about brands especially about whether or not to extend brands in a "Cross Industry" growth path (Video 3.3). Learners are also introduced to the ASIANA COBRA paradigm that allows brands to be analyzed in a broader than usual perspective that includes, the brand, the company, the country of origin and the region. Although it originates from an Asian perspective, it can be easily applied to other regions such as North America, South America, Africa or Europe. ...
Reading
6 видео (всего 52 мин.), 3 материалов для самостоятельного изучения, 3 тестов
Video6 видео
3.2 International Branding Strategy12мин
3.3 Cross Industry Branding10мин
3.4 ASIANA COBRA part111мин
3.5 ASIANA COBRA part28мин
Instructor's Thank Youмин
Reading3 материала для самостоятельного изучения
References10мин
Slides10мин
How to Record and Post Your Video10мин
Quiz2 практического упражнения
Lesson 3 Quiz10мин
Final Quiz40мин
4.6

Лучшие рецензии

автор: ACSep 13th 2017

The course was really good considering the different way of teaching that was involved during the complete course and the various domains that were covered. It was a great experience. Thank You.

автор: BBOct 3rd 2017

very helpful , clear explanations and i really like the style that during the presentation questions bars had appeared it helped a lot to pay attention and stay focused.

Преподаватель

Avatar

Dae Ryun Chang

Professor of Marketing
School of Business

О 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....

О специализации ''International Marketing & Cross Industry Growth '

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....
International Marketing & Cross Industry Growth

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