International Marketing and Cross-Industry Growth. Leverage your innovation skills across countries and industries.
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No prior knowledge required
No unnecessary risks
This specialization covers concepts in marketing, but more importantly, emphasizes the need for companies and individuals to think openly across competitive markets and industries around the world in order to find new ideas or opportunities for expansion. This is summarized as Cross-Country and Cross-Industry Innovation, or CCCI for short.
The final project will require learners to develop a new product using knowledge acquired from at least two industries.
About this course This course combines two main topics: international marketing and cross-industry innovation. It will provide the basics of international marketing and explain how companies can grow by operating abroad or sourcing ideas/expanding into other countries or industries. It is summarized as CCCI: Cross-Country and Cross-Industry Innovation, a term and analysis platform that appears in this course and other courses in the specialization. As mentioned, this is an introductory course, so we will keep the concepts short and simple to make it easier for learners to enter the wonderful world of international marketing. Certain operational aspects, such as product management, price, place and promotion, as well as focus and positioning, will be covered in the second course in the specialization.
This is the second part of a series of foundational courses in the specialization: International Marketing and Industry Expansion. This course will delve deeper into the study of consumer science, B2C marketing, international market entry, targeting, positioning, international product, international promotion, international place, and international price. The final lessons will discuss seven new ways to innovate in international marketing, all of which begin with the letter “S” and will therefore be called the “7S of Innovation in International Marketing.” There will be a heavy emphasis on how companies can incorporate CCCI innovation, i.e. cross-country and cross-industry innovation, into marketing.
This course offers a unique perspective on the differentiating aspects of business-to-business (B2B) marketing that can be distinguished from the traditional business-to-consumer (B2C) marketing that most other marketing programs deal with. Also, as one of the courses in the specialization: International Marketing and Industry Expansion, there is also an emphasis here on how companies can expand through cross-country and cross-industry innovation.
As the fastest growing sectors in the current global economy, the hospitality and healthcare sectors offer tremendous growth opportunities for those already in the field and entrepreneurial opportunities for newcomers planning to enter. To succeed in these opportunities, one must first understand the unique characteristics of each industry. This course is designed to help those interested in career advancement opportunities in these industries or who want to build on them to be equipped with better management skills.
This course will provide students with a basic understanding of the characteristics and marketing strategies associated with two major global industries, sports and entertainment. The growth of both industries has been driven by their ability to innovate through CCCI, i.e. cross-country and cross-industry expansion. There will be a graded test of 10 questions during the first two weeks (worth 50% of the grade) and a final test of 20 questions (worth 50% of the grade) in the third week. Successful completion of this course will result in the following:
This course will serve as the culmination of the specialization: International Marketing and Industrial Expansion. The goal is to help you apply what you have learned during the 16 weeks of the 5 courses and carry out an “action learning” project that will include the following:
All of these analyses will have templates that will be described in video lectures using a case study, “John Kim”. You will be required to select a company for which these analyses will be performed. The goal will be to provide you with an integrated set of insights and application to a selected management situation and problems facing a company in the context of a specific region or country. You will also be required to select an additional industry (from those recommended in the specialization: B2C, B2B, Healthcare, Hospitality, Entertainment, Sports) when you develop the cross-industry innovation plan. For example, if you work for a company in the healthcare industry and analyzed this company, then you will be required to perform a cross-industry innovation project using concepts from a different industry such as Entertainment.
