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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/international-vertical-marketing-capstone-project
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国际市场营销与跨行业增长顶点项目课程总结 本课程是“国际市场营销与跨行业增长”专业的最后一部分，旨在帮助学员将前16周学习的知识应用到实际中，进行一个“行动学习”项目。项目包括以下几个部分： 1. 选择一个公司或品牌进行情境分析。 2. 对所选公司或品牌进行市场营销组合分析。 3. 制定跨国扩张的创新计划。 4. 针对跨行业扩展或获取创意的创新计划。 课程将采用“裕汉金伯利”为例，通过视频讲座讲解各种分析模板。学员需选择一个公司进行分析，目标是为特定区域或国家的管理情况和问题提供综合的见解和应用。此外，学员还需选择一种不同行业（如B2C、B2B、医疗、酒店、娱乐、体育等）来发展跨行业创新计划。 课程大纲如下： 1. **课程介绍与示例案例指南** 熟悉裕汉金伯利公司，了解完成个别顶点项目的具体指南。 2. **里程碑1：情境分析** 为所选公司在所选行业完成情境分析，主要包括产品定义、愿景与战略分析、全品牌分析和品牌SFU（强有利和独特）分析。 3. **里程碑2：市场营销组合分析** 针对所选公司进行全面的市场营销组合分析，包含产品特征、促销的五个W、成本与收益分析以及便利性附加分析。 4. **里程碑3：跨国创新** 开始跨国扩展的第一部分，包括愿景与战略的重新制定和跨国市场营销组合措施的调整。 5. **里程碑4：跨行业创新** 完成跨行业创新的第二部分，重新制定愿景与战略，并调整跨行业市场营销组合措施。 6. **最终项目同伴评审与专业总结** 完成四个里程碑后，上传最终项目以供同行评审，若在整个过程中有收到反馈并进行迭代，上传将更为顺利。 通过此课程，学员将能够在国际市场营销与跨行业增长的实际应用中获得深刻的见解与实践经验。
Name:Introduction to Capstone and Guidelines Using Exemplar Case
Description: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.
Name:Milestone 1: Situation Analysis
Description: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.
Name:Milestone 2: Marketing Mix Analysis
Description: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.
Name:Milestone 3: Cross Country Innovation
Description: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.
Name:Milestone 4: Cross Industry Innovation
Description:For Milestone 4 you will complete the second part of the CCCI Innovation Approach, i.e. Cross-Industry Innovation for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Industry Expansion with the sub-components being: 1. A Problem Definition. 2. Choice of industry to benchmark from specialization. 3. Identification of key concepts to innovate. 4. Identification of incompatibilities across industries to iron out. a. Component B is a reformulation of the Marketing Mix Actions for Cross Industry Expansion with the sub-components being 1. Cross Industry Tangible and Intangible Characteristics Analysis. 2. Cross Industry Promotion: 5 W's Analysis. 3. Cross Industry Price: Benefits and Costs Analysis. And 4. Cross Industry Place: Convenience Add-Ons Analysis.
Name:Final Project Peer Review Evaluation and Specialization Wrap-Up
Description:After having conducted the four Milestones, this week you will upload your final project for review evaluation by your peers. If you have been receiving weekly optional peer reviews and have iterated your submission based on constructive feedback, then uploading the final Capstone project will be faster than the stated time.
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.
