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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/intro-international-marketing
课程评论：没有评论
课程名称：国际营销入门 课程概述： 本课程结合了国际营销和跨行业创新两个关键主题。它将提供国际营销的基本基础，并解释公司如何通过走出去或在其他国家或行业寻求创意和扩展来实现增长。该过程被总结为跨国与跨行业创新（CCCI），这一术语和分析平台不仅在本课程中使用，在整个专业中也同样适用。作为一门入门课程，我们将概念保持简短易懂，以便让学习者轻松进入国际营销的奇妙世界。至于具体的操作方面，如产品、价格、渠道和促销的管理，以及目标市场和定位的内容，将在专业的第二门课程中提供。 完成本课程后，学习者将获得以下成果： (1) 理解营销和国际营销的核心含义。 (2) 学习到国际营销的关键在于在文化之间的相似性（外部视角）与重要地方差异的定制营销（内部视角）之间找到平衡。 (3) 学习如何通过跨行业创新在国内或国外获得想法或扩展到其他行业。 (4) 为后续课程打下坚实基础，比如第二门课程（国际营销入口和执行）及该专业中的特定行业课程。 课程大纲： 第一部分：什么是营销？ 本节介绍营销的概念及其有效执行所涉及的组件，尤其是介绍“Eye Level”（眼平）这个概念。讲解营销的四大执行工具：产品、价格、渠道和促销。同时探讨文化的意义及如何在类似（外部）和根本不同（内部）的维度上比较各国文化，并通过LG电子品牌管理副总裁李政锡的访谈，探讨LG在尼日利亚、印度和印度尼西亚面临的国际营销策略和挑战。 第二部分：什么是营销策略？ 学习营销策略的基本内容，并避免营销近视，通过VSA框架工具来捕捉微弱信号，帮助公司应对市场波动。介绍“Transing”作为应对企业环境变化的策略，并通过Starbucks和教授张大润的案例阐释。在最后的两节视频中，听取业界专家对跨学科协作开发新产品的见解。 第三部分：什么是品牌？ 本节探讨品牌管理的重要概念，从品牌的基本功能入手，分析公司如何在“跨国”增长路径中进行品牌管理，及其在进入新行业时对品牌的思考，使用ASIANA COBRA范式分析品牌在品牌、公司、原产国和区域的广泛影响。 此课程为学习者在国际营销领域打下了坚实的基础，为后续更深入的课程学习奠定了基础。
Part: 1
Title:What is Marketing?
Description: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.
Part: 2
Title:What is Marketing Strategy?
Description: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.
Part: 3
Title:What is Branding?
Description: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.
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.
