International Marketing (MKT205c)
Vietnamese title: Maketing quốc tế
Credits: 3
Prerequisites: MKT101 or MKG101 or MMK101 or IBI101

Description:
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.

Learning outcomes:
Understand the basic foundations of international marketing and be able to explain how companies can grow by going abroad or sourcing ideas/expanding into other countries or industries.
Understand consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price
Understand the differentiating aspects of business to business (B2B) marketing that can be contrasted to traditional business to consumer (B2C) marketing
Understand the unique characteristics of both hospitality and healthcare services sector.
Understand the characteristics and marketing strategies related to two key global industries, sports and entertainment.
Be able to apply what you have learned during the 16 weeks of the 5 courses

Student tasks:
1. Join the online course (spec.) when being invited by the admin.
2. Enroll in each MOOC of spec., regularly study MOOCs at least 5hrs/week by watching videos, reading materials, taking quizzes, doing assgnments... as required
3. Respect the Coursera Code of Conduct, at https://learner.coursera.help/hc/en-us/articles/208280036-Coursera-Code-of-Conduct
3. Keep online learning progress promptly (bonus will be awarded)
4. Communicate and discuss in forum
5. Attend off-line sessions in the Campus (Optional)
6. Must complete all MOOCs of spec. with certification in order to take the Final Exam at Campus

Tools:
Internet access

Materials:
description: https://www.coursera.org/specializations/international-marketing
note: Spec: International Marketing & Cross Industry Growth Specialization
description: https://www.coursera.org/learn/international-vertical-marketing-capstone-project
publisher: Coursera
note: MOOC 6: International Marketing & Cross Industry Growth Capstone Project
description: https://www.coursera.org/learn/international-entertainment-sports-marketing
publisher: Coursera
note: MOOC 5: International Entertainment and Sports Marketing
description: https://www.coursera.org/learn/healthcare-marketing-hospitality-management
publisher: Coursera
note: MOOC 4: International Hospitality & Healthcare Services Marketing
description: https://www.coursera.org/learn/b2b-marketing
publisher: Coursera
note: MOOC 3: International B2B (Business to Business) Marketing
description: https://www.coursera.org/learn/international-marketing-entry-execution
publisher: Coursera
note: MOOC 2: International Marketing Entry and Execution
description: https://www.coursera.org/learn/intro-international-marketing
publisher: Coursera
note: MOOC 1: Intro to International Marketing

Assessments:
category: Final Exam
type: Final exam
weight: 100.0
duration: 60 mins
no_question: Multiple choicesMarked by Computer
knowledge_and_skill: 50
grading_guide: All studied courses. Each module of course contributes 3-4 questions.
note: by Exam Board

Schedule:
session: Module 1: What is Marketing?
Lesson 1: Introduction to Specialization
Lesson 2: 1.1 Introduction to Course
Lesson 3: 1.2 What is Marketing?
Lesson 4: 1.3 What is Marketing Execution?
Lesson 5: 1.4 Cross Cultural Analysis Platforms
Lesson 6: 1.5 LG Interview (Jeongseok Lee)
Module 2: What is Marketing Strategy?
Lesson 1: 2.1 What is Marketing Strategy?
Lesson 2: 2.2 VSA
Lesson 3: 2.3 Transing
Lesson 4: 2.4 Cross Industry Innovation
Lesson 5: 2.5 LG Interview (Siwan Ryu)
Lesson 6: 2.6 Luxury Marketing Interview H. Lee
learning_outcomes: T
session: Module 3: What is Branding?
Lesson 1: 3.1 What is Branding?
Lesson 2: 3.2 International Branding Strategy
Lesson 3: 3.3 Cross Industry Branding
Lesson 4: 3.4 ASIANA COBRA part1
Lesson 5: 3.5 ASIANA COBRA part2
Lesson 6: Instructor's Thank You
Review Course 1
learning_outcomes: TU
session: Module 1: B2C (Business to Consumer) Marketing
Lesson 1: Introduction to Specialization
Lesson 2: 1.1 Introduction to Course
Lesson 3: 1.2 CSI in International Marketing
Lesson 4: 1.3 B2C Marketing
Lesson 5: 1.4 Interview B2C
Lesson 6: 1.5 Targeted Mini VSA
Lesson 7: 1.6 Marketing to Bottom of Pyramid
Module 2: Entry, Targeting and Positioning
Lesson 1: 2.1 Market Landing
Lesson 2: 2.2 Market Targeting
Lesson 3: 2.3 Market Positioning
Lesson 4: 2.4 Self Positioning
Lesson 5: 2.5 Interview Phil Zerrillo
Module 3: Marketing Mix and Cross Country & Cross Industry Growth
Lesson 1: 3.1 Product Marketing
Lesson 2: 3.2 Promotion Marketing
Lesson 3: 3.3 Place Marketing
Lesson 4: 3.4 Price Marketing
learning_outcomes: T
session: Module 4: 7S of International Marketing Innovation
Lesson 1: 4.1 7S Innovation Marketing
Lesson 2: 4.2 S1: Social Marketing
Lesson 3: 4.3 S2: Small Marketing
Lesson 4: 4.4 S3: Simple Marketing
Lesson 5: 4.5 S4: Skip Marketing
Lesson 6: 4.6 S5: Sports Marketing
Lesson 7: 4.7 S6: Screen Marketing
Lesson 8: 4.8 S7: Set Marketing
Lesson 9: Instructor's Thank You
learning_outcomes: TU
session: Module 1: What is B2B Marketing?
Lesson 1: Introduction to Specialization
Lesson 2: 1.1 Introduction to Course
Lesson 3: 1.2 What is B2B Marketing? Part1
Lesson 4: 1.3 What is B2B Marketing? Part2
Lesson 5: 1.4 B2B: Push & Pull and the 4W’s Approach
Lesson 6: 1.5 Expert B2B Interview with Alex Teo and Prasanna Meduri Part1
Lesson 7: 1.6 Expert B2B Interview with Alex Teo and Prasanna Meduri Part2
learning_outcomes: T
session: Module 2: B2B Marketing Mix
Lesson 1: 2.1 B2B: Product Marketing Part1
Lesson 2: 2.2 B2B: Product Marketing Part2
Lesson 3: 2.3 B2B: Price Marketing Part1
Lesson 4: 2.4 B2B: Price Marketing Part2
Lesson 5: 2.5 B2B: Promotion Marketing Part1
Lesson 6: 2.6 B2B: Promotion Marketing Part2
Lesson 7: 2.7 B2B: Place Marketing Part1
Lesson 8: 2.8 B2B: Place Marketing Part2
Module 3: B2B Cross Country and Cross Industry Growth
Lesson 1: 3.1 B2B: Cross Country Growth Part1
Lesson 2: 3.2 B2B: Cross Country Growth Part2
Lesson 3: 3.3 B2B: Cross Industry Growth Part1
Lesson 4: 3.4 B2B: Cross Industry Growth Part2
Lesson 5: 3.5 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part1
Lesson 6: 3.6 Expert Interview with Rolls Royce International (Dr. Alex Jun) Part2
Lesson 7: 3.7 Expert Interview with ThyssenKrupp (Mr. Wayne Park)
Lesson 8: Instructor's Thank You
learning_outcomes: T
session: Module 1: What is unique about managing a service business?
Lesson 1: 1.1. Harnessing Cross Country & Cross Industry Innovation Skills
Lesson 2: 1.2. Introduction to service businesse
Lesson 3: 1.3. Unique characteristics of service businesses: 01. Customer participation
Lesson 4: 1.4. Unique characteristics of service businesses: 02. Simultaneity
Lesson 5: 1.5. Unique characteristics of service businesses: 03. Perishability
Lesson 6: 1.6. Unique characteristics of service businesses: 04. Intangibility
Lesson 7: 1.7. Unique characteristics of service businesses: 05. Heterogeneity
learning_outcomes: T
session: Module 2: How to successfully market a hospitality business?
Lesson 1: 2.1. Introduction to the hospitality industry
Lesson 2: 2.2. Common characteristics among the hospitality businesses
Lesson 3: 2.3. Unique marketing approaches in the hospitality industry : Variable pricing
Lesson 4: 2.4. Challenges in moving from fixed pricing to variable pricing
Lesson 5: 2.5. Variable pricing strategies: Premium pricing & target discounting
Module 3: How to successfully market a healthcare business?
Lesson 1: 3.1. Healthcare service industry & its unique marketing approaches
Lesson 2: 3.2. Evolvement of healthcare management focus
Lesson 3: 3.3. Examples of successful patient experience management: Shouldice Hospital
Lesson 4: 3.4. Key elements of design in experience management: Interaction
Lesson 5: 3.5. Examples of successful patient experience management: Kameda Medical Center
Lesson 6: 3.6. Key elements of design in experience management: Facility
Lesson 7: 3.7. Healthcare innovation
Lesson 8: 3.8. Review: Healthcare service industry & its unique marketing approaches
Lesson 9: 3.9. Expert Interview with Severance Hospital
learning_outcomes: TU
session: Module 1: Sports Marketing
Lesson 1: Introduction to Specialization
Lesson 2: 1.1 Introduction to Course
Lesson 3 1.2 What is Sports Marketing Part 1
Lesson 4: 1.3 What is Sports Marketing Part 2
Lesson 5: 1.4 Fan Marketing
Lesson 6: 1.5 Influence Marketing: Sports
Lesson 7: 1.6 Storytelling in Sports Marketing
Lesson 8: 1.7 Sports Sponsorship Part 1
Lesson 9: 1.8 Sports Sponsorship Part 2
Lesson 10: 1.9 Expert Interview with John Davis, Duke University
Lesson 11: 1.10 Expert Interview with Josh Mora, Full Sail University
Module 2: Entertainment Marketing
Lesson 1: 2.1 What is Entertainment Marketing?
Lesson 2: 2.2 Show Business Marketing
Lesson 3: 2.3 Creating Creative Content Part
Lesson 4: 2.4 Creating Creative Content Part
Lesson 5: 2.5 Virtual Reality and Over the Top Part 1
Lesson 6: 2.6 Virtual Reality and Over the Top Part 2
Lesson 7: 2.7 Entertainment Branding Part 1
Lesson 8: 2.8 Entertainment Branding Part 2
Lesson 9: 2.9 Viral Marketing
Lesson 10: 2.10 Expert Interview with Woo Jin Kim, YG Entertainment
learning_outcomes: T
session: Module 3: Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing
Lesson 1: 3.1 Cross Country Sports10m
Lesson 2: 3.2 Cross Country Entertainment Part 1
Lesson 3: 3.3 Cross Country Entertainment Part 2
Lesson 4: 3.4 Cross Industry Sports
Lesson 1: 3.5 Cross Industry Entertainment Part 1
Lesson 5: 3.6 Cross Industry Entertainment Part 2
Lesson 6: 3.7 Interview with Jörg Dietzel, Audi Part 1
Lesson 7: 3.8 Interview with Jörg Dietzel, Audi Part 2
Lesson 8: 3.9 Interview with HyeongKeun Kang, adidas Part 1
Lesson 9: 3.10 Interview with HyeongKeun Kang, adidas Part 2
Lesson 10: Instructor's Thank You
learning_outcomes: TU
session: Module 1: Introduction to Capstone and Guidelines Using Exemplar Case
Lesson 1: Introduction to Specialization
Lesson 2: International Marketing & Cross Industry Growth Capstone
Lesson 3: Guidelines for using the exemplar case: Yuhan Kimberly.
Lesson 4: Expert Interview with Lorenzo Swank, CEO Pixio
Lesson 5: A tip for the capstone project from Prof. Sunmee Choi
Module 2: Milestone 1: Situation Analysis
Lesson 1: Milestone 1: Situation Analysis Intro
Lesson 2: Situation Analysis: Noon Nopi, Vision & Strategy
Lesson 3: Situation Analysis: Omni Branding & SFU Analysis
learning_outcomes: T
session: Module 3: Milestone 2: Marketing Mix Analysis
Lesson 1: Milestone 2: Marketing Mix Analysis Intro
Lesson 2: Marketing Mix Analysis: Product & Promotion
Lesson 3: Marketing Mix Analysis: Price & Place
Module 4: Milestone 3: Cross Country Innovation
Lesson 1: Milestone 3: Cross Country Innovation Intro
Lesson 2: Innovating Across Borders: Key Decisions
Lesson 3: Innovating Across Borders: Marketing Mix Modifications

Module 5: Milestone 4: Cross Industry Innovation
Lesson 1: Milestone 4: Cross Industry Innovation Intro
Lesson 2: Innovating Across Industries: Key Decisions
Lesson 3: Innovating Across Industries: Marketing Mix Modifications
Module 6: Final Project Peer Review Evaluation and Specialization Wrap-Up
Lesson 1: Final Thoughts

Review
learning_outcomes: T