Programa Especializado - Comercialización internacional y desarrollo entre industrias

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Programa Especializado - Comercialización internacional y desarrollo entre industrias

Comercialización internacional y desarrollo entre industrias

Harness your cross-country and cross-industry innovation skills.

Sobre este Programa Especializado

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.

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6 courses

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Proyectos

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Certificados

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Cursos
Beginner Specialization.
No prior experience required.
  1. CURSO 1

    Intro a Marketing Internacional

    Próxima sesión: abr. 3 — may. 1.
    Dedicación
    3 semanas de estudio, 1-2 horas/semana
    Subtítulos
    English, Spanish, Chinese (Simplified)

    Acerca del Curso

    Sobre este curso. Este curso presenta los dos temas claves. Marketing Internacional e Innovación entre Industrias. Entregará las bases del marketing internacional y luego explicará cómo pueden las empresas crecer al salir al extranjero o obtener ideas y expandirse a otros países o industrias. Esto se resume como CCCI: Cross-Country y Cross-Industry Innovation, o sea, Innovación entre Países e Innovación entre Industrias. Ya que es un curso introductorio, usaremos los conceptos de forma simple y breve para que los estudiantes puedan entender el maravilloso mundo del marketing internacional. Los aspectos más operacionales y específicos tales como gestión de productos, precio, lugar, y promoción junto con la ubicación y objetivo serán entregados en el segundo curso de especialización. Despued de completar este curso, los estudiantes recibirán los siguientes resultados: (1) un entendimiento del significado esencial de marketing y marketing internacional. (2) aprenderán que el marketing internacional se trata sobre obtener el equilibrio correcto entre maximizar las similitudes entre culturas (enfoque etic) y personalizar el marketing (enfoque emic) según las diferencias importantes locales. (3) aprenderán a cómo obtener recursos o expandirse a otras industrias en su región o en el extranjero por medio de la innovación entre industrias. (4) obtendrán una base sólida para cursos subsecuentes tales como el curso 2 (International Marketing Entry and Execution) y los cursos específicos a industrias en la especialización.
  2. CURSO 2

    Entrada y Ejecución de Marketing Internacional

    Próxima sesión: abr. 3 — may. 8.
    Dedicación
    4 semanas de estudio, 1-2 horas/semana
    Subtítulos
    English, Korean, Spanish, Chinese (Simplified)

    Acerca del Curso

    Esto va a ser la segunda parte de una serie de cursos fundamentales de la especialización: Marketing Internacional y Crecimiento entre Industrias. Este curso profundizará en la investigación científica del consumidor, B2C marketing, Entrada de Marketing Internacional, Focalización, Posicionamiento, Producto Internacional, Promoción Internacional, Plaza Internacional, y Precio Internacional. El último conjunto de clases tratará siete nuevas maneras de innovar en Marketing Internacional y todas empiezan con la letra "S" (en inglés) y por ello se llaman las 7S de Innovación de Marketing Internacional. Habrá un gran énfasis en como las empresas pueden incorporar innovación CCCI, i.e. Innovación de marketing entre Países y entre Industrias. Al completar el curso con éxito habrás aprendido: (1) Un punto de visto desde la empresa al consumidor y como interactuar con el consumidor como investigadores científicos. (2) Conocimiento de como entrar a mercados internacionales, elegir objetivos y posicionar marcas. (3) Haber adquirido un conocimiento más profundo acerca del significado básico de los elementos de la mezcla de mercadotecnia, i.e. producto, promoción, plaza, y precio, y la relación que tienen entre ellos. (4) Haber adquirido una nueva forma de pensar acerca de la innovación en marketing usando el método de las 7S: social, small, simple, skip, sports, screen, y set marketing entre países e implicaciones de innovación entre industrias.
  3. CURSO 3

    International B2B (Business to Business) Marketing

    Próxima sesión: abr. 3 — may. 1.
    Dedicación
    3 semanas de estudio, 1-2 horas/semana
    Subtítulos
    English, Korean, Spanish, Chinese (Simplified)

    Acerca del Curso

    This course offers a unique perspective into the differentiating aspects of business to business (B2B) marketing that can be contrasted to traditional business to consumer (B2C) marketing that is the subject of most other marketing curricula. Moreover, as one of the courses in the Specialization: International Marketing & Cross Industry Growth, here too there is an emphasis on how companies can expand by cross-country and cross-industry innovation. By taking this course learners will obtain the following outcomes: (1) understand the differences between B2C and B2B marketing. (2) approach marketing problems from an inter-organizational perspective, in particular, learn about decision making at buying centers. (3) innovate B2B marketing via a CCCI, i.e. Cross Country & Cross Industry Innovation approach. (4) gain insights about CCCI Innovation and best practices via interviews with top B2B industry experts.
  4. CURSO 4

    International Hospitality & Healthcare Services Marketing

    Próxima sesión: mar. 27 — abr. 24.
    Dedicación
    3 semanas de estudio, 1-2 horas/semana
    Subtítulos
    English, Spanish, Korean, Chinese (Simplified)

    Acerca del Curso

    As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry's unique characteristics. This course is designed to help those who are interested in career advancement opportunities in these industries or who want to be inspired by these industries to better equip themselves with enlightened and creative management capabilities. People who have successfully completed this course will be able to: (1) Identify the unique characteristics of service businesses and create successful management strategies to better manage the role of customers to gain desirable business outcomes, better market products than are intangible, and better manage customer expectations and perceptions. (2) Identify the unique characteristics of the hospitality industry, explain the process of balancing supply and demand in the hospitality industry, and implement optimal marketing and management strategies for this unique market. (3) Identify the unique characteristics of the healthcare industry, explain how this industry is evolving into the experience business, and better manage human interactions and facility to enhance the quality of customer experience. (4) Gain insights from the innovative approaches in the service industry overall, in hospitality and health industry in particular, and better develop innovative strategies in your industry.
  5. CURSO 5

    International Entertainment and Sports Marketing

    Próxima sesión: mar. 27 — abr. 24.
    Dedicación
    3 weeks of study, 2-3 hours/week
    Subtítulos
    English, Spanish, Chinese (Simplified)

    Acerca del Curso

    This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week. People who successfully complete this course will obtain the following outcomes: (1) You will learn the key characteristics of sports marketing. (2) You will learn the key characteristics of entertainment marketing. (3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. (4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. (5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).
  6. CURSO 6

    International Marketing & Cross Industry Growth Capstone Project

    Próxima sesión: abr. 10 — may. 29.
    Dedicación
    6 weeks of study, 1~2 hours/week
    Subtítulos
    English, Chinese (Simplified)

    Sobre el Proyecto Final

    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.

Creadores

  • Universidad Yonsei

    Yonsei University is dedicated to educate future leaders of our society in the spirit of Christianity, fostering a strong and lasting commitment to the principles of truth and freedom.

    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.

  • Dae Ryun Chang

    Dae Ryun Chang

    Professor of Marketing
  • Sunmee Choi

    Sunmee Choi

    Professor of Service Management

FAQs

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