International Marketing & Cross Industry Growth Capstone Project from Coursera

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.

What's inside

Syllabus

Introduction to Capstone and Guidelines Using Exemplar Case

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.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Applies knowledge and tools from previous courses in the Specialization

Integrates learning through a series of comprehensive projects

Develops advanced skills in international marketing and cross-industry growth

Led by experienced instructors Dae Ryun Chang

Reviews summary

International marketing capstone project

According to students, this capstone project serves as a solid culmination of the specialization, requiring learners to apply concepts to real-world company scenarios. Many found the project framework and milestones helpful for breaking down the complex task, describing it as challenging yet rewarding and a valuable practical experience. However, a significant point of frustration noted by multiple reviewers is the inconsistency and unreliability of the peer review system. Some students also felt that the video lectures and instructions occasionally lacked sufficient depth to fully prepare them for the project's demands, particularly for certain sections like cross-industry analysis. Be prepared for a significant time commitment.

Requires notable time commitment

"Definitely requires significant time commitment."

"It's a lot of work, but worth it."

"The project is intense but teaches you a lot."

Demanding but valuable learning experience

"The capstone project was challenging but very rewarding."

"Fantastic culmination of the specialization! The project is intense but teaches you a lot."

"Challenging yet highly practical capstone."

"It's a lot of work, but worth it."

Well-structured with helpful milestones

"The structure of the milestones was helpful in breaking down the large project."

"A solid capstone. It brings together the different modules nicely. The template approach is helpful."

"Good project structure..."

"The project framework is decent..."

Apply concepts to real-world cases

"It required me to apply everything I learned in the previous courses."

"The project framework is robust and allows for real-world application."

"Applying the frameworks to a company of your choice makes it very practical."

"Applying the concepts to my own industry and a chosen company was invaluable."

Lectures/instructions can lack depth

"the video lectures felt a bit rushed and didn't always provide enough detail to tackle the complexity..."

"The lectures didn't adequately prepare me for the project's depth."

"The video explanations need more depth. It feels like you're mostly figuring things out on your own."

"The cross-industry section was particularly confusing."

Peer review quality is highly variable

"The peer review system was a bit inconsistent, some reviews were helpful, others not so much."

"Peer reviews varied greatly in quality, which is frustrating when your grade depends on it."

"The hardest part was getting useful feedback through peer review. It relies heavily on other students taking it seriously."

"Very disappointed... the peer review system is a joke... leading to unfair scores and useless feedback."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in International Marketing & Cross Industry Growth Capstone Project with these activities:

Collect Global Marketing Resources

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Helps students build a valuable repository of resources for future reference and application.

Browse courses on Global Marketing

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Gather articles, case studies, and other resources related to international marketing.
Organize and categorize the resources for easy access.

Form Study Groups

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Encourages collaboration and knowledge sharing among students, promoting deeper understanding of course concepts.

Browse courses on Collaboration

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Form study groups with other students in the course.
Meet regularly to discuss course material, exchange notes, and work on assignments together.

Attend International Marketing Conferences

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Provides opportunities to connect with industry professionals and learn about the latest trends in international marketing.

Browse courses on International Marketing

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Identify and register for international marketing conferences.
Attend the conferences and participate in sessions and networking events.

Six other activities

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Show all nine activities

Read International Marketing: Analysis and Strategy

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Provides a comprehensive overview of the international marketing environment and strategies.

View International Marketing, 18th Edition on Amazon

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Read Chapters 1-4 to understand the global marketing environment and its impact on marketing strategies.
Read Chapters 5-9 to learn about the different elements of the international marketing mix.

Read Global Marketing Management

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Provides a theoretical foundation for understanding the challenges and opportunities of international marketing.

View Global Marketing on Amazon

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Read Chapters 1-5 to gain an overview of global marketing concepts and challenges.
Read Chapters 6-10 to understand the key elements of the global marketing mix.

Take Online Courses on Cross-Industry Innovation

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Expands students' understanding of innovation beyond the marketing industry and its applications in different sectors.

Browse courses on Cross-Industry Innovation

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Enroll in online courses or workshops on cross-industry innovation.
Complete the courses and apply the concepts learned to the marketing context.

Solve Cross-Cultural Marketing Cases

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Provides hands-on experience in applying cross-cultural marketing concepts to real-world scenarios.

Browse courses on Cross-Cultural Marketing

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Analyze case studies of successful and unsuccessful cross-cultural marketing campaigns.
Develop recommendations for how to adapt marketing strategies to different cultural contexts.

Develop a Market Analysis

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Helps students apply knowledge gained in the course to a specific market and industry.

Browse courses on Market Analysis

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Choose a specific country or region for analysis.
Conduct research on the market, including its size, growth potential, and competitive landscape.
Develop a detailed analysis of the market, including opportunities and challenges for international expansion.

Contribute to Open-Source International Marketing Projects

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Provides practical experience in contributing to the international marketing community.

Browse courses on Open Source

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Identify open-source projects related to international marketing.
Join the project and contribute code, documentation, or other resources.

Career center

Learners who complete International Marketing & Cross Industry Growth Capstone Project will develop knowledge and skills that may be useful to these careers:

International Marketing Consultant

As an International Marketing Consultant, you'll help businesses wishing to globalize their reach. This course will help you to understand the complex and dynamic business landscape of different countries and cultures.

See salaries and explore the career path for International Marketing Consultant

International Business Development Manager

The International Business Development Manager is responsible for identifying, developing, and managing new international business opportunities. This course will help you to analyze the international business landscape, identify growth opportunities, and enter new global markets.

See salaries and explore the career path for International Business Development Manager

Export Manager

Export Managers plan, develop, and implement strategies to increase sales and grow market share in international markets. You'll use your course knowledge to analyze export opportunities, develop marketing campaigns, and manage relationships with international distributors and customers.

See salaries and explore the career path for Export Manager

Global Brand Manager

Global Brand Managers develop and implement marketing strategies to build and manage brands on a global scale. You'll use your course insights into branding and marketing mix analysis to create effective brand strategies that resonate with consumers worldwide.

See salaries and explore the career path for Global Brand Manager

Global Marketing Manager

Global Marketing Managers oversee and lead the marketing initiatives of products or services in a global context. Your course's insights into how to develop and conduct international marketing campaigns will be of great use. You'll also use your course knowledge to analyze the marketing mix and develop innovative promotional strategies for new markets and customers.

See salaries and explore the career path for Global Marketing Manager

Head of Marketing

Heads of Marketing lead and manage all aspects of marketing for an organization. This course will help you to develop a comprehensive understanding of marketing principles and best practices. You'll also learn how to develop and implement effective marketing strategies.

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Marketing Manager

Marketing Managers oversee and lead the development and implementation of marketing campaigns. This course will provide you with a solid foundation in marketing principles and best practices. You'll also learn how to analyze market research, develop marketing strategies, and manage marketing budgets.

See salaries and explore the career path for Marketing Manager

Brand Manager

Brand Managers are responsible for developing and managing brands. This course will help you to understand the principles of brand management and how to create effective brand strategies. You'll also learn how to manage brand reputation and build brand loyalty.

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Marketing Analyst

Marketing Analysts collect, analyze, and interpret marketing data to provide insights to marketing managers. This course will help you to develop the skills you need to collect and analyze marketing data. You'll also learn how to use data to make informed marketing decisions.

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Public relations manager

Public Relations Managers oversee and lead public relations campaigns. This course will provide you with a solid foundation in public relations principles and best practices. You'll also learn how to develop and implement effective public relations campaigns.

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Advertising Manager

Advertising Managers oversee and lead advertising campaigns. This course will provide you with a solid foundation in advertising principles and best practices. You'll also learn how to develop and implement effective advertising campaigns.

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Sales Manager

Sales Managers oversee and lead sales teams. This course will provide you with a solid foundation in sales principles and best practices. You'll also learn how to develop and implement effective sales strategies and build a successful sales team.

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Business Development Manager

Business Development Managers identify, develop, and manage new business opportunities. This course will help you to understand the principles of business development and how to develop and implement effective business development strategies.

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Product Manager

Product Managers oversee and lead the development and launch of new products. This course will provide you with a solid foundation in product management principles and best practices. You'll also learn how to develop and implement effective product strategies.

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Market Researcher

Market Researchers conduct market research to gather data and insights about consumers, markets, and competitors. This course will provide you with a solid foundation in market research principles and best practices. You'll also learn how to design and conduct effective market research studies.

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