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.

Milestone 1: Situation Analysis

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.

Milestone 2: Marketing Mix Analysis

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.

Milestone 3: Cross Country Innovation

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.

Milestone 4: Cross Industry Innovation

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.

Final Project Peer Review Evaluation and Specialization Wrap-Up

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.

Good to know

Know what's good

, what to watch for

, 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

Marketing insights and perspectives

According to students, the International Marketing & Cross Industry Growth Capstone Project course delivers interesting and practical knowledge in the realm of marketing. Students praise the real-world insights gained throughout the program. However, some learners note the program lacks specifics and practical assignments.

Offers practical marketing knowledge

"Looking forward to applying what I have learnt."

"This was indeed an interesting journey into acquiring knowledge and different perspectives in Marketing."

Lacks specifics and assignments

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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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

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International Business Development Manager

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Export Manager

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Global Brand Manager

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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.

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Head of Marketing

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Marketing Manager

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Brand Manager

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Marketing Analyst

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Public relations manager

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Advertising Manager

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Sales Manager

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Business Development Manager

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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

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