Intro to International Marketing from Coursera

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.

What's inside

Syllabus

What is Marketing?

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.

What is Marketing Strategy?

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.

What is Branding?

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores the intersection of international marketing and cross-industry innovation, addressing the balance between global standardization and local adaptation

Provides a foundation for understanding the global marketplace and how to leverage cross-industry insights for growth

Taught by instructors with extensive experience in international marketing and cross-industry collaboration

Introduces the concept of 'Cross-Country and Cross-Industry Innovation' as a framework for analyzing market opportunities

Offers practical examples and case studies from LG Electronics and other companies to illustrate the application of cross-industry innovation

Requires students to have some prior knowledge of marketing concepts and international business

Reviews summary

Well-received intro to international marketing course

Learners say that Intro to International Marketing is an informative course that is easy to understand. They largely agree that the instructor is engaging and knowledgeable, giving helpful examples. The course is considered a good starting point for beginners in marketing. Key topics covered include marketing concepts, cross-cultural marketing, and international branding. Overall, learners say they found this course to be insightful and relevant.

Some learners mention that the course has a focus on Asian marketing, particularly in relation to Korean companies.

"Very entertaining presentation of the topic, interesting to learn about examples from Asia"

"great professor, have a great ability to teach. love to meet and have a discussion."

Professor Chang introduces the concept of Noon Nopi, which is a Korean marketing term that refers to the importance of emotional connection with customers.

"Never heard about Noon Nopi before, but now it is essential to my understanding of positioning and international marketing strategy."

"The concept of Noon Nopi was made clear with precise examples and bite-sized videos."

The instructor provides helpful examples and real-world case studies to illustrate key concepts.

"Many example cases and nice interviews"

"Noon Nopi was made clear with precise examples and bite-sized videos."

Learners say that the course material is easy to understand and well-organized.

"Very good teacher and course, really enjoyed it."

"Perfectly explained! All the concepts were easily understandable."

The instructor, Professor Chang, is highly praised for being engaging, knowledgeable, and humorous.

"Great Professor and so thrilled to learn from Professor Chang."

"Professor Chang makes the topics very easy to digest, and I found the information useful and updated."

Students report having a positive learning experience in the course.

"Great Learning Experience."

"It was a very educational and fun, I would like to thank our professor Dae Ryun Chang for the course."

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 Intro to International Marketing with these activities:

Connect with professionals in the field of international marketing

Show steps

Attend networking events or join online communities to connect with professionals in the field of international marketing. This will help you expand your knowledge, learn about industry trends, and build your professional network.

Browse courses on Networking

Show steps

Identify and attend networking events related to international marketing.
Join online communities and forums dedicated to international marketing.
Introduce yourself and share your interests with other professionals.

Review concepts of Marketing and International Marketing

Show steps

Review core marketing concepts and their application to the international context. This will help you understand the foundations of the course and improve your understanding of the nuances of international marketing.

Browse courses on Marketing

Show steps

Summarize the definition and key components of marketing
Explain the distinction between domestic and international marketing and its implications.
Identify the key challenges faced by companies in international marketing.
Describe the major theories and models used in international marketing.
Give examples of successful international marketing campaigns.

Attend a workshop on international market research

Show steps

Attend a workshop or webinar on international market research to learn about the best practices and tools for conducting market research in different countries.

Show steps

Search for and register for a workshop on international market research.
Attend the workshop and take notes on the key concepts and techniques.
Apply the workshop learnings to your own international marketing research projects.

Four other activities

Expand to see all activities and additional details

Show all seven activities

Create a hypothetical international marketing strategy

Show steps

Develop a hypothetical international marketing strategy for a specific product or service. This will help you apply your understanding of the course concepts and practice the decision-making process involved in international marketing.

Show steps

Select a product or service to market internationally.
Identify the target market and conduct market research.
Develop a marketing mix that is tailored to the international market.
Create a budget and timeline for the marketing campaign.
Evaluate the potential risks and rewards of your strategy.

Mentor a junior student in international marketing

Show steps

Share your knowledge and experience with a junior student by mentoring them in international marketing. This will not only help the student, but also reinforce your own understanding of the concepts.

Browse courses on Mentoring

Show steps

Reach out to a junior student and offer to mentor them.
Meet regularly with the student to provide guidance and support.
Share your knowledge and experience in international marketing.

Develop a case study analysis of a successful international marketing campaign

Show steps

Research and analyze a successful international marketing campaign and identify the key factors that contributed to its success. This will help you understand the real-world application of the concepts covered in the course.

Browse courses on Case Study Analysis

Show steps

Select a successful international marketing campaign to analyze.
Gather data on the campaign's objectives, target market, and marketing mix.
Analyze the campaign's results and identify the key factors that contributed to its success.
Write a case study report that summarizes your analysis and insights.
Present your case study to the class or share it with your peers.

Create a portfolio of your international marketing work

Show steps

Compile a portfolio of your international marketing work to showcase your skills and knowledge. This will help you prepare for your career in international marketing and demonstrate your capabilities to potential employers.

Browse courses on Portfolio Development

Show steps

Gather your best international marketing work, such as case studies, presentations, and reports.
Create a professional portfolio website or online presentation.
Share your portfolio with potential employers and clients.

Career center

Learners who complete Intro to International Marketing will develop knowledge and skills that may be useful to these careers:

Global Marketing Manager

A Global Marketing Manager is responsible for developing and executing marketing strategies for products and services in international markets. This course will provide you with the knowledge and skills you need to understand the global marketplace, develop effective marketing campaigns, and manage international marketing teams. You will learn about the key concepts of international marketing, such as cultural differences, market research, and global branding.

See salaries and explore the career path for Global Marketing Manager

International Business Development Manager

An International Business Development Manager is responsible for identifying and developing new business opportunities in international markets. This course will provide you with the knowledge and skills you need to understand the global business environment, identify potential markets, and develop strategies for entering and expanding into new markets. You will learn about the key concepts of international business development, such as market research, competitive analysis, and cross-cultural negotiation.

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

International Product Manager

An International Product Manager is responsible for developing and managing products for international markets. This course will provide you with the knowledge and skills you need to understand the global product development process, manage international product launches, and track product performance in international markets. You will learn about the key concepts of international product management, such as product adaptation, market research, and global pricing.

See salaries and explore the career path for International Product Manager

International Sales Manager

An International Sales Manager is responsible for managing sales teams in international markets. This course will provide you with the knowledge and skills you need to understand the global sales process, manage international sales teams, and develop strategies for increasing sales in international markets. You will learn about the key concepts of international sales management, such as cross-cultural communication, international customer relationship management, and global pricing.

See salaries and explore the career path for International Sales Manager

International Marketing Consultant

An International Marketing Consultant provides advice to businesses on how to enter and expand into international markets. This course will provide you with the knowledge and skills you need to understand the global marketing environment, develop international marketing strategies, and manage international marketing campaigns. You will learn about the key concepts of international marketing consulting, such as market research, cross-cultural communication, and global branding.

See salaries and explore the career path for International Marketing Consultant

International Business Analyst

An International Business Analyst provides analysis and insights to businesses on the global business environment. This course will provide you with the knowledge and skills you need to understand the global business environment, conduct market research, and develop strategies for entering and expanding into new markets. You will learn about the key concepts of international business analysis, such as economic analysis, political risk analysis, and cross-cultural communication.

See salaries and explore the career path for International Business Analyst

Global Brand Manager

A Global Brand Manager is responsible for developing and managing brands in international markets. This course will provide you with the knowledge and skills you need to understand the global branding process, manage international brand campaigns, and track brand performance in international markets. You will learn about the key concepts of global brand management, such as brand positioning, brand communication, and global brand equity.

See salaries and explore the career path for Global Brand Manager

Cross-Cultural Marketing Manager

A Cross-Cultural Marketing Manager is responsible for developing and executing marketing campaigns that are culturally sensitive and effective in multiple markets. This course will provide you with the knowledge and skills you need to understand the principles of cross-cultural marketing, develop cross-cultural marketing campaigns, and measure the effectiveness of cross-cultural marketing campaigns. You will learn about the key concepts of cross-cultural marketing, such as cultural differences, cross-cultural communication, and cross-cultural consumer behavior.

See salaries and explore the career path for Cross-Cultural Marketing Manager

International Market Research Analyst

An International Market Research Analyst conducts market research to identify and understand the needs of international customers. This course will provide you with the knowledge and skills you need to conduct market research in international markets, analyze market data, and develop market research reports. You will learn about the key concepts of international market research, such as cross-cultural research, global market segmentation, and global consumer behavior.

See salaries and explore the career path for International Market Research Analyst

International Advertising Manager

An International Advertising Manager is responsible for developing and executing advertising campaigns in international markets. This course will provide you with the knowledge and skills you need to understand the principles of international advertising, develop international advertising campaigns, and measure the effectiveness of international advertising campaigns. You will learn about the key concepts of international advertising, such as cross-cultural communication, global media planning, and global advertising measurement.

See salaries and explore the career path for International Advertising Manager

International Public Relations Manager

An International Public Relations Manager is responsible for managing public relations for organizations in international markets. This course will provide you with the knowledge and skills you need to understand the principles of international public relations, develop international public relations campaigns, and manage international public relations crises. You will learn about the key concepts of international public relations, such as cross-cultural communication, global media relations, and global public relations measurement.

See salaries and explore the career path for International Public Relations Manager

Global Supply Chain Manager

A Global Supply Chain Manager is responsible for managing the supply chain of a company's products and services in international markets. This course will provide you with the knowledge and skills you need to understand the principles of global supply chain management, develop global supply chain strategies, and manage global supply chain operations. You will learn about the key concepts of global supply chain management, such as global sourcing, global logistics, and global inventory management.

See salaries and explore the career path for Global Supply Chain Manager

International Logistics Manager

An International Logistics Manager is responsible for managing the logistics of a company's products and services in international markets. This course will provide you with the knowledge and skills you need to understand the principles of international logistics, develop international logistics strategies, and manage international logistics operations. You will learn about the key concepts of international logistics, such as international shipping, international freight forwarding, and international customs clearance.

See salaries and explore the career path for International Logistics Manager

International Human Resources Manager

An International Human Resources Manager is responsible for managing the human resources of a company's operations in international markets. This course will provide you with the knowledge and skills you need to understand the principles of international human resources management, develop international human resources strategies, and manage international human resources operations. You will learn about the key concepts of international human resources management, such as cross-cultural management, global recruitment, and global employee development.

See salaries and explore the career path for International Human Resources Manager

International Finance Manager

An International Finance Manager is responsible for managing the financial operations of a company's operations in international markets. This course will provide you with the knowledge and skills you need to understand the principles of international finance, develop international finance strategies, and manage international finance operations. You will learn about the key concepts of international finance, such as foreign exchange, international investment, and global financial risk management.

See salaries and explore the career path for International Finance Manager