We may earn an affiliate commission when you visit our partners.
Dae Ryun Chang
About this Course
Read more
About this Course
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/f768jm/intro
Two deals to help you save
Save money when you learn. Here are two deals and offers that may be relevant to this course.
All coupon codes, vouchers, and discounts are applied automatically unless otherwise noted.
Valid until July 14
Coursera Plus Annual
Work toward what's next for your career with access to 10,000+ programs. Discover emerging skills and save.
Up to
40%
off
Get offer
Valid until August 30
Google AI App Builder
Learn how to use Gemini API and API Studio with a three-course series from Google DeepMind
Take
100%
off
Get offer
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.
Read more
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.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause 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
Save this course
Create your own learning path.
Save this course to your list so you can find it easily later.
Save
Save
Reviews summary
Intro to international marketing concepts
According to learners, this introductory course provides a solid foundation in international marketing and cross-industry innovation. Students appreciated the clear explanations of core concepts like "Noon Nopi" and "Transing". The course includes insightful expert interviews and is described as well-structured and easy to follow, making it suitable for beginners. While it successfully introduces the material, some learners noted it is a basic overview and that more advanced operational aspects are covered in subsequent courses in the specialization.
Focuses on basics, not deep operational details.
"This is definitely an introductory course; it gives you the basics but doesn't go deep into execution."
"I understand that operational aspects are in the next course, but this one stays quite high-level."
"It's a good first step, but I know I'll need the follow-up courses for practical application."
Course is logically organized and easy to follow.
"The course modules flowed logically, making it easy to build upon previously learned concepts."
"I appreciated the bite-sized lessons and the clear structure of the syllabus."
"The course is well-paced and organized effectively for beginners."
Guest lectures add valuable real-world perspective.
"The interviews with industry experts were insightful and provided practical examples of the concepts."
"Hearing from professionals at companies like LG and Swarovski added significant value to the learning."
"I really enjoyed the expert interviews; they helped connect the theory to real-world practice."
Core concepts are explained simply and effectively.
"The explanations of concepts like 'Noon Nopi' and 'Transing' were particularly clear and memorable."
"Professor Chang explains the concepts in a way that is easy to understand, even for complex topics."
"The course structure and explanations made the material very accessible."
"I found the concepts like CCCI and ASIANA COBRA well-defined and easy to grasp."
Course provides a strong base in core concepts.
"The course provides a solid foundation for anyone interested in international marketing and cross-industry innovation."
"It's a great introduction that sets you up for the rest of the specialization."
"I gained a fundamental understanding of key international marketing principles."
"Provides a very good basic understanding of concepts."
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.
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
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.
International Business Development 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.
International Product 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.
International Sales 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.
International Marketing Consultant
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.
International Business Analyst
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.
Global Brand Manager
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.
Cross-Cultural Marketing 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.
International Market Research Analyst
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.
International Advertising Manager
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.
International Public Relations 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.
Global Supply Chain 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.
International Logistics 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.
International Human Resources 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.
International Finance 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.
For more career information including salaries, visit:
OpenCourser.com/course/f768jm/intro
Reading list
We've selected 13 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Intro to International Marketing.
Provides a comprehensive overview of global marketing management. It covers the key concepts and frameworks of global marketing, and provides case studies and examples from around the world.
Provides a comprehensive overview of the innovator's dilemma. It explains how large companies can fail to innovate, even when they have the resources and the talent to do so.
Save
Provides a practical guide to developing and implementing a good strategy. It good resource for students who want to learn more about how to create a strategy that will help their business achieve its goals.
Provides a practical guide to building a successful startup. It good resource for students who want to learn more about the lean startup methodology and how to apply it to their own businesses.
Provides insights into the challenges and opportunities of starting a business. It good resource for students who want to learn more about how to create a successful startup from scratch.
Save
Provides a fascinating look at the history and rise of Amazon.com. It good resource for students who want to learn more about the challenges and opportunities of doing business in the digital age.
Provides a broad overview of globalization and its impact on the world economy. It good resource for students who want to understand the context in which international marketing is taking place.
Save
Provides insights into the science of habit formation. It good resource for students who want to learn more about how to create and break habits in their own lives and businesses.
Provides insights into the habits and attitudes of successful people. It good resource for students who want to learn more about how to develop the habits that will help them achieve their goals.
Provides a comprehensive overview of cross-cultural marketing. It covers the key concepts and frameworks of cross-cultural marketing, and provides case studies and examples from around the world.
Provides a practical guide to marketing across cultures. It covers the key concepts and frameworks of cross-cultural marketing, and provides case studies and examples from around the world.
Provides insights into the creative process and how to create a culture of innovation. It good resource for students who want to learn more about how to foster creativity and innovation in their own businesses.
Provides a fascinating look at the challenges and opportunities of doing business in a globalized world. It good resource for students who want to learn more about the cultural and economic factors that shape international business.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/f768jm/intro
Share
Similar courses
Similar courses are unavailable at this time. Please try again later.
Rating
4.7
Effort
7 hours to complete
Via
Coursera
Institution
Yonsei University
Instructor
Dae Ryun Chang
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
Pусский
Türkçe
Polski
Ελληνικά
українська мова
magyar nyelv
Bahasa Indonesia
ไทย
қазақша
اُردُو,
فارسی
বাংলা
tiếng Việt
پښتو
آذربایجان دیلی
This course belongs to a
collection
called
International Marketing & Cross Industry Growth . It's comprised of six courses:
- Intro to International Marketing (viewing)
- International Marketing & Cross Industry Growth Capstone Project
- International Marketing Entry and Execution
- International Hospitality & Healthcare Services Marketing
- International B2B (Business to Business) Marketing
- International Entertainment and Sports Marketing
Our mission
OpenCourser helps millions of learners each year. People visit us to learn workspace skills, ace their exams, and nurture their curiosity.
Our extensive catalog contains over 50,000 courses and twice as many books. Browse by search, by topic, or even by career interests. We'll match you to the right resources quickly.
Find this site helpful? Tell a friend about us.
Affiliate disclosure
We're supported by our community of learners. When you purchase or subscribe to courses and programs or purchase books, we may earn a commission from our partners.
Your purchases help us maintain our catalog and keep our servers humming without ads.
Thank you for supporting OpenCourser.
© 2016 - 2025 OpenCourser