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International Marketing Entry and Execution

Dae Ryun Chang

This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter "S" and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing.

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This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter "S" and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing.

After you successfully complete this course learners will obtain the following outcomes:

(1) from a business to consumer standpoint (B2C), learn how to approach consumers as science investigators.

(2) an understanding of how to enter international markets, select targets and position their brands.

(3) achieve deeper insights into the core meaning of international marketing elements, i.e. product, promotion, place, and price in the international marketing context, and their inter-element relationships with each other.

(4) acquire new thinking about innovating in marketing with the 7S approach: social, small, simple, skip, sports, screen, and set marketing with cross-country and cross-industry innovation implications.

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What's inside

Syllabus

B2C (Business to Consumer) Marketing
During Week 1, we will focus on B2C Marketing which stands for Business-to-Consumer Marketing. We start the week by learning about CSI which here stands for Consumer Science Investigation. We then learn about other facets of consumer behavior in international marketing. Moreover, the Vision-Strategy-Action framework and its examples will be applied to B2C marketing. Learners will also be introduced to an under-represented target in international marketing- the Bottom of the Pyramid. Finally, the week is rounded out by interviews with B2C marketing specialists to let learners know the B2C trends such as technological developments that aid in understanding consumers.
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Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Explores tactical marketing execution at the operational level
Taught by Dae Ryun Chang
Develops skills for marketing managers and leaders in strategic marketing
Examines international marketing challenges and solutions at a global scale
Covers the foundational concepts of international marketing, including consumer science, B2C marketing, and international market entry
Part of a two-part series on international marketing and cross-industry growth
Requires a basic understanding of marketing concepts

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Reviews summary

Foundations in international marketing execution

According to learners, this course provides a solid foundation in international marketing entry and execution. Many found the frameworks taught, such as STP and the 4 Ps, along with the unique 7S innovation model, to be particularly useful and well-explained. Reviewers appreciate the clear structure that builds upon fundamental concepts. While generally well-received for its theoretical depth and comprehensive overview, some more experienced learners noted that certain sections felt basic and wished for more in-depth case studies or updated examples. Overall, it is considered a valuable course, especially as part of the specialization, offering practical concepts applicable to global marketing strategies.
Well-organized content progressing logically week by week.
"The course is very well structured, building from entry strategy to execution."
"I appreciated how each week focused on distinct, related topics like STP and the Marketing Mix."
"The logical flow made it easy to follow and integrate the concepts."
"Dividing the content into clear weeks on B2C, Entry/STP, 4Ps, and 7S was effective."
Provides a strong theoretical basis in international marketing.
"This course lays a really solid theoretical foundation for anyone looking into international markets."
"It gives a good overview of key considerations when entering new countries."
"I feel like I understand the core principles of international marketing execution much better now."
"Great course to get a structured understanding of the subject matter."
Highlights key marketing models like STP and the 4Ps.
"The concepts like STP and the 4 Ps were explained really well."
"I found the frameworks like the 7S model to be very insightful for thinking about innovation."
"The course structure around market entry, STP, and the 4 Ps provides a logical flow."
"Learning the classic marketing frameworks within an international context was very beneficial."
Some parts felt basic, needing more current examples.
"Some sections were a bit too basic for someone with prior marketing knowledge."
"Could use more recent case studies; some examples felt a little dated."
"I wish there were more practical, in-depth examples of companies applying these strategies."
"The theoretical concepts are good, but the application examples could be more varied and current."

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 Entry and Execution with these activities:
Organize and review course materials
Organizing and reviewing course materials will help you retain information and reinforce your understanding of international marketing concepts.
Browse courses on Assignments
Show steps
  • Regularly review lecture notes, readings, and presentations.
  • Complete assignments and quizzes to test your knowledge.
  • Create a study guide or summary sheet to consolidate key concepts.
Read 'International Marketing' by Philip R. Cateora and John L. Graham
This book provides a comprehensive overview of the principles and practices of international marketing, which will complement the concepts covered in the course.
View International Marketing on Amazon
Show steps
  • Read each chapter thoroughly, taking notes on key concepts and examples.
  • Complete the end-of-chapter exercises to test your understanding of the material.
  • Summarize the main points of each chapter in your own words.
Review statistical analysis techniques
Brushing up on statistical analysis techniques will prepare you to better understand and critically evaluate the data presented in the course.
Browse courses on Bayesian Statistics
Show steps
  • Review introductory statistics concepts such as descriptive statistics, probability, and hypothesis testing.
  • Practice applying statistical techniques to real-world data using software such as R or SPSS.
  • Complete online tutorials or take a short course on statistical analysis.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Follow tutorials on international marketing concepts
Tutorials can provide hands-on guidance and reinforce the concepts covered in the course, enhancing your understanding of international marketing.
Browse courses on International Marketing
Show steps
  • Search for online tutorials on platforms such as Coursera, edX, or YouTube.
  • Select tutorials that cover specific topics of interest, such as market entry strategies or cultural considerations.
  • Follow the tutorials step-by-step, taking notes and experimenting with the concepts.
Solve case studies on international marketing
Solving case studies will provide you with practical experience in applying international marketing concepts and developing solutions to real-world challenges.
Browse courses on International Marketing
Show steps
  • Read and analyze case studies that present complex international marketing situations.
  • Identify the key issues and challenges faced by the companies in the case studies.
  • Develop and evaluate potential marketing strategies to address the challenges and achieve the desired outcomes.
Develop a marketing plan for an international product
Creating a marketing plan will allow you to apply the concepts learned in the course and develop a deeper understanding of the challenges and opportunities of international marketing.
Browse courses on Marketing Plan
Show steps
  • Select a product or service that you believe has potential for international expansion.
  • Conduct market research to identify target markets, analyze competition, and assess cultural factors.
  • Develop a comprehensive marketing plan that includes strategies for market entry, product adaptation, pricing, promotion, and distribution.
Develop a cross-cultural marketing campaign
Creating a cross-cultural marketing campaign will challenge you to apply your understanding of cultural differences and develop strategies that resonate with diverse audiences.
Browse courses on Cross-Cultural Marketing
Show steps
  • Select a target market and conduct thorough research on their cultural values, beliefs, and preferences.
  • Develop a marketing campaign that is tailored to the specific cultural context, taking into account factors such as language, symbolism, and communication styles.
  • Evaluate the effectiveness of your campaign and make adjustments as needed.

Career center

Learners who complete International Marketing Entry and Execution will develop knowledge and skills that may be useful to these careers:
International Marketing Manager
An International Marketing Manager oversees the development and execution of marketing campaigns for products and services in international markets. They conduct market research, develop marketing strategies, and manage budgets. This course provides a foundation in international marketing principles and practices, which can help prepare you for a career as an International Marketing Manager. You will learn about consumer behavior, market entry strategies, and the marketing mix. You will also gain insights into the challenges and opportunities of marketing in different countries.
See salaries and explore the career path for International Marketing Manager
Global Brand Manager
A Global Brand Manager is responsible for developing and managing the brand strategy for a company's products or services across multiple countries. They work with marketing teams in different countries to ensure that the brand is consistent and effective in all markets. This course provides a foundation in international marketing principles and practices, which can help prepare you for a career as a Global Brand Manager. You will learn about consumer behavior, market entry strategies, and the marketing mix. You will also gain insights into the challenges and opportunities of marketing in different countries.
See salaries and explore the career path for Global Brand Manager
Product Manager
A Product Manager is responsible for the development and marketing of a company's products. They work with engineering and marketing teams to ensure that the product meets the needs of the target market. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as a Product Manager. You will learn about consumer behavior, market research, and product development. You will also gain insights into the challenges and opportunities of launching new products.
See salaries and explore the career path for Product Manager
Marketing Consultant
A Marketing Consultant provides marketing advice and services to businesses. They help businesses develop and implement marketing plans, conduct market research, and improve their marketing effectiveness. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as a Marketing Consultant. You will learn about consumer behavior, market research, and marketing strategy. You will also gain insights into the challenges and opportunities of marketing in different industries.
See salaries and explore the career path for Marketing Consultant
Market Research Analyst
A Market Research Analyst conducts research to understand consumer behavior and market trends. They use this information to help businesses develop and implement marketing strategies. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as a Market Research Analyst. You will learn about consumer behavior, market research methods, and data analysis. You will also gain insights into the challenges and opportunities of conducting market research in different countries.
See salaries and explore the career path for Market Research Analyst
International Business Development Manager
An International Business Development Manager is responsible for developing and implementing business strategies for a company in international markets. They work with customers, partners, and distributors to grow the company's international sales. This course provides a foundation in international marketing principles and practices, which can help prepare you for a career as an International Business Development Manager. You will learn about consumer behavior, market entry strategies, and the marketing mix. You will also gain insights into the challenges and opportunities of doing business in different countries.
See salaries and explore the career path for International Business Development Manager
Sales Manager
A Sales Manager is responsible for leading and managing a team of sales representatives. They develop and implement sales strategies, set sales targets, and monitor sales performance. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as a Sales Manager. You will learn about consumer behavior, sales techniques, and sales management. You will also gain insights into the challenges and opportunities of selling in different markets.
See salaries and explore the career path for Sales Manager
Marketing Research Manager
A Marketing Research Manager is responsible for planning and conducting marketing research studies. They work with marketing teams to identify research needs, develop research plans, and analyze research data. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as a Marketing Research Manager. You will learn about consumer behavior, market research methods, and data analysis. You will also gain insights into the challenges and opportunities of conducting market research in different countries.
See salaries and explore the career path for Marketing Research Manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public image and reputation. They work with the media, customers, and other stakeholders to promote the company's brand and message. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as a Public Relations Manager. You will learn about consumer behavior, media relations, and crisis communication. You will also gain insights into the challenges and opportunities of managing public relations in different countries.
See salaries and explore the career path for Public relations manager
Advertising Manager
An Advertising Manager is responsible for planning and executing advertising campaigns. They work with creative teams to develop advertising concepts, and with media outlets to place advertising. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as an Advertising Manager. You will learn about consumer behavior, advertising techniques, and media planning. You will also gain insights into the challenges and opportunities of advertising in different countries.
See salaries and explore the career path for Advertising Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for planning and executing digital marketing campaigns. They work with web designers, content creators, and social media managers to create and implement digital marketing strategies. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as a Digital Marketing Manager. You will learn about consumer behavior, digital marketing techniques, and social media marketing. You will also gain insights into the challenges and opportunities of digital marketing in different countries.
See salaries and explore the career path for Digital Marketing Manager
E-commerce Manager
An E-commerce Manager is responsible for managing an online store. They work with web developers, product managers, and customer service teams to ensure that the online store is running smoothly and efficiently. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as an E-commerce Manager. You will learn about consumer behavior, e-commerce website design, and online marketing.
See salaries and explore the career path for E-commerce Manager
Social Media Manager
A Social Media Manager is responsible for managing a company's social media presence. They work with marketing teams to develop and implement social media strategies, and with content creators to create social media content. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as a Social Media Manager. You will learn about consumer behavior, social media marketing techniques, and community management.
See salaries and explore the career path for Social Media Manager
Content Marketing Manager
A Content Marketing Manager is responsible for planning and executing content marketing campaigns. They work with writers, editors, and designers to create and promote content that is valuable and engaging to target audiences. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as a Content Marketing Manager. You will learn about consumer behavior, content marketing techniques, and social media marketing. You will also gain insights into the challenges and opportunities of content marketing in different countries.
See salaries and explore the career path for Content Marketing Manager
Inbound Marketing Manager
An Inbound Marketing Manager is responsible for planning and executing inbound marketing campaigns. They work with marketing teams to create and promote content that attracts and engages target audiences. This course provides a foundation in marketing principles and practices, which can help prepare you for a career as an Inbound Marketing Manager. You will learn about consumer behavior, inbound marketing techniques, and social media marketing. You will also gain insights into the challenges and opportunities of inbound marketing in different countries.
See salaries and explore the career path for Inbound Marketing Manager

Reading list

We've selected 14 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 International Marketing Entry and Execution.
Cover image
Strategy Formation and Policy Making in Government
Save
Core principles of international marketing, including market analysis, segmentation, and strategy development. Provides a solid foundation for understanding the concepts covered in the course and complements the class discussions.
Strategy Formation and Policy Making in Government
Hardcover
$
Cover image
Consumer Behaviour
Save
In-depth exploration of consumer behavior, its impact on marketing strategy, and how to conduct consumer research. Provides essential background knowledge for the course's focus on understanding consumer science and B2C marketing.
Consumer Behaviour
Paperback
Check
Consumer Behaviour
Kindle Edition
Check
Cover image
International Marketing, 18th Edition
Save
Comprehensive overview of global marketing, covering topics such as cross-cultural marketing, international product development, and global distribution. Offers a broader perspective on the course's focus on international marketing entry and execution.
International Marketing, 18th Edition
Paperback
Check
International Marketing, 18th Edition
Kindle Edition
Check
Cover image
International Marketing
Save
Practical guide to international marketing, with case studies and examples. Provides insights into real-world challenges and best practices, complementing the theoretical concepts covered in the course.
International Marketing
Paperback
$$$$
Cover image
Battlecry
Save
Classic work on marketing principles, offering timeless insights into brand building, differentiation, and customer focus. Provides valuable perspectives for understanding the core elements of international marketing.
Battlecry
Paperback
Check
Battlecry
Kindle Edition
Check
Cover image
Crossing the Chasm, 3rd Edition
Save
Insightful analysis of the challenges of marketing innovative products to mainstream audiences. Offers valuable lessons for companies entering new international markets and targeting different customer segments.
Crossing the Chasm, 3rd Edition: Marketing and...
Paperback
$$
(中文) Crossing the Chasm: A Guide to Marketing Disruptive...
Paperback
$$
Crossing the Chasm, 3rd Edition: Marketing and...
Kindle Edition
$$
Cover image
The Disruptive Innovation Set (2 Books)
Save
Groundbreaking work on the challenges of innovation and disruption. Provides a framework for understanding the dynamics of international market entry and the need for adaptability.
The Disruptive Innovation Set (2 Books)
Paperback
$$
The Disruptive Innovation Set (2 Books)
Kindle Edition
$$
Lean Startup: How Today's Entrepreneurs Use...
Save
Practical guide to lean principles in marketing and product development. Offers insights into how to test and iterate ideas quickly and efficiently, which can be valuable for companies entering new international markets.
The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
The Crux
Save
Clear and concise explanation of the elements of effective strategy. Provides a framework for evaluating and developing marketing strategies for international market entry and execution.
The Crux: How Leaders Become Strategists
Hardcover
$$
The Crux: How Leaders Become Strategists
Kindle Edition
$$
Cover image
The Way of the Warrior
Save
Ancient Chinese military treatise that offers timeless wisdom on strategy, tactics, and leadership. Provides principles that can be applied to the challenges of international market entry and competition.
The Path of the Warrior Ornate Box Set: The Art of...
Hardcover
$$
The Way of the Warrior: Deluxe Silkbound Editions...
Hardcover
$$
The Way of the Warrior: The Way of the Samurai, The...
Hardcover
$$
Cover image
Zen and the Art of Motorcycle Maintenance [50th...
Save
Philosophical exploration of values, knowledge, and the nature of reality. Offers a unique perspective on the challenges of cross-cultural marketing and the importance of understanding different worldviews.
Zen and the Art of Motorcycle Maintenance [50th An...
Paperback
$$
Cover image
Penguin Readers Level 4: No Rules Rules (ELT Graded...
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Analysis of cultural differences and their impact on business practices. Provides insights into the challenges of managing cross-cultural teams and adapting marketing strategies to different cultural contexts.
Penguin Readers Level 4: No Rules Rules (ELT Graded...
Paperback
Check
Penguin Readers Level 4: No Rules Rules (ELT Graded...
Kindle Edition
Check
Cover image
Thank You for Being Late
Save
Analysis of the impact of globalization and technology on the world economy. Provides a broader perspective on the challenges and opportunities of international marketing and the interconnectedness of global markets.
Thank You for Being Late: An Optimist's Guide to...
Hardcover
$
Thank You for Being Late
Paperback
$$
Thank You for Being Late & The World is Flat By...
Paperback
$$$
(Deutsch) Thank You for Being Late: Ein optimistisches...
Audible Audiobook
$$
(中文) Thank You for Being Late (Chinese Edition)
Paperback
$$
Thank You for Being Late: An Optimist's Guide to...
Kindle Edition
$$
(Deutsch) Thank You for Being Late: Ein optimistisches...
Kindle Edition
$$
Cover image
Supercommunicators
Save
Exploration of the science of habit formation and its implications for business. Offers insights into how to create and change habits, which can be valuable for companies looking to establish sustainable marketing practices in international markets.
Supercommunicators: How to Unlock the Secret...
Hardcover
$$
Charles Duhigg 3 Books Collection Set...
Paperback
$$$
(Español) Supercomunicadores [Supercommunicators]: Cómo...
Audible Audiobook
$$
(Português) Supercomunicadores [Supercommunicators]: Como...
Audible Audiobook
$
(Deutsch) Supercommunicators: Wie man die geheime Sprache...
Kindle Edition
$$

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Course image
Effort
4 weeks of study, 1-2 hours/week
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:
  1. Intro to International Marketing
  2. International Marketing & Cross Industry Growth Capstone Project
  3. International Marketing Entry and Execution (viewing)
  4. International Hospitality & Healthcare Services Marketing
  5. International B2B (Business to Business) Marketing
  6. International Entertainment and Sports Marketing
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Explores tactical marketing execution at the operational level
Taught by Dae Ryun Chang
Develops skills for marketing managers and leaders in strategic marketing
Examines international marketing challenges and solutions at a global scale
Covers the foundational concepts of international marketing, including consumer science, B2C marketing, and international market entry
Part of a two-part series on international marketing and cross-industry growth
Requires a basic understanding of marketing concepts
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