Marketing Internacional en Asia from Coursera

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Syllabus

El concepto de Marketing CON ENFOQUE A ASIA

Este curso reúne dos temas clave, el marketing internacional y Asia. Proporcionará los fundamentos básicos de la comercialización internacional y los explicará en el contexto asiático, más específicamente la comercialización a Asia, la comercialización de Asia, y la comercialización con Asia (Asia como marca). Las personas que completen con éxito este curso obtendrán los siguientes resultados: (1) una mejor comprensión de los conceptos de marketing en el contexto específico de empresas y consumidores en una región importante. (2) para los profesionales, adquirir herramientas prácticas para aplicar estos conceptos a sus productos y en los mercados de los países de destino. (3) aprender que el marketing internacional trata de lograr el equilibrio adecuado entre maximizar las similitudes entre culturas (enfoque Etic) y personalizar el marketing (enfoque Emic) a importantes diferencias locales, y (4) aprender de entrevistas con expertos, algunos de los cuales tienen décadas de experiencia académica y experiencia de campo en marketing en Asia. Este curso será único en su enfoque en el marketing centrado en Asia y en su integración de la teoría y la práctica.

ESTRATEGIA DE MARKETING A ASIA

Esta lección comenzará con la estrategia de marketing desde el nivel básico hasta el nivel internacional y hablará de por qué la miopía del marketing debe evitarse. Después de estudiar el concepto de estrategia, aprenderá sobre el marco VSA, que es una herramienta útil en la búsqueda de señales débiles, así como una herramienta defensiva contra los tsunamis de marketing sobrevivientes. Además, el "transing" se introducirá como una estrategia para cambiar el mundo. Aplicaremos el "transing" no sólo a las marcas, como Starbucks, sino también a otras facetas de la vida incluyendo incluso a "individuos". Además de explicar en profundidad esta poderosa herramienta, también la aplicaremos a empresas de la vida real, como LG. ¿Por qué las empresas van al extranjero? En este módulo, comenzaremos con el proceso de selección de mercado en Asia y aprenderemos la importancia de la escalabilidad en Marketing. A continuación, veremos cómo las compañías aterrizan de manera segura en un mercado extranjero mediante la introducción de los conceptos de estrategia de aterrizaje de mercado y lanzamiento inicial. Por último, exploraremos el STP (segmentación, orientación y posicionamiento) en marketing.

TIPOS DE MARKETING: B2C & B2B

¿Qué aspectos debe tener en cuenta un buen comercializador en cuanto a la comercialización a los consumidores? En esta tercera lección vamos a explorar el marketing B2C y a aprender sobre el comportamiento del consumidor, la percepción, las influencias y las respuestas. Aprenderá cómo convertirse en un agente de marketing CSI y luego aprenderá a aplicar un modelo Mini VSA al consumidor objetivo. Además, vamos a integrar lo que aprendimos sobre el Noon Nopi y la ejecución del Marketing, lo aplicaremos a un escenario de una empresa del mundo real y analizaremos en profundidad a los muchos consumidores diferentes que hay en Asia. ¿Qué es B2B Marketing y cuál es el procedimiento adecuado para su enfoque? En esta lección, vamos a explorar cómo las empresas comercializan a otras empresas y los muchos componentes complejos que están involucrados, incluidos los centros de compra, centros de venta, los procedimientos de compra, Push y Pull, y Marketing Total. Usted aprenderá a ejecutar eficazmente el Marketing B2B en un contexto global y la importancia de las relaciones y el juego en equipo en su estrategia.

TIPOS DE MARKETING: DEPORTES & EL ENTRETENIMIENTO

En este módulo, aprenderemos sobre dos industrias en crecimiento en el marketing internacional: deportes y entretenimiento. El Marketing Deportivo no es solo el marketing del deporte, sino también el marketing a través del deporte. Esta definición explica en términos claros cómo se pueden comercializar los deportes, pero también cómo se pueden usar los deportes para comercializar otras industrias. Los estudiantes, a través de muchos ejemplos, identificarán las características prototípicas y diferenciales del marketing deportivo. El marketing de entretenimiento, como con el deporte, no es solo comercializar las propiedades del entretenimiento, sino también comercializar a través de las funciones del entretenimiento. Aquí también, los estudiantes descubrirán que el entretenimiento en sí mismo puede ser comercializado, pero también que otras industrias pueden beneficiarse mediante el uso del funciones de entretenimiento o como un medio. Por último, los estudiantes identificarán muchas de las características diferenciadoras del entretenimiento, como el Show Business Marketing.

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Es un curso especializado en la región asiática

Está diseñado para gerentes y estudiantes en Latinoamérica y España

Brinda una comprensión profunda del marketing en el contexto asiático

Enseña estrategias y prácticas de marketing específicas para Asia

Cuenta con instructores expertos con décadas de experiencia en marketing en Asia

Abarca una amplia gama de temas, incluyendo B2C, B2B, deportes y entretenimiento

Reviews summary

Marketing expertise for asia

Instructors lead you through Asia's multi-trillion-dollar marketing landscape in order to equip you with the expertise and the confidence you need to position your company as a leader in this increasingly important region.

Engage with comprehensive explanations of the instructor.

""Todo está muy bien explicado y de forma dinámica :)""

Gain a theoretical understanding of international marketing.

""Proporciona una introducción al paradigma del marketing, la ejecución y la estrategia.""

Learn from experts in the field through revealing interviews.

""aprender de entrevistas con expertos, algunos de los cuales tienen décadas de experiencia académica y experiencia de campo en marketing en Asia."

Apply your learning to the real world through case studies and interviews.

""Como beneficio adicional, también cubrirá temas específicos tales como el B2C, B2B, los deportes y el marketing del entretenimiento.""

Gain a thorough understanding of international marketing from basic concepts to advanced strategies.

""El concepto de Marketing CON ENFOQUE A ASIA""

Benefit from the expertise of the instructor with decades of experience.

""aprender de entrevistas con expertos, algunos de los cuales tienen décadas de experiencia académica y experiencia de campo en marketing en Asia.""

The course covers basic marketing concepts and not just Asia-specific knowledge.

""I went back to this course to change my rating after completing " Doing business in China" specialization. This course is really basic, does not give you any specific knowledge bout Asian market."

While the course provides theoretical knowledge, more practical elements could enhance learning.

""teóricamente bien pero de puntos claves en la practica y que se asemeje a un escenario real ""

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 Marketing Internacional en Asia with these activities:

Review basic marketing concepts and principles

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Strengthen your foundation in marketing by revisiting core concepts and principles.

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Review textbooks, online resources, or videos that cover fundamental marketing concepts.
Focus on understanding the 4Ps of Marketing (Product, Price, Place, Promotion) and their role in creating value for customers.
Identify real-world examples of how these concepts are applied in successful marketing campaigns.
Test your understanding by completing practice problems or quizzes.
Seek clarification from instructors or peers if needed.

Create a comprehensive study guide or resource repository

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Consolidate and organize your learning materials for effective revision and reference.

Browse courses on Marketing Concepts

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Gather all relevant course materials, including lecture notes, readings, and assignments.
Review the materials and identify key concepts, definitions, and examples.
Create a structured and logical outline for your study guide or resource repository.
Summarize and condense the information from the course materials into your study guide.
Include additional resources such as articles, websites, or videos to supplement your study materials.

Explore advanced marketing techniques through online courses or workshops

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Enhance your marketing knowledge and skills by seeking out additional learning resources.

Browse courses on Marketing Trends

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Identify online courses or workshops that align with your marketing interests and goals.
Enroll in the courses or workshops and actively participate in the learning process.
Engage with instructors, peers, and industry experts to gain diverse perspectives.
Apply the newly acquired knowledge and techniques to your marketing projects or initiatives.
Share your experiences and insights with classmates or colleagues to foster a collaborative learning environment.

Three other activities

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Mentor junior students

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Assist less knowledgeable students in building a strong understanding of marketing fundamentals.

Browse courses on Marketing

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Identify students seeking mentorship opportunities.
Establish clear communication channels and meeting times.
Share your marketing knowledge and experiences, providing guidance and support.
Facilitate discussions and answer questions, fostering a deeper understanding of key marketing concepts.
Provide constructive feedback and encouragement, helping students develop their marketing skills.

Analyze case studies and solve marketing challenges

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Put your marketing knowledge to the test by analyzing real-world scenarios and devising solutions.

Browse courses on Marketing Strategy

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Review case studies that demonstrate successful marketing strategies and campaigns.
Identify the key challenges and opportunities faced by the businesses in the case studies.
Develop creative solutions and recommendations based on your understanding of marketing principles.
Present your analysis and recommendations to peers or instructors for feedback and discussion.
Share your solutions with the case study authors or companies for potential implementation.

Develop a marketing campaign proposal

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Apply your knowledge of marketing principles to develop a comprehensive campaign proposal.

Browse courses on Marketing Strategy

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Define the target audience, marketing objectives, and key performance indicators.
Conduct thorough market research to understand consumer needs and preferences.
Develop creative and effective marketing strategies to reach the target audience.
Outline a detailed implementation plan, including budget allocation and timelines.
Present the proposal to stakeholders, demonstrating the potential impact and return on investment.

Career center

Learners who complete Marketing Internacional en Asia will develop knowledge and skills that may be useful to these careers:

Marketing Manager

Marketing Managers develop and execute marketing campaigns for products and services. This course may be useful for aspiring Marketing Managers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations.

See salaries and explore the career path for Marketing Manager

Sales Manager

Sales Managers are responsible for leading and motivating sales teams. This course may be useful for aspiring Sales Managers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in sales management.

See salaries and explore the career path for Sales Manager

Marketing Analyst

Marketing Analysts collect and analyze data to measure the effectiveness of marketing campaigns. This course may be useful for aspiring Marketing Analysts as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in marketing analytics.

See salaries and explore the career path for Marketing Analyst

Product Manager

Product Managers are responsible for managing the development and launch of new products. This course may be useful for aspiring Product Managers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in product management.

See salaries and explore the career path for Product Manager

Business Development Manager

Business Development Managers are responsible for identifying and developing new business opportunities. This course may be useful for aspiring Business Development Managers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in business development.

See salaries and explore the career path for Business Development Manager

Market Researcher

Market Researchers conduct research to identify and understand target markets. This course may be useful for aspiring Market Researchers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in market research.

See salaries and explore the career path for Market Researcher

Social Media Manager

Social Media Managers are responsible for managing a company's social media presence and developing social media marketing campaigns. This course may be useful for aspiring Social Media Managers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in social media marketing.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. This course may be useful for aspiring Digital Marketing Managers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in digital marketing.

See salaries and explore the career path for Digital Marketing Manager

Marketing Professor

Marketing Professors teach and conduct research in the field of marketing. This course may be useful for aspiring Marketing Professors as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in teaching and research in marketing.

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International Marketing Manager

International Marketing Managers are responsible for developing and executing marketing campaigns for products and services in international markets. This course may be useful for aspiring International Marketing Managers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in international marketing.

See salaries and explore the career path for International Marketing Manager

Brand Manager

Brand Managers are responsible for managing and developing a company's brand strategy. This course may be useful for aspiring Brand Managers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in brand management.

See salaries and explore the career path for Brand Manager

Marketing Consultant

Marketing Consultants provide advice and support to businesses on marketing strategies and campaigns. This course may be useful for aspiring Marketing Consultants as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations.

See salaries and explore the career path for Marketing Consultant

Chief Marketing Officer

Chief Marketing Officers are responsible for leading all marketing activities for an organization. This course may be useful for aspiring Chief Marketing Officers as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in marketing leadership.

See salaries and explore the career path for Chief Marketing Officer

Marketing Director

Marketing Directors are responsible for developing and executing marketing strategies for an organization. This course may be useful for aspiring Marketing Directors as it provides a comprehensive overview of marketing fundamentals, including concepts, strategies, and execution. The course's focus on the Asian market will be particularly relevant for those interested in working in this region. The course will help you build a foundation in marketing principles and learn how to apply them to real-world business situations, which is essential for success in marketing leadership.

See salaries and explore the career path for Marketing Director

Marketing Internacional en Asia

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Marketing expertise for asia

Activities

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