International Marketing Entry and Execution

Go to Course: https://www.coursera.org/learn/international-marketing-entry-execution

Introduction

## Course Review: International Marketing Entry and Execution If you're a marketing professional or an aspiring marketer looking to expand your international marketing knowledge, my strong recommendation is to dive into the "International Marketing Entry and Execution" course available on Coursera. This course serves as Part 2 of a two-series foundation within the Specialization: International Marketing & Cross Industry Growth, and it thoroughly explores crucial concepts that govern successful international marketing strategies. ### Overview The course is designed to provide deep insights into various facets of consumer science and marketing execution in an international context. It covers essential topics like B2C marketing, international market entry strategies, targeting, positioning, and the marketing mix—ingredients necessary for any marketing professional aiming to thrive in a global marketplace. One of the standout features of this course is its innovative approach to discussing marketing strategies. The final sessions delve into seven unique ways to innovate in international marketing, all starting with the letter "S," reinforcing the course's emphasis on creative and strategic thinking. This makes it not only educational but also highly engaging and relatable. ### Syllabus Breakdown 1. **B2C (Business to Consumer) Marketing** - **Week 1** opens with a focus on B2C marketing through the lens of Consumer Science Investigation (CSI). Here, learners will familiarize themselves with consumer behavior in international markets, utilizing the Vision-Strategy-Action framework to understand how to influence consumer decisions effectively. Notably, the inclusion of interviews with B2C marketing specialists provides valuable real-world insights, making the material relevant and applicable to current trends. 2. **Entry, Targeting, and Positioning** - In **Week 2**, the course shifts its focus to market entry strategies and the crucial marketing elements of segmentation, targeting, and positioning (STP). Through a blend of macro and micro analytical approaches, learners will gain a comprehensive understanding of how to define the market and leverage various segmentation bases. The impact of the 3Cs—Consumers, Competitors, and Company—on positioning strategies guides learners to think critically about strategic placement in international markets. 3. **Marketing Mix and Cross Country & Cross Industry Growth** - **Week 3** dives into the marketing mix, encapsulated in the 4Ps—Product, Promotion, Price, and Place. This week emphasizes how these elements interact symbiotically, enhancing learners' comprehension of marketing execution on an international scale. Coupled with the exploration of Cross Country and Cross Industry (CCCI) innovation implications, this week cements the foundational elements of effective marketing frameworks for global application. 4. **7S of International Marketing Innovation** - Finally, **Week 4** explores the '7S's of Marketing Innovation, which includes concepts like Social Marketing, Small Marketing, and Sports Marketing, among others. This week challenges students to think outside the box, presenting a multifaceted view of marketing innovation that encourages creativity and adaptability, crucial skills in today’s rapid-paced marketing environment. ### Conclusion and Recommendation The "International Marketing Entry and Execution" course is a meticulously crafted program that combines theory with applicable skills, ensuring marketing professionals gain a robust understanding of international marketing dynamics. The interactive format, real-world interviews, and diverse range of topics make for an enriching learning experience. I wholeheartedly recommend this course to anyone interested in enhancing their international marketing skills and discovering innovative strategies that are critical in the global marketplace. Enroll today on Coursera and take a significant step towards mastering international marketing!

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.

During Week 2, we start from a macro analytical view of how to determine a market landing strategy and an initial launch in foreign markets. Then the course will narrow down the focus to a micro analytical approach – the STPs of marketing – Segmentation, Targeting and Positioning. For segmentation, several segmentation bases will be introduced. For targeting, the target selection process and basic target market criteria will be discussed. For positioning, we will learn the effect of the 3Cs, i.e. how Consumers, Competitors and Company impact the positioning when we want to achieve the ultimate Noon Nopi.

Week 3 will introduce learners to the four major elements of marketing execution, the 4Ps, i.e. product, promotion, price and place. At the start of each video, the fundamental concept of each P will be explained. Then, the concept of each P will be expanded in terms of their Cross Country and Cross Industry (i.e. CCCI) Innovation implications. In addition, the learner will understand how one element of can be symbiotically related to the other elements.

Week 4 will explain the ‘out of the box’ thinking for marketing in terms of the 7S's of Marketing Innovation: Social Marketing, Small Marketing, Simple Marketing, Skip Marketing, Sports Marketing, Screen Marketing and Set Marketing. Here too we will examine their CCCI Innovation implications.