International Marketing & Cross Industry Growth Capstone Project

Yonsei University via Coursera

Go to Course: https://www.coursera.org/learn/international-vertical-marketing-capstone-project

Introduction

**Course Review: International Marketing & Cross Industry Growth Capstone Project** In the fast-paced global marketplace, understanding how to effectively launch and grow products across borders and industries is becoming increasingly critical. The "International Marketing & Cross Industry Growth Capstone Project" available on Coursera is a compelling option for professionals seeking to harness these essential skills. This course culminates a comprehensive 16-week specialization and provides a hands-on opportunity to apply theoretical knowledge in a real-world context. ### Overview This capstone course is designed for those looking to synthesize their learning from previous courses, culminating in a practical "action learning" project. Students will select a company or brand of their choice and conduct an in-depth analysis incorporating four major components: Situation Analysis, Marketing Mix Analysis, Cross Country Innovation Plan, and Cross Industry Innovation Plan. ### Syllabus Breakdown 1. **Introduction to Capstone and Guidelines Using Exemplar Case** - The course kicks off with an introduction featuring an exemplar case study on Yuhan Kimberly. This foundational week sets the stage for the analyses that follow, equipping students with the necessary guidelines to navigate the project effectively. 2. **Milestone 1: Situation Analysis** - The first milestone focuses on performing a Situation Analysis for the chosen company. It prompts students to evaluate product definitions, analyze vision and strategy, and conduct branding assessments through a structured framework that emphasizes strong, favorable, and unique branding elements. 3. **Milestone 2: Marketing Mix Analysis** - In the second milestone, participants delve into the Marketing Mix with a comprehensive evaluation of the product, promotion, pricing, and placement strategies. Each aspect is meticulously deconstructed, pushing students to think critically about how tangible and intangible characteristics impact overall marketing effectiveness. 4. **Milestone 3: Cross Country Innovation** - For the third milestone, students are presented with the Cross-Country Innovation Approach. This section encourages participants to reassess their company’s vision and strategy for international expansion and adapt their marketing mix accordingly. It challenges them to consider the nuances of entering new regional and national markets. 5. **Milestone 4: Cross Industry Innovation** - Finally, the fourth milestone engages students with cross-industry innovation. Here, they must articulate a detailed vision and strategy tailored to innovating across different sectors while identifying key industry compatibilities and incompatibilities. 6. **Final Project Peer Review Evaluation and Specialization Wrap-Up** - The course culminates with a peer review of the final project, where students can reflect on feedback received through the course. This collaborative aspect not only enhances learning but also builds a valuable network among peers. ### Why You Should Enroll 1. **Practical Application**: This course provides a rare opportunity to apply theoretical marketing concepts to real-world challenges, thereby bridging the gap between academic learning and practical implementation. 2. **Comprehensive Framework**: The structured approach through milestones offers a clear pathway to mastering complex topics, ensuring that students gain a thorough understanding of both international and cross-industry marketing strategies. 3. **Skill Development**: By engaging in strategic analyses and planning, students will enhance their critical thinking and analytical skills—capabilities that are invaluable in today’s globalized economy. 4. **Networking Opportunities**: The peer review process connects you with individuals who share similar academic and career interests, providing ample opportunities for networking and collaboration. 5. **Expert Guidance**: With this course, you will benefit from insights and guidance from industry experts, ensuring you learn current best practices and innovative strategies that can be directly applied in your career. ### Conclusion The "International Marketing & Cross Industry Growth Capstone Project" is a robust, comprehensive, and essential course for anyone looking to advance their marketing expertise and effectively navigate the complexities of international markets. Whether you are a seasoned marketing professional or a newcomer eager to enhance your skills, this capstone offers valuable insights and practical experience that will set you apart in the competitive landscape. I highly recommend enrolling in this course to elevate your marketing acumen and expand your horizon on global marketing strategies.

Syllabus

Introduction to Capstone and Guidelines Using Exemplar Case

This is the beginning of the Capstone for the Specialization: International Marketing & Cross Industry Growth. You will become acquainted with an exemplar company Yuhan Kimberly both via a case and a video lecture, and then be provided specific guidelines on how to reference the case to complete your individual capstone projects.

Milestone 1: Situation Analysis

For Milestone 1, you will be expected to complete a Situation Analysis for a chosen company in a chosen industry. The major components of Milestone 1 will be A. A Noon Nopi Definition of the learners' Product. B. A Vision and Strategy Analysis. C. An Omni-Branding Analysis. And D. A SFU (Strong Favorable and Unique) Branding Analysis.

Milestone 2: Marketing Mix Analysis

For Milestone 2 you will complete a comprehensive Marketing Mix Analysis for a chosen company in a chosen industry. The major components of Marketing Mix Analysis will be A. Product: Tangible and Intangible Characteristics. B. Promotion: 5 W's (Who, What, to Whom, Which, and What Effect). C. Price: Total Benefits and Total Costs Analysis. And D. Place: Convenience Add-Ons Analysis.

Milestone 3: Cross Country Innovation

For Milestone 3 you will begin the first part of the CCCI (Cross-Country Cross-Industry) Innovation Approach, i.e. Cross Country expansion for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Country Expansion with the sub-components being: 1. Why do we need to go abroad? 2. What region? 3. What country? And 4. What segment? Component B is a reformulation of the Marketing Mix Actions for Cross Country Expansion with the sub-components being 1. Cross Country Product: Tangible and Intangible Characteristics. 2. Cross Country Promotion: 5 W's Analysis. 3. Cross Country Price: Benefits and Costs Analysis. And 4. Cross Country Place: Convenience Add-Ons Analysis.

Milestone 4: Cross Industry Innovation

For Milestone 4 you will complete the second part of the CCCI Innovation Approach, i.e. Cross-Industry Innovation for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Industry Expansion with the sub-components being: 1. A Problem Definition. 2. Choice of industry to benchmark from specialization. 3. Identification of key concepts to innovate. 4. Identification of incompatibilities across industries to iron out. a. Component B is a reformulation of the Marketing Mix Actions for Cross Industry Expansion with the sub-components being 1. Cross Industry Tangible and Intangible Characteristics Analysis. 2. Cross Industry Promotion: 5 W's Analysis. 3. Cross Industry Price: Benefits and Costs Analysis. And 4. Cross Industry Place: Convenience Add-Ons Analysis.

Final Project Peer Review Evaluation and Specialization Wrap-Up

After having conducted the four Milestones, this week you will upload your final project for review evaluation by your peers. If you have been receiving weekly optional peer reviews and have iterated your submission based on constructive feedback, then uploading the final Capstone project will be faster than the stated time.