Enroll Course: https://www.coursera.org/learn/marketing-internacional-asia
In today’s interconnected global economy, understanding and navigating international markets is no longer a niche skill but a necessity. For businesses and aspiring marketers looking to tap into the immense growth potential of Asia, specialized knowledge is key. Coursera’s “Marketing Internacional en Asia” (International Marketing in Asia) course aims to bridge this gap, particularly for Latin American professionals and students seeking to establish a foothold in this dynamic region.
This course is meticulously designed for managers and students who aspire to excel as marketing specialists in Asia. Recognizing Asia’s significant contribution to global economic expansion, the course highlights the benefits many companies have reaped from entering Asian markets, while also acknowledging the comparative challenges faced by Latin American enterprises. By offering a dedicated program, it seeks to equip participants with the insights and tools needed to succeed.
The syllabus is comprehensive, starting with the fundamental concept of marketing with an Asian focus. It delves into international marketing principles, contextualizing them within the Asian landscape. This includes marketing *to* Asia, marketing *from* Asia, and marketing *with* Asia (treating Asia as a brand). Upon successful completion, learners can expect a deeper understanding of marketing concepts within the specific context of Asian businesses and consumers. For professionals, the course promises practical tools to apply these concepts to their products and target markets. A crucial takeaway is learning to balance the maximization of cultural similarities (the ‘etic’ approach) with the personalization of marketing for local differences (the ’emic’ approach). The course further enriches this learning through interviews with seasoned experts, many boasting decades of academic and practical experience in Asian marketing.
The second module dives into ‘Marketing Strategy to Asia,’ beginning with foundational to international strategy and emphasizing the avoidance of marketing myopia. It introduces the VSA framework for identifying weak signals and defending against market disruptions, alongside ‘transing’ as a strategy for world-changing initiatives, applicable to brands, and even individuals. The course examines why companies venture abroad, the process of market selection in Asia, and the importance of scalability. It also covers safe market entry strategies, initial launch concepts, and the crucial STP (Segmentation, Targeting, and Positioning) framework.
‘Types of Marketing: B2C & B2B’ explores the nuances of consumer marketing in Asia, focusing on consumer behavior, perception, influences, and responses. It guides participants on how to become a CSI marketing agent and apply a Mini VSA model to target consumers, using real-world company scenarios and analyzing diverse Asian consumer profiles. For B2B marketing, the course details the procedures for approaching other businesses, covering buying centers, selling centers, purchasing procedures, Push and Pull strategies, and Total Marketing. It stresses the importance of relationships and teamwork in global B2B marketing strategies.
Finally, the ‘Types of Marketing: Sports & Entertainment’ module examines two burgeoning industries. Sports Marketing is presented not just as marketing sports, but also marketing *through* sports, enabling participants to identify its core characteristics. Similarly, Entertainment Marketing involves marketing entertainment properties and marketing *through* entertainment functions. The course illustrates how entertainment itself can be marketed, and how other industries can leverage entertainment’s functions or use it as a medium, highlighting differentiating features like Show Business Marketing.
Overall, “Marketing Internacional en Asia” is a uniquely focused and practical course that effectively integrates theory with real-world application. It’s an invaluable resource for anyone aiming to navigate and succeed in the complex yet rewarding Asian marketplace.
Enroll Course: https://www.coursera.org/learn/marketing-internacional-asia