Enroll Course: https://www.coursera.org/learn/international-marketing-entry-execution
Embarking on a global business venture requires a nuanced understanding of international marketing strategies. Coursera’s ‘International Marketing Entry and Execution’ course, the second part of a foundational series, offers a comprehensive deep dive into the intricacies of taking products and services to diverse international markets. This course is an invaluable resource for anyone looking to expand their business horizons.
Week 1 is dedicated to **B2C Marketing**, starting with Consumer Science Investigation (CSI). It delves into understanding consumer behavior across different cultures and introduces the Vision-Strategy-Action framework. A particularly interesting aspect is the exploration of the ‘Bottom of the Pyramid’ market, often overlooked but potentially lucrative. Expert interviews provide real-world insights into current B2C trends and technological advancements aiding consumer understanding.
**Entry, Targeting, and Positioning** are the focus of Week 2. This module moves from a macro view of market entry strategies to a micro-level analysis of Segmentation, Targeting, and Positioning (STP). Learners are introduced to various segmentation bases and the criteria for selecting target markets. The crucial role of the 3Cs – Consumers, Competitors, and Company – in shaping effective positioning is thoroughly examined, aiming for that elusive ‘Noon Nopi’ (which I interpret as optimal market presence).
Week 3 tackles the core of marketing execution with the **Marketing Mix and Cross Country & Cross Industry Growth**. The classic 4Ps (Product, Promotion, Price, Place) are explored not just in their fundamental definitions but also in their implications for Cross Country and Cross Industry (CCCI) innovation. The symbiotic relationships between these marketing elements are highlighted, emphasizing how they work together for maximum impact.
Finally, Week 4 introduces innovative approaches with the **7S of International Marketing Innovation**. This section encourages ‘out of the box’ thinking with concepts like Social Marketing, Small Marketing, Simple Marketing, Skip Marketing, Sports Marketing, Screen Marketing, and Set Marketing. Again, the CCCI innovation implications of each ‘S’ are explored, providing a toolkit for creative and effective international marketing campaigns.
**Recommendation:**
‘International Marketing Entry and Execution’ is a meticulously structured course that builds a strong foundation for international marketing professionals. The blend of theoretical concepts, practical frameworks, and real-world examples makes it highly engaging and applicable. Whether you are a student, an entrepreneur, or a marketing manager, this course will equip you with the knowledge and strategies to navigate the complexities of global markets successfully. I highly recommend this course for anyone serious about international business growth.
Enroll Course: https://www.coursera.org/learn/international-marketing-entry-execution