Enroll Course: https://www.coursera.org/learn/international-vertical-marketing-capstone-project
For anyone looking to solidify their understanding of international marketing and cross-industry growth, the “International Marketing & Cross Industry Growth Capstone Project” on Coursera is an absolute must. This course serves as the grand finale to a comprehensive specialization, and it truly lives up to its promise of providing actionable, real-world application of learned concepts.
Over the course of this capstone, you’ll embark on a journey to conduct an ‘action learning’ project, which is essentially a deep dive into a company or brand of your choice. The structure is meticulously laid out across four key milestones, each building upon the last.
Milestone 1 kicks off with a thorough Situation Analysis. Here, you’ll dissect the chosen company through lenses like product definition, vision and strategy, and branding analysis, including SFU (Strong, Favorable, and Unique) elements. It’s a fantastic way to get a holistic view of a business’s current standing.
Milestone 2 shifts focus to the Marketing Mix. This involves a detailed examination of Product (tangible and intangible), Promotion (the 5 W’s), Price (benefits vs. costs), and Place (convenience add-ons). This section is invaluable for understanding how to strategically position a product in any market.
What sets this capstone apart is its forward-thinking approach in Milestones 3 and 4. Milestone 3 tackles Cross-Country Innovation, requiring you to reformulate vision, strategy, and the marketing mix for international expansion. This includes identifying target regions, countries, and segments, and adapting the product, promotion, price, and place strategies accordingly. It’s a practical guide to navigating the complexities of global markets.
Milestone 4 then delves into Cross-Industry Innovation. This involves redefining vision and strategy for expansion into new industries, identifying key innovation concepts, and addressing inter-industry incompatibilities. Similar to Milestone 3, it requires a deep dive into adapting the marketing mix for these new ventures.
The course concludes with a Final Project Peer Review and Specialization Wrap-Up. The opportunity to have your work reviewed by peers is an excellent way to gain diverse perspectives and refine your project before final submission.
Overall, this capstone project is an exceptional tool for anyone serious about international marketing. It’s challenging, comprehensive, and culminates in a project that you can proudly add to your portfolio. If you’ve completed the preceding courses in the specialization, this capstone is the perfect way to consolidate your knowledge and demonstrate your expertise. Highly recommended!
Enroll Course: https://www.coursera.org/learn/international-vertical-marketing-capstone-project