Enroll Course: https://www.coursera.org/learn/intro-international-marketing
In today’s interconnected world, understanding how to navigate international markets is no longer a niche skill but a fundamental requirement for business success. Coursera’s ‘Intro to International Marketing’ course offers a compelling entry point into this complex yet rewarding field. This course uniquely blends the core principles of international marketing with the dynamic concept of Cross Industry Innovation (CCCI), providing a holistic framework for growth.
The course begins by demystifying the very essence of marketing, introducing the powerful Korean concept of ‘Noon Nopi’ or ‘Eye Level.’ This philosophy emphasizes understanding and aligning with consumer perspectives, a crucial element in any marketing endeavor. It then delves into the foundational ‘4 Ps’ – Product, Price, Place, and Promotion – before exploring the vital role of culture in international marketing, differentiating between ‘Etic’ (similar) and ‘Emic’ (fundamentally different) cultural dimensions. The inclusion of an interview with an LG Electronics executive offers a real-world glimpse into the challenges and strategies of global marketing.
Moving on, the course tackles marketing strategy, introducing the VSA framework for identifying weak signals and the concept of ‘Transing’ – a strategic approach to managing change. This sets the stage for understanding Cross Industry Innovation, illustrating how companies can find inspiration and expand by looking beyond their immediate sectors. Case studies like LG’s ‘Mosquito Away’ and Swarovski’s innovative product sourcing highlight the practical application of these concepts.
The final module focuses on branding, examining its fundamental functions and its implications for companies expanding internationally (‘Cross Country’ growth). It also addresses the strategic considerations for brand extension when entering new industries (‘Cross Industry’ growth). The ASIANA COBRA paradigm, a versatile analytical tool, is introduced, allowing for a comprehensive analysis of brands within their company, country of origin, and regional context.
Overall, ‘Intro to International Marketing’ is an exceptionally well-structured and insightful course. It provides a strong theoretical foundation while grounding it with practical examples and expert insights. The CCCI framework is particularly valuable, offering a forward-thinking approach to business expansion. I highly recommend this course to anyone looking to understand the dynamics of global business and develop effective strategies for international growth.
Enroll Course: https://www.coursera.org/learn/intro-international-marketing