Enroll Course: https://www.coursera.org/learn/international-marketing-entry-execution
In an increasingly interconnected world, the importance of mastering international marketing cannot be overstated. Coursera’s course, **International Marketing Entry and Execution**, serves as a comprehensive guide for anyone looking to navigate the complexities of global markets. This course is part two of a two-part series that forms the foundation of the Specialization in International Marketing & Cross Industry Growth, offering invaluable insights and skillsets for marketers.
### Course Overview
This course delves into essential concepts such as B2C marketing, market entry strategies, targeting and positioning, as well as the intricate elements of the marketing mix including product, price, promotion, and place. One of the key highlights of the course is the introduction to innovative marketing techniques encapsulated in the ‘7S’s of International Marketing Innovation.’
### Detailed Syllabus Breakdown
1. **B2C Marketing** (Week 1): The course kicks off with a focused exploration of Business-to-Consumer marketing (B2C). It introduces participants to the **Consumer Science Investigation** (CSI) method, exploring consumer behavior on a global scale. This week also emphasizes the importance of understanding under-represented markets, specifically the Bottom of the Pyramid, and incorporates expert interviews to keep learners up-to-date with B2C trends.
2. **Entry, Targeting, and Positioning** (Week 2): Transitioning from macro to micro analysis, this week focuses on creating a market entry strategy, emphasizing the importance of segmentation, targeting, and positioning (STP). Participants will learn how consumer behavior, competition, and company objectives influence effective market positioning.
3. **Marketing Mix & Cross Country Growth** (Week 3): Week three introduces the traditional **4 Ps** (Product, Promotion, Price, Place) but expands the discussion to include their implications in cross-country and cross-industry growth. Understanding the interrelation between these components is crucial for successful marketing execution.
4. **7S of International Marketing Innovation** (Week 4): This final week takes a leap into innovative marketing with fresh strategies categorized into seven areas: Social Marketing, Small Marketing, Simple Marketing, Skip Marketing, Sports Marketing, Screen Marketing, and Set Marketing. Each approach is framed with an eye towards social impact and cross-industry applications.
### Conclusion and Recommendation
Overall, the **International Marketing Entry and Execution** course is a must-take for anyone serious about entering global markets. Its structured approach offers deep dives into crucial areas of international marketing while promoting innovative thinking. The course is well-suited for both academic learners and professionals seeking to enhance their international marketing expertise.
If you’re ready to take your marketing skills to the next level and navigate the exciting world of international business, I highly recommend enrolling in this course on Coursera. You won’t just learn how to market internationally; you’ll learn how to innovate and lead in the global marketplace.
Enroll Course: https://www.coursera.org/learn/international-marketing-entry-execution