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About this Course
About this Course This course brings together two key subjects, International Marketing and Cross Industry Innovation. It will provide the basic foundations of international marketing and then explain how companies can grow by going abroad or sourcing ideas/expanding into other countries or industries. This is summarized as CCCI: Cross-Country and Cross-Industry Innovation, a term and analytical platform used throughout not only this course but others in the specialization. As an introductory course, we keep the concepts short and simple in order to ease learners into the wonderful world of international marketing. More specific operational aspects such as managing the product, price, place and promotion as well as targeting and positioning will be provided in the second course of the specialization. After you successfully complete this course learners will obtain the following outcomes: (1) an understanding of the core meaning of marketing and international marketing. (2) learn that international marketing is about striking the right balance between maximizing the similarities across cultures (Etic approach) and customizing marketing (Emic approach) to important local differences. (3) learn about how to source or expand into other industries at home or abroad via cross industry innovation. (4) obtain a solid foundation for subsequent courses such as course 2 (International Marketing Entry and Execution) and the industry-specific courses in the specialization.
Subtitles available in English
3 weeks of study, 1-2 hours/week
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Yonsei University has persevered through the waves of modern Korean history, leading the country’s industrialization, democratization, and informatization eras. Now, Yonsei will pioneer into the Fourth Industrial Revolution to face new challenges and lead innovation in higher education.
Nations around the world are currently at a crossroads where they must make many choices and advances as they face a time of great civilizational transition for humankind. We now face a new civilization where the explosive development of science and technology completely surpasses human biology, and democracy must meet expectations to benefit people’s lives and the community. Each individual yearns to enjoy the age of peace while keeping his or her dignity and identity.
Yonsei University aims to ultimately contribute to the peace and development of humankind. On a smaller scale, it will provide a platform for solidarity and innovation where the many youths who come to Yonsei University can pursue dreams and build their future. Yonsei will bring light to the world by fostering in-depth academic research, inspirational education, and the spirit of community service.
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