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International Marketing & Cross Industry Growth Capstone Project

Approx. 11 hours to complete

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Course Summary

This course is the capstone project for the International Vertical Marketing specialization. Students will apply the knowledge and skills gained from the previous courses to develop a comprehensive marketing plan for a real-world international business.

Key Learning Points

Learn to develop a comprehensive marketing plan for an international business
Apply knowledge and skills gained from previous courses in the specialization
Work on a real-world project with a global focus

Job Positions & Salaries of people who have taken this course might have

International Marketing Manager
- USA: $90,000 - $130,000
- India: ₹12,00,000 - ₹20,00,000
- Spain: €40,000 - €60,000
Global Marketing Director
- USA: $150,000 - $200,000
- India: ₹30,00,000 - ₹50,00,000
- Spain: €80,000 - €120,000
International Business Development Manager
- USA: $80,000 - $120,000
- India: ₹10,00,000 - ₹18,00,000
- Spain: €35,000 - €50,000

Learning Outcomes

Develop a comprehensive marketing plan for an international business
Apply knowledge and skills gained from previous courses in the specialization
Gain experience working on a real-world project with a global focus

Prerequisites or good to have knowledge before taking this course

Completion of all courses in the International Vertical Marketing specialization
Basic understanding of marketing principles

Course Difficulty Level

Advanced

Course Format

Self-paced
Project-based

Similar Courses

International Marketing Strategies
Global Market Research
International Business Essentials

Related Education Paths

Notable People in This Field

Marketing Guru
Marketing Expert

Related Books

Description

This course will act as the culmination of the Specialization: International Marketing & Cross Industry Growth. The aim is to help you apply what you have learned during the 16 weeks of the 5 courses and conduct an "action learning" project that will consist of the following:

1. Situation Analysis for their chosen company or brand. 2. Marketing Mix Analysis for their chosen company or brand. 3. Cross Country Innovation Plan when expanding abroad. 4. Cross Industry Innovation Plan when sourcing ideas or expanding into another industry. All of these analyses will have templates that will be explained in the video lectures using an exemplar case, "Yuhan Kimberly." You will be required to choose a company on which these analyses will be performed. As such, the intent will be to provide you an integrated set of insights and application to a chosen managerial situation and problems at hand in the context of a specific region or country. You will be required to also choose another industry (from the ones covered in the Specialization: B2C, B2B, Healthcare, Hospitality, Entertainment, Sports) when developing your Cross Industry Innovation Plan. For example, if you work for a company in the Healthcare industry and have analyzed that company, you should then conduct a Cross Industry Innovation project using concepts from a different industry such as Entertainment.

Outline

Introduction to Capstone and Guidelines Using Exemplar Case
Introduction to Specialization
International Marketing & Cross Industry Growth Capstone
Guidelines for using the exemplar case: Yuhan Kimberly.
Expert Interview with Lorenzo Swank, CEO Pixio
A tip for the capstone project from Prof. Sunmee Choi
Course Overview and Project Milestones Objectives
Exemplar Case: Yuhan Kimberly
Honor Code and Plagiarism
Slides for Exemplar Case Video

Milestone 1: Situation Analysis
Milestone 1: Situation Analysis Intro
Situation Analysis: Noon Nopi, Vision & Strategy
Situation Analysis: Omni Branding & SFU Analysis
Slides for Situation Analysis Video
Situation Analytic Templates
Situation Analysis: Noon Nopi Definition and Rubrics
Situation Analysis: Vision and Strategy Analysis and Rubrics
Situation Analysis: Omni-Branding Analysis and Rubrics
Situation Analysis: SFU Branding Analysis and Rubrics

Milestone 2: Marketing Mix Analysis
Milestone 2: Marketing Mix Analysis Intro
Marketing Mix Analysis: Product & Promotion
Marketing Mix Analysis: Price & Place
Slides for Marketing Mix Analysis Video Lecture
Marketing Mix Analytic Templates
Marketing Mix Analysis: Product Analysis and Rubrics.
Marketing Mix Analysis: Promotion Analysis and Rubrics.
Marketing Mix Analysis: Price Analysis and Rubrics.
Marketing Mix Analysis: Place Analysis and Rubrics

Milestone 3: Cross Country Innovation
Milestone 3: Cross Country Innovation Intro
Innovating Across Borders: Key Decisions
Innovating Across Borders: Marketing Mix Modifications
Slides for Cross Country Innovation Video Lecture
Cross Country Innovation Analytic Templates
Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.
Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.

Milestone 4: Cross Industry Innovation
Milestone 4: Cross Industry Innovation Intro
Innovating Across Industries: Key Decisions
Innovating Across Industries: Marketing Mix Modifications
Slides for Cross Industry Innovation Video Lecture
Cross Industry Innovation Analytic Templates
Cross Industry Innovation: Reformulation of Vision and Strategy with Rubrics.
Cross Industry Innovation: Reformulation of Marketing Mix with Rubrics.

Final Project Peer Review Evaluation and Specialization Wrap-Up
Final Thoughts

Summary of User Reviews

This course on International Vertical Marketing Capstone Project has been highly praised by many users. It offers valuable insights into the world of vertical marketing, and has received an overall positive rating from the users.

Key Aspect Users Liked About This Course

Many users have appreciated the practical approach of the course, and have found the real-life case studies to be highly informative.

Pros from User Reviews

The course offers practical insights into vertical marketing, making it highly relevant for professionals
The real-life case studies provide valuable insights into the challenges faced by businesses in vertical markets
The course is well-structured and easy to follow, with clear explanations and examples
The interactive nature of the course, with quizzes and assessments, helps to reinforce the learning experience
The instructors are highly knowledgeable and responsive to queries and feedback

Cons from User Reviews

Some users have found the course content to be too basic and lacking in depth
The course may not be suitable for those who are already well-versed in the field of vertical marketing
The course is focused on the American market, and may not be relevant for those operating in other regions
Some users have found the course to be too time-consuming, especially if they are already juggling work and other commitments
The course could benefit from more hands-on exercises and practical assignments

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International Marketing & Cross Industry Growth Capstone Project

This course will act as the culmination of the Specialization: International Marketing & Cross Industry Growth. 1. Situation Analysis for their chosen company or brand....

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