This Specialization in International Marketing & Cross Industry Growth covers marketing concepts and emphasizes the need to think openly across international markets and industries for new ideas or expansion. The first two courses establish the core foundations, while the last three elaborate on major global industry clusters: B2B, Healthcare and Hospitality, and Sports and Entertainment. The capstone requires learners to develop a new product using knowledge learned from at least 2 industries.
Upon successful completion, learners will gain an understanding of international marketing, consumer science investigation, B2B marketing, and international hospitality, healthcare, sports, and entertainment marketing. They will also learn about cross-country and cross-industry innovation, and be able to apply innovative strategies to their business.
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The course modules cover fundamental concepts in international marketing, consumer science investigation, B2B marketing, international hospitality & healthcare services marketing, and international entertainment & sports marketing, culminating in a capstone project that integrates the knowledge gained throughout the specialization.
This course introduces the basic foundations of international marketing and emphasizes cross-country and cross-industry innovation. Learners will gain an understanding of international marketing, consumer science investigation, and the core meaning of marketing elements.
This course delves deeper into consumer science investigation, B2C marketing, international marketing entry, targeting, positioning, and international product, promotion, place, and price. It also covers innovative marketing strategies with a focus on cross-country and cross-industry innovation.
This course offers a unique perspective on business to business (B2B) marketing and emphasizes cross-country and cross-industry innovation. Learners will understand the differences between B2C and B2B marketing and gain insights from interviews with top B2B industry experts.
This course covers the unique characteristics and marketing strategies of the hospitality and healthcare services sector, emphasizing cross-country and cross-industry innovation. Learners will gain insights from innovative approaches in these industries and develop creative management capabilities.
This course provides a fundamental understanding of the characteristics and marketing strategies related to sports and entertainment, with a focus on cross-country and cross-industry expansion. Learners will learn key characteristics of sports and entertainment marketing and apply growth strategies to their business.
This capstone project integrates the knowledge gained throughout the specialization. Learners will apply what they have learned to conduct an "action learning" project, analyzing a chosen company or brand and developing cross-country and cross-industry innovation plans.
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