International Marketing & Cross Industry Growth Capstone Project
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International Marketing & Cross Industry Growth Capstone Project
This course is part of International Marketing & Cross Industry Growth Specialization
Instructor: Dae Ryun Chang
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Skills you'll gain
- Peer Review
- Strategic Planning
- Product Management
- Brand Strategy
- Brand Management
- Product Promotion
- Strategic Marketing
- Global Marketing
- Business Strategies
- Company, Product, and Service Knowledge
- Promotional Strategies
- New Business Development
- Case Studies
- Benchmarking
- Competitive Analysis
- Marketing
- Growth Strategies
- Branding
- Innovation
Details to know
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
There are 6 modules in this course
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.
This is the beginning of the Capstone for the Specialization: International Marketing & Cross Industry Growth. You will become acquainted with an exemplar company Yuhan Kimberly both via a case and a video lecture, and then be provided specific guidelines on how to reference the case to complete your individual capstone projects.
What's included
5 videos4 readings1 discussion prompt
5 videos•Total 36 minutes
- Introduction to Specialization•4 minutes
- International Marketing & Cross Industry Growth Capstone•2 minutes
- Guidelines for using the exemplar case: Yuhan Kimberly.•11 minutes
- Expert Interview with Lorenzo Swank, CEO Pixio•11 minutes
- A tip for the capstone project from Prof. Sunmee Choi•9 minutes
4 readings•Total 73 minutes
- Course Overview and Project Milestones Objectives•5 minutes
- Exemplar Case: Yuhan Kimberly•60 minutes
- Honor Code and Plagiarism•3 minutes
- Slides for Exemplar Case Video•5 minutes
1 discussion prompt•Total 10 minutes
- Lessons from the Exemplar Case•10 minutes
For Milestone 1, you will be expected to complete a Situation Analysis for a chosen company in a chosen industry. The major components of Milestone 1 will be A. A Noon Nopi Definition of the learners' Product. B. A Vision and Strategy Analysis. C. An Omni-Branding Analysis. And D. A SFU (Strong Favorable and Unique) Branding Analysis.
What's included
3 videos6 readings1 peer review1 discussion prompt
3 videos•Total 20 minutes
- Milestone 1: Situation Analysis Intro•1 minute
- Situation Analysis: Noon Nopi, Vision & Strategy•8 minutes
- Situation Analysis: Omni Branding & SFU Analysis•11 minutes
6 readings•Total 50 minutes
- Slides for Situation Analysis Video•5 minutes
- Situation Analytic Templates•5 minutes
- Situation Analysis: Noon Nopi Definition and Rubrics•10 minutes
- Situation Analysis: Vision and Strategy Analysis and Rubrics•10 minutes
- Situation Analysis: Omni-Branding Analysis and Rubrics•10 minutes
- Situation Analysis: SFU Branding Analysis and Rubrics•10 minutes
1 peer review•Total 20 minutes
- Situation Analysis •20 minutes
1 discussion prompt•Total 10 minutes
- Comments about Situation Analysis•10 minutes
For Milestone 2 you will complete a comprehensive Marketing Mix Analysis for a chosen company in a chosen industry. The major components of Marketing Mix Analysis will be A. Product: Tangible and Intangible Characteristics. B. Promotion: 5 W's (Who, What, to Whom, Which, and What Effect). C. Price: Total Benefits and Total Costs Analysis. And D. Place: Convenience Add-Ons Analysis.
What's included
3 videos6 readings1 peer review1 discussion prompt
3 videos•Total 16 minutes
- Milestone 2: Marketing Mix Analysis Intro•1 minute
- Marketing Mix Analysis: Product & Promotion•8 minutes
- Marketing Mix Analysis: Price & Place•8 minutes
6 readings•Total 50 minutes
- Slides for Marketing Mix Analysis Video Lecture•5 minutes
- Marketing Mix Analytic Templates•5 minutes
- Marketing Mix Analysis: Product Analysis and Rubrics.•10 minutes
- Marketing Mix Analysis: Promotion Analysis and Rubrics.•10 minutes
- Marketing Mix Analysis: Price Analysis and Rubrics.•10 minutes
- Marketing Mix Analysis: Place Analysis and Rubrics•10 minutes
1 peer review•Total 30 minutes
- Marketing Mix Analysis•30 minutes
1 discussion prompt•Total 10 minutes
- Comments and Questions about Marketing Mix Analysis•10 minutes
For Milestone 3 you will begin the first part of the CCCI (Cross-Country Cross-Industry) Innovation Approach, i.e. Cross Country expansion for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Country Expansion with the sub-components being: 1. Why do we need to go abroad? 2. What region? 3. What country? And 4. What segment? Component B is a reformulation of the Marketing Mix Actions for Cross Country Expansion with the sub-components being 1. Cross Country Product: Tangible and Intangible Characteristics. 2. Cross Country Promotion: 5 W's Analysis. 3. Cross Country Price: Benefits and Costs Analysis. And 4. Cross Country Place: Convenience Add-Ons Analysis.
What's included
3 videos4 readings1 peer review1 discussion prompt
3 videos•Total 24 minutes
- Milestone 3: Cross Country Innovation Intro•1 minute
- Innovating Across Borders: Key Decisions•11 minutes
- Innovating Across Borders: Marketing Mix Modifications•13 minutes
4 readings•Total 50 minutes
- Slides for Cross Country Innovation Video Lecture•5 minutes
- Cross Country Innovation Analytic Templates•5 minutes
- Cross Country Innovation: Reformulation of Vision and Strategy with Rubrics.•20 minutes
- Cross Country Innovation: Reformulation of Marketing Mix with Rubrics.•20 minutes
1 peer review•Total 45 minutes
- Cross Country Innovation Analysis•45 minutes
1 discussion prompt•Total 10 minutes
- Comments and Questions about Cross Country Innovation•10 minutes
For Milestone 4 you will complete the second part of the CCCI Innovation Approach, i.e. Cross-Industry Innovation for a chosen company in a chosen industry. The two major components will be: A. A reformulation of the Vision and Strategy for Cross Industry Expansion with the sub-components being: 1. A Problem Definition. 2. Choice of industry to benchmark from specialization. 3. Identification of key concepts to innovate. 4. Identification of incompatibilities across industries to iron out. a. Component B is a reformulation of the Marketing Mix Actions for Cross Industry Expansion with the sub-components being 1. Cross Industry Tangible and Intangible Characteristics Analysis. 2. Cross Industry Promotion: 5 W's Analysis. 3. Cross Industry Price: Benefits and Costs Analysis. And 4. Cross Industry Place: Convenience Add-Ons Analysis.
What's included
3 videos4 readings1 peer review1 discussion prompt
3 videos•Total 21 minutes
- Milestone 4: Cross Industry Innovation Intro•1 minute
- Innovating Across Industries: Key Decisions•10 minutes
- Innovating Across Industries: Marketing Mix Modifications•10 minutes
4 readings•Total 50 minutes
- Slides for Cross Industry Innovation Video Lecture•5 minutes
- Cross Industry Innovation Analytic Templates•5 minutes
- Cross Industry Innovation: Reformulation of Vision and Strategy with Rubrics.•20 minutes
- Cross Industry Innovation: Reformulation of Marketing Mix with Rubrics.•20 minutes
1 peer review•Total 45 minutes
- Cross Industry Innovation Analysis•45 minutes
1 discussion prompt•Total 10 minutes
- Comments and Questions about Cross Industry Innovation•10 minutes
After having conducted the four Milestones, this week you will upload your final project for review evaluation by your peers. If you have been receiving weekly optional peer reviews and have iterated your submission based on constructive feedback, then uploading the final Capstone project will be faster than the stated time.
What's included
1 video1 peer review1 discussion prompt
1 video•Total 1 minute
- Final Thoughts•1 minute
1 peer review•Total 120 minutes
- International Marketing & Cross Industry Growth Capstone Peer Review•120 minutes
1 discussion prompt•Total 10 minutes
- Tell us about your experiences•10 minutes
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Reviewed on Aug 16, 2017
Looking forward to applying what I have learnt. This was indeed an interesting journey into acquiring knowledge and different perspectives in Marketing.
Reviewed on Oct 3, 2023
Amazing way to put the previous knowledge from the five courses on practice! I really enjoyed this capstone project and the guidance from the professor. Thanks!
Frequently asked questions
The key benefits you receive is to apply the concepts learned in the specialization to an actual managerial problem. More specifically, you will have a hands-on experience on how to expand an existing business or product across borders and to grow or source innovation ideas from another industry, hence CCCI, i.e. Cross-Country and Cross-Industry Innovation.
If the Capstone is conducted at a leisurely place (1~2 hours per week), it could be completed in about 6 weeks. If the learner speeds up the work (2~4 hours of work per week), then it can be done in half that time.
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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Financial aid available,
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