International Marketing for IDCourserians PDF File is a sharing session based on International Marketing & Cross Industry Growth Specialization from Coursera which covers: 1. Intro to International Marketing 2. International Marketing Entry and Execution 3. International B2B (Business to Business) Marketing 4. International Hospitality & Healthcare Services Marketing 5. International Entertainment and Sports Marketing 6. International Marketing & Cross Industry Growth Capstone Project

1. International Marketing for IDCourserians
Presenter: Johannes Bambang Wirawan
Date: Saturday, 15 October 2016
Venue: Jakarta - Burger King Djakarta Theater, Sarinah Thamrin
Time: 15:00 – 17:00 Jakarta Time

2. Yonsei University
Yonsei University est. 1885 and is the oldest private university in
Korea with 3,500 eminent faculty members. It consists of:
1. 18 graduate schools
2. 22 colleges and
3. 133 subsidiary institutions

3. Professors
Dae Ryun Chang is Professor of
Marketing at Yonsei School of Business.
Education:
1. Doctorate, Harvard University
2. MBA, Columbia University
3. BCom, the University of British
Columbia.
Faculty appointments:
1. Helsinki School of Economics
2. Hong Kong University of Science &
Technology
3. Australian National University
4. Singapore Management University
5. Nanyang Technology University
Research interests:
1. Integrated Brand Management
2. Innovation in B2B marketing
3. Corporate Social Responsibility
Publications:
1. Management Science
2. Journal of Marketing
3. the Journal of Product Innovation Mana
gement.
Book: Mastering Noon Nopi: the Art &
Science of Marketing in Asia (Yonsei
University Press).
Activities:
1. Contributing blogger at Harvard Busine
ss Review Online
2. An independent filmmaker, writer, and
director of two short films:
1. "I, Profess" (2013)
2. "Call Coho" (2015)
Dae Ryun Chang
Professor of Marketing
School of Business
Yonsei University
https://twitter.com/daeryun
Sunmee Choi is a professor of service management at the School of Business at Yonsei University in Seoul, Korea.
Education:
M.S. & Ph.D, IMHI-ESSEC Business School in Paris, France.
Past Academic Positions:
1. Professor, the School of Hospitality Management at Pennsylvania State University
2. Visiting professor, the School of Hotel Administration at Cornell University
3. Visiting professor, IMHI-ESSEC Business School in Paris, France
Past Professional Positions:
1. the Director of Hotel Revenue Management at priceline.com,
2. Reservations Manager at a Hyatt Hotel,
3. Assistant General Manager at a Hampton Inn, and
4. Marketing Manager at a SherHotel Administration at Cornell University.
Sunmee Choi
Professor of Service
Management
School of Business
Yonsei University

4. Coursera Courses
Dae Ryun Chang
Professor of Marketing
School of Business
Yonsei University
https://twitter.com/daeryun
Sunmee Choi
Professor of Service
Management
School of Business
Yonsei University
International
B2B
(Business
to
Business)
Marketing
International
Entertainment
and
Sports
Marketing
International
Marketing &
Cross Industry
Growth
Capstone
Project
Intro to
International
Marketing
International
Marketing
Entry and
Execution
International
Hospitality &
Healthcare
Services
Marketing

5. Marketing
Noon Nopi (Hangul: 눈높이) meaning "eye level"
Source: https://www.amazon.com/MASTERING-NOON-NOPI-Science-Marketing-ebook/dp/B01B8FMI5U/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=1458003800&sr=1-1

6. International Marketing
Noon Nopi (Hangul: 눈높이) meaning "eye level"
Source: https://www.amazon.com/MASTERING-NOON-NOPI-Science-Marketing-ebook/dp/B01B8FMI5U/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=1458003800&sr=1-1

7. Multinational & Global Marketing
Noon Nopi (Hangul: 눈높이) meaning "eye level"
Source: https://www.amazon.com/MASTERING-NOON-NOPI-Science-Marketing-ebook/dp/B01B8FMI5U/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=1458003800&sr=1-1

8. VSA (Vision, Strategy, Action)
Source: https://www.amazon.com/MASTERING-NOON-NOPI-Science-Marketing-ebook/dp/B01B8FMI5U/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=1458003800&sr=1-1
Source: http://webcast.softbank.jp/en/press/20100625/pdf/next_30-year_vision.pdf

9. Vision
Source: http://webcast.softbank.jp/en/press/20100625/pdf/next_30-year_vision.pdf

10. Strategy
Source: http://investingsidekick.com/wp-content/uploads/2015/06/Softbank-structure.png

11. Action
Source: http://zdnet1.cbsistatic.com/hub/i/r/2016/07/18/95630af7-18d7-41dd-b2b2-a4150ab0c76d/resize/770xauto/9ba56f3e939c76f7fd92f27c161f7b21/softbank-model.jpg

12. Omni Branding
Source: http://webcast.softbank.jp/en/press/20100625/pdf/next_30-year_vision.pdf
Ryoma Sakamoto, leader
of Japan's enterprising
naval trading company,
the Kaientai, in the 19th
century.
Brand Logo: banner of a 21st century Kaientai
The SoftBank logo is comprised of “double-line” and
“silver” elements, along with the letters for “SoftBank
”.
Pepper, Softbank Robotics

13. Strong Favorable and Unique Branding
Source: http://image.slidesharecdn.com/softbankpresentation2013001-130730190142-phpapp02/95/softbank-presentation-2013001-52-638.jpg?cb=1375211482
Source: http://cdn.softbank.jp/en/corp/set/data/business/img/index_pic_01.gif

14. Product Analysis: Tangible/Intangibility
Deconstruction
Source: http://news.panasonic.com/global/images/02_Pepper.jpg

15. Promotion Analysis: the 5 W’s Approach
Source: Meet Pepper the Robot Softbank Robotics (#3) Link: https://www.youtube.com/watch?v=oDeQCIkrLvc

16. Promotion Analysis: the 5 W’s Approach
Meet Pepper the Robot Softbank Robotics Link: https://www.youtube.com/watch?v=oDeQCIkrLvc
W1: Who • Softbank Robotics
W2: What • High-Tech, Low Maintenance, Special
W3: to Whom • Software Developers
W4: Which Medium • YouTube
W5: What (intended)
Effect
• Softbank Robotics is looking for Software Developer to make
Pepper better.

17. Place Analysis: Convenience Add-Ons
Source: http://www.todayonline.com/sites/default/files/styles/photo_gallery_image_lightbox/public/22977401.JPG?itok=Yi-NQ-jx
Source: https://i.ytimg.com/vi/xlKNPums81w/maxresdefault.jpg

18. Product, Promotion, Price, & Place Localization
Source: http://3.bp.blogspot.com/-zH9kcQIiWNU/UgfHwBFsanI/AAAAAAAABV8/sj0frBpZmtU/s1600/6356971383_2239ee9933.jpg
Source: https://i.ytimg.com/vi/WPXL5slQUmY/hqdefault.jpg
Source: https://www.japantoday.com/images/size/334x223/2011/12/softbank1.jpg
Source: http://www.adweek.com/files/imagecache/node-blog/blogs/white_family_softbank.jpg
Source: http://67.media.tumblr.com/14cb7182ea4298dab3d60222693d47e3/tumblr_inline_nhuei2oRcR1swltic.jpg

19. Cross Industry Product, Promotion, Price,
& Place Adaptation
Source: http://cdn.softbank.jp/en/corp/set/data/group/sbm/news/press/2016/20160912_01/img/index_pic_01.gif

20. Thank You
Email: johannesbambang2501@gmail.com
LinkedIn: https://id.linkedin.com/in/johannes-bambang-wirawan-1384196
Facebook: https://www.facebook.com/jbwirawan