Dae Ryun Chang

 

 


 

Dae Ryun Chang is Professor of Marketing at Yonsei School of Business. He received his Doctorate from Harvard University, his MBA from Columbia University, and his BCom from the University of British Columbia. He has held visiting faculty appointments at Helsinki School of Economics, Hong Kong University of Science & Technology, Australian National University, Singapore Management University and Nanyang Technology University. His research interests lie in integrated brand management, innovation in B2B marketing and corporate social responsibility. His research includes publications in Management Science, Journal of Marketing, and the Journal of Product Innovation Management. His latest book is Mastering Noon Nopi: the Art & Science of Marketing in Asia (Yonsei University Press). He is a contributing blogger at Harvard Business Review Online where he opines about marketing, branding, entertainment, sports, and Asian business-related issues. He is pursuing a new passion as an independent filmmaker and has written and directed two short films, "I, Profess" (2013) and "Call Coho" (2015).




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E.g., 2016-12-11
E.g., 2016-12-11
E.g., 2016-12-11
Dec 12th 2016

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.

Average: 7 (6 votes)
Dec 12th 2016

This will be part 2 of a two-series foundation courses for the Specialization: International Marketing & Cross Industry Growth. This course will dive in more deeply into consumer science investigation, B2C marketing, International Marketing Entry, Targeting, Positioning, International Product, International Promotion, International Place and International Price. The last set of classes will discuss seven new ways to innovate in International Marketing that all start with the letter "S" and hence will be called the 7S International Marketing Innovation. There will be a heavy emphasis on how companies can incorporate CCCI Innovation, i.e. Cross Country and Cross Industry Innovation in marketing.

Average: 10 (1 vote)
Dec 12th 2016

This course offers a unique perspective into the differentiating aspects of business to business (B2B) marketing that can be contrasted to traditional business to consumer (B2C) marketing that is the subject of most other marketing curricula. Moreover, as one of the courses in the Specialization: International Marketing & Cross Industry Growth, here too there is an emphasis on how companies can expand by cross-country and cross-industry innovation.

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Dec 5th 2016

This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week.

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