As a result of the increasing globalization of markets and intensifying competition in many industries, the design and implementation of appropriate marketing strategies has become vitally important for the survival, growth and profitability of modern business organizations. In this course, we consider the tasks and responsibilities of senior executives in formulating and implementing marketing strategies and policies. Participants will find themselves in a managerial role, having to determine the overall direction the enterprise will take with respect to the markets or segments it has chosen to compete in, and its strategic relationships in the marketplace.
The topics of the course include:
- Introduction to Global Marketing
- Global Marketing Environments
- Global market entry strategies
- Global marketing communications
- Brand and product decisions
- Advertising and PR
- Global marketing and the digital revolution
- Strategic elements of competitive advantage
By the end of the course the students will be able to apply marketing concepts in a global environment.
The learning experience will be enhanced by real-world examples and a selection of case studies. These cases give a broad overview of topics related to various industries and their demands in terms of marketing.