The different challenges affecting global markets today require a marketer to think strategically and apply specific tools and techniques in order to face this increasingly competitive environment. After equipping the students with the knowledge necessary to understand global marketing environments, the course will support them in defining a global marketing strategy as in planning the suitable marketing mix policies in a global context.
DETAILED PROGRAM
GLOBAL MARKETING ENVIRONMENTS
• Understanding Global Markets and Marketing: globalization, developing global marketing strategies, a global marketing management framework
• Evaluating Cultural and Social Environments: cultural diversity in the era of globalization, Hofestede’s six dimensions of national culture, global customers
GLOBAL MARKETING FUNCTIONS AND STRATEGIES
• Conducting Global Marketing Research: the global market research process, analyzing the data, reporting the data
• Entering Global Markets: methods of entry to international markets, export modes, intermediate entry modes, dynamics of market entry
• Segmenting, Targeting, and Positioning for Global Markets: macro-segmentation, prioritization, micro-segmentation, targeting, positioning
THE FOUR PS OF GLOBAL MARKETING
• Developing Global Products and Brands: standardization versus adaptation, country of origin, product strategies in international markets
• Setting Global Prices: factors influencing pricing decisions, cost versus market based approach, standardization versus adaptation of pricing policies, transfer pricing, terms and methods of payment
• Global Placement and Distribution Channels: factors influencing international distribution decisions, managing international distribution channels, types of channel intermediaries, internationalization of retailing
• Launching Global Communication and Advertising: global integrated marketing communications, globalized versus localized communication, global advertising strategy, adapted advertising
• Using Social Media for Global Marketing: social marketing networks, the growth of global social advertising, social media use in the BRIC countries