This course is designed to be high impact, giving participants all the necessary skills and marketing acumen needed to become a top marketer. It covers a wide range of concepts including a) cross cultural consumer behavior, b) brand communication, c) global and trade marketing, and d) global management. It also addresses issues concerning a) import and export, b) mergers and acquisitions, c) advertising, and d) product management across cultures. Participants will explore all aspects of marketing management from a global perspective to learn how to tackle international opportunities, challenges, and competitive situations. International Marketing – or Global Marketing – is the coordination of all business activities of a firm that impacts consumers, strategic partners, and users in more than one country. Participants will be prepared to understand the nature of the hyper-competitive international business environment. Topics include a thorough analysis of a) international marketing, b) social, cultural, political environments, c) international market-entry opportunities, d) formulation and implementation of market entry strategies and products, e) selected aspects of strategic brand management, f) global distribution, g) pricing strategies, h) international promotion, sales, advertising, and negotiation. Participants will study and analyze cross- cultural consumer behavior to master the skills related to product and brand management. This course will focus specifically on the critical skills marketers need to effortlessly work in an international organization. This course will prepare them for a variety of careers in management, consulting, strategic planning, sales, advertising, and promotion.
