Section outline

• Select section Introduction

  Collapse Expand

  Introduction

  Collapse all Expand all

  Not available unless: You are a(n) course access paid
• Select section Topic 1: Introduction to global marketing. Why go global? (2h)

  Collapse Expand

  Topic 1: Introduction to global marketing. Why go global? (2h)

  In this chapter you will learn about the importance of the strategic approach to global marketing, beginning with motivation and reasoning to make such a decision. You will learn the importance of market research and primary and secondary data as a basis to making specific choices as to direction of the expansion and justifying them, based on different market research models.

  Not available unless: You are a(n) course access paid
• Select section Topic 2: Going global – with what? Product / service preparation from technical, brand and communication standpoint (3h)

  Collapse Expand

  Topic 2: Going global – with what? Product / service preparation from technical, brand and communication standpoint (3h)

  This chapter will define the product and/or service with which a company can take into the global operations. You will learn popular types od services offered globally. We will focus of resources and the importance of seeking local resources when bringing products to the global market, why this is so important and the types of local resources usually necessary and commonly taken into the consideration. You will learn about branding and its importance when taking a product or service to the global market, the key aspects and importance of brand value in the global marketing strategy. We will finish with approach to storytelling.

  Not available unless: You are a(n) course access paid
• Select section Topic 3: Where to go? Global market segmentation and the difference and consequences between international and global (3h)

  Collapse Expand

  Topic 3: Where to go? Global market segmentation and the difference and consequences between international and global (3h)

  In this chapter we will briefly discuss the definitions and differences between international and global marketing for the purpose of getting a proper perspective. However our focus will be on market segmentation and its types: geographical, demographical, psychographic, benefit, analysing numerous examples of each.

  Not available unless: You are a(n) course access paid
• Select section Topic 4: Global client, meaning who? Targeting, channels of communication; partners and multipliers. Cultural and social differences (3h)

  Collapse Expand

  Topic 4: Global client, meaning who? Targeting, channels of communication; partners and multipliers. Cultural and social differences (3h)

  This is a very important chapter of this course, where you will learn about targeting your clients, once you know who they are already, based on the market segmentation you run previously. You will also learn about possible channels of communication with your clients, we will talk about the importance and usability of multipliers as one of the channels of communication, and possible partnerships between companies. In this chapter we will also touch upon the topic of cultural and social differences, as they play crucial role in forming a message that you will be delivering through the channels of communication.

  Not available unless: You are a(n) course access paid
• Select section Topic 5: Going global - in which model and with whom? Strategies of entering the global market. Legal side of the globalization (2h)

  Collapse Expand

  Topic 5: Going global - in which model and with whom? Strategies of entering the global market. Legal side of the globalization (2h)

  In this chapter you will learn about models of entry to the global market. Beginning with risk assessment as one of the key elements of global marketing strategy, identifying the risk tolerance that will allow to choose the market entry model which has a direct impact on the operations, resources, communication, promotion, pricing. When taking a company into the global market, legal side of it is always critical, that is why in this chapter we will also touch upon areas of law that need to be taken into the consideration and influence products and services themselves as well as the promotion and communication side.

  Not available unless: You are a(n) course access paid
• Select section Topic 6: One price fits all? Pricing factors and strategies (2h)

  Collapse Expand

  Topic 6: One price fits all? Pricing factors and strategies (2h)

  Price as one of the 4Ps of marketing is very important aspect of global marketing strategy. You will learn about basics of pricing in the global context, its key elements, setting the price level, factors influencing the price in the global marketing strategy. You will learn about pricing strategies and the difference between the location of pricing responsibility in terms of centralized vs decentralized pricing. You will learn about market disturbances, which in the context of global marketing are important factor, that always need to be taken into the consideration.

  Not available unless: You are a(n) course access paid
• Select section Topic 7: How to inform the global market? Building a global brand and its values; promotion plan (3h)

  Collapse Expand

  Topic 7: How to inform the global market? Building a global brand and its values; promotion plan (3h)

  In this chapter you will continue to learn about brand, it’s architecture in the global context. You will learn about how to form a promotion plan structure, including a timetable for the implementation of such a plan.

  Not available unless: You are a(n) course access paid
• Select section Topic 8: Meeting the KPIs. Budgeting and evaluation of the implemented global marketing strategy (2h)

  Collapse Expand

  Topic 8: Meeting the KPIs. Budgeting and evaluation of the implemented global marketing strategy (2h)

  This chapter will discuss the goals and ways to measure their achievements. Defining Key Performance Indicators, creating them and searching for the data you will learn how the form, measure and indicate trends from KPIs. You will learn the basic budget structure for the global marketing strategy.

  Not available unless: You are a(n) course access paid
• Select section Summary and ending

  Collapse Expand

  Summary and ending

  Not available unless: You are a(n) course access paid