Marketing in a Globalised World
EMIB / Executive Master in International Business
ChrisHalliburton
Chris Halliburton
Marketing
Master of Science in Economics
Professor
London Campus
Overview
Marketing in a Globalised World
- Learn to distinguish between marketing as a function, a process and a philosophy; learn how to describe marketing mix elements and to demonstrate the meaning of a customer-led business
- Learn to demonstrate the roles played by consumers in the buying decision process in your organization and to outline the main components of a marketing plan within your organization
- Show how your organization can segment a market using appropriate criteria and learn to identify the various positioning strategies for targeting a selected market
- Learn to explain how to approach a new product development process (NPD) and the pros & cons of the product life cycle (PLC) concept; learn to demonstrate the importance of strong brands and how to apply a brand framework for brand analysis
- Learn to articulate the importance of pricing strategy for the long-term survival of an organization and to apply the main methods forpricing
- Learn to explain the different ways that companies select and manage their distribution channels, and to outline some of the key trends in retailing
- Learn to outline the main communication tools, both traditional and more recent, that companies can use, and to illustrate the importance of Integrated Marketing Communications (IMC); learn to constructively critique your own organization’s communications approach and assess its degree of integration
You will learn to
Marketing in a Globalised World
- Introduction to Marketing
- Analyzing the international marketing environment
- International marketing strategy
- Product & Branding decisions
- Pricing decisions
- Distribution channel decisions & retailing
- Integrated Marketing
- Communication (IMC) decisions