The course provides an overview of the most important strategic marketing decisions to be taken in a globalized economy. The approach is managerial, interdisciplinary and strategic. Managerial in that it looks at global marketing tasks through the lens of marketing managers. Interdisciplinary in that global marketing decisions require a clear understanding of the interface between marketing and other functional areas. And strategic, in that marketing strategy cannot be developed without an appreciation of business strategy and competitive advantage.
In terms of contents, the program will open by outlining key opportunities, challenges and risks of globalization. Next, it will scrutinize how global marketing strategies are developed, emphasizing the need to balance local responsiveness and global synergies. The focus then shifts to market assessment, market selection and market entry strategies. Subsequently, attention is placed on global branding and positioning issues. The course finishes with a debate on future developments in global strategy.