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 content, the course will open by outlining key opportunities, challenges and risks of globalization. Next, it will focus on international growth opportunities and look at market assessment options. Subsequently, we scrutinize the need to balance local responsiveness and global synergies and take a closer look at the impact of culture on marketing-mix decisions. The attention then shifts to branding, positioning and the impact of digitalization on global marketing.