Global Marketing Communication is a system of promotional management which coordinates global communications across both countries and promotion disciplines, regardless of whether a standardized or adaptive strategy is employed.

As we knew it just a decade back has undergone a metamorphosis in the sense that there is a general decline in the relative effectiveness of mass-media advertising. This has resulted from a change in the marketing context like – increase in competition, increasing brand parity (reduced differentiation), increase in the touch-points for audience where brand information is available, and changes in channel power. On the other side, technological developments like instant communication, social media and digital marketing have thrown open new opportunities in marketing communications in the global marketing environment.

Integrated marketing communications is therefore the new approach evolving in substitution to advertising of yester years.

There are many definitions of marketing communication and similarly there are many approaches to the marketing communication  process in business. Loosely structured, marketing communication is a tool that businesses deploy for communicating in the market-arena. The foundations for the process integrate an organisation’s major goals, policies, decisions and sequences of action into a cohesive whole. It can apply at all levels in an organisation and pertain to any functional area of management. This course is designed to provide an in-depth understanding of the nature of competitive marketing communications management and points to the need to adopt new communication practices in order to meet the demands of emerging business opportunities globally.

The course will focus exclusively on consumer markets and will address in greater depth many of the consumer marketing communication concepts introduced in the core marketing course(s). Cases/examples/videos will focus primarily on consumer products and technologies, services, fashion, and entertainment.

The skills and insights developed through this course will be of practical value to you as a business decision maker regardless of your future direction.  The skills and insights transfer well to other subjects.

• This course provides participants with real-life examples on how marketing communication evolves across global markets 

• Digital and online media in recent cases demonstrate how businesses and start-ups can communicate and interact seamlessly across the digital landscape of today's consumer habits

• Cultural differences and its impact on marketing communication

• An understanding of the most relevant global and future integrated marketing communication developments

• Insights on interdependencies within fragmented markets

• How businesses can maintain continued relevance, engagement and progression to answer global/diverse consumer needs

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