In this course, you will learn about the theory and practice of global marketing management. The course will give you an overview of key global marketing concepts, the current strategic environment for global marketers, and the major theories of globalization. It will provide you with theories, tools, and ways of thinking that will enable you to identify global market opportunities, take informed decisions, and grow international brands.

In the input and reflection part of the course, you will take part in six interactive lectures, learn from and interact with guest lecturers from leading international companies, and deepen your knowledge through individual and group assignments.

In the practical part of the course, you will tackle an international marketing challenge with a small to medium-sized, triple-bottom line-oriented company from somewhere in the world. You will have the opportunity to use the strategies you have learned in class to help the company achieve its objectives.    

You will learn:

• To think strategically about global markets and apply key theories and tools to make informed marketing decisions.

• To build effective brand strategies and adapt them the diverse needs of international customers.

• To choose appropriate market entry strategies for international expansion.

• To dive deep into current global marketing challenges, present recommendations for companies, and defend your ideas in front of critical audiences.

• To apply your newly gained skills and knowledge to help an non-domestic company to grow its business.

• To collaborate and produce results within teams of students but also clients from around the world.

• To confidently present and defend your analyses and marketing recommendations.

This course will taught in the first semester of the MiMM CEMS program.

By the end of the course students will have understood:

• The idiosyncrasies involved in developing marketing strategies for global markets.

• The need for a holistic approach to analyzing global marketing strategies.

• Key analytical tools and frameworks helpful to managers working in global marketing management.
   

More specifically the student will have knowledge and understanding of:

• Techniques and tools for strategic market analysis.

• Global market entry and expansion strategies, including segmentation, targeting and positioning.

• Global marketing mix decisions.

• Organizational issues impinging on global marketing decisions.

• The ability to appreciate the complexities involved in global marketing strategy decisions.

• The ability to contextualize these decisions in light of internal and external opportunities and threats.

• The ability to develop strategies suitable for competing in the global arena.

• "I really enjoyed the guest lectures & the interactivity of the Q&A sessions. It was really interesting to get more insights through asking questions - and it was also interesting to lead your own Q&A during the deep dive."

• I really enjoyed the guest lectures, because they actually gave me an insight into how my future career could look like. They were also a nice opportunity to apply the theory learned in class and see how they relate to practice. In addition, I enjoyed hearing all of the deep dive presentations and learn something new."

• "I liked the discussions and the debates that we had in class, alternated to the theory teaching in an equilibrated way. I really enjoyed the reflection that this course gave. The professor really wanted us to understand and go deeper into the concepts."

• "I really liked the course, our guest lectures were amazing - really inspiring and educational on our future working situation. I enjoyed the topic of the assignment & that they were kind of role-play like! It was a good practice for future work situations."