In this course, students study a range of markets—including industrialized, developing, underdeveloped, specialized, and luxury—to demonstrate different approaches a marketer must employ to succeed in the global arena.
The curriculum includes topics such as evaluating potential global markets, determining target audiences, looking at competitors, managing and positioning brands, conducting market tests, determining the balance between centralization and localization, adapting to local needs, designing and executing marketing plans to launch products and build customer loyalty, and much more.
Says course instructor, Professor John Simone, “You have a unique opportunity to select a luxury brand, identify the target consumer, develop the consumer, create a line extension, and figure out how to grow the business using solid marketing strategies.”
