Global Marketing Building Iconic Brands

Global Marketing: Iconic Brands uses the cultural frameworks introduced in Global marketing: Cultural Frameworks to guide the process of crafting a culturally focused marketing plan for a global expansion. The course introduces the key steps for developing a global marketing plan, starting with an environmental analysis of the new markets to be developed, which provides insights into the cultural preferences of target consumers in these new markets.

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Syllabus

Syllabus - What you will learn from this course
Week 1
Course Orientation
Module 1: Key Global Marketing Functions
You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course.
Week 2
Module 2: The Brand Audit
This module defines global marketing and identifies the key activities when attempting a global expansion. With globalization, it is increasingly difficult for companies to cope with the complex challenges discussed in Global Challenges: Cultural Frameworks. This module introduces a framework to analyze the issues involved in a global expansion. The module reviews in detail how to conduct an environmental analysis, the steps to estimate the size of a new market, and the changes in consumer behavior induced by cultural characteristics in a new market.
Week 3
Module 3: Developing a Culturally Focused Marketing Plan
Once the marketer has fully analyzed the new market, assessed the size of the market, and learned the cultural insights about consumers in the new market, the next step in a global expansion is to assess the extent to which the brand is well suited to appeal to the new target market. This requires a thorough understanding of the brand, its portfolio of products and services, and the distinctive associations that contribute to its equity, and in particular to its cultural equity. This knowledge is gained by conducting a brand audit. This module focuses on brands are knowledge structures represented in consumers’ memory and introduces a framework to describe the different types of brand knowledge, as well as to identify the types of knowledge that are distinctive and relevant, and hence contribute to the equity of the brand. Special attention is paid to the brand’s cultural meanings that elicit distinctive and favorable consumer responses—or to the brand’s cultural equity.
Week 4
Module 4: Integrating the Global Marketing Plan
Once a marketer has gained a deep understanding of the focal brand and the cultural nuances of consumers in the new market, the next step is to leverage these insights for developing a culturally focused marketing plan. This module highlights the importance of incorporating culture into marketing decisions by reviewing consumers’ responses to the cultural meanings in brands. The premise that consumers respond more favorably to brands imbued with cultural meanings guides the first step in preparing a culturally focused marketing plan, which is developing a cultural positioning for the brand. Once a cultural positioning has been clearly articulated, the marketer can identify cultural elements to be incorporated into the brand identity. This is typically the first step in developing the marketing tactics of product, promotion, place, and price (or the 4 P’s) to be deployed in the new market.

FAQ

When will I have access to the lectures and assignments?

Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

What will I get if I purchase the Certificate?

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

What is the refund policy?

You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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