Introduction to Global
Marketing Management:
In today's interconnected
and borderless world, global marketing management is a critical discipline that
enables organizations to effectively navigate the complexities of international
markets and expand their presence on a global scale. Global marketing involves
the planning, execution, and coordination of marketing strategies and
activities across diverse countries and cultures, with the aim of achieving
business objectives and creating value for customers worldwide.
The challenges and
opportunities presented by global markets require organizations to adapt their
marketing approaches to local preferences, regulations, and economic
conditions. A one-size-fits-all strategy is often insufficient in capturing the
nuances of different markets and appealing to diverse customer segments.
This exploration of global
marketing management delves into the fundamental principles, strategies, and
best practices that underpin successful global marketing campaigns. It examines
topics such as market research, cultural intelligence, product adaptation, pricing
strategies, distribution channels, and promotional tactics tailored to
different regions.
Global marketing management
goes beyond traditional marketing concepts; it requires an understanding of
cultural nuances, geopolitical factors, and the impact of emerging technologies
on consumer behavior and communication. Effective global marketing managers
possess the ability to navigate the complexities of international markets while
maintaining a cohesive brand identity and message.
In a digitally connected world,
where information flows seamlessly across borders, organizations have the
opportunity to reach global audiences like never before. However, this also
means that missteps in global marketing can quickly become public and have
far-reaching consequences for brand reputation.
In the subsequent sections,
we will delve deeper into the realm of global marketing management, drawing on
real-world examples and case studies that illustrate the importance of
culturally sensitive and strategically sound global marketing approaches.
Whether you're a marketing professional, business leader, or someone interested
in understanding the dynamics of international marketing, this exploration will
provide valuable insights into the intricacies of global marketing management
and its role in achieving global business success.
Class Sessions
1- Introduction
2- Organisational communication: Importance and practices for effective communication within an organization.
3- Personal communication skills: Understanding and improving interpersonal communication skills.
4- Team communication: How management can support effective communication within teams and other groups.
5- External communication: Strategies and tools for effective communication with external stakeholders.
6- Communication barriers: Identifying and addressing obstacles to effective communication.
7- Communication styles: Understanding different communication styles and their impact.
8- Communication tools: Evaluating and utilizing tools and approaches for effective communication.
9- Workplace communication improvements: Planning and implementing strategies to enhance workplace communication.
10- Introduction
11- Leadership qualities and characteristics
12- Different skills and characteristics of successful leaders
13- Impact of different leadership styles on organizations
14- Research on current theories, models, and principles of leadership
15- Discrimination between leadership skills needed for different tasks and levels in organizations
16- Usefulness evaluation of leadership theories, models, and principles
17- Analysis of leadership skills required for specific situations
18- Influence of an organization's objectives on choice of leadership style
19- Evaluation of suitable leadership styles for different industries and sectors
20- Evaluation of suitable leadership styles for different industries and sectors
21- Introduction
22- Financial information: The need for financial information, its purpose, limitations, and stakeholders interested in the information.
23- Accounting arrangements and conventions: The accounting frameworks and regulations used by organizations.
24- Principles and standards: The principles and standards used to produce accounting and financial information.
25- Published financial information: The uses of published financial information.
26- Management accounting practices: How organizations use management accounting practices.
27- Financial commentary: The interpretation and analysis of published financial information.
28- Main items commented on: The key elements that are discussed in financial commentary.
29- Trends in accounting information: Identifying trends in published accounting information.
30- Introduction
31- Research and analysis of issues related to organizational change: Identifying and analyzing the impact of change on the organization's resources, explain.
32- Stakeholder involvement in planning and supporting change: Providing reasons and recommendations for a team approach to managing change, considering.
33- Planning the implementation and evaluation of a change process: Producing plans to prepare the organization for change and support implementation.
34- Introduction
35- Business processes and their importance in achieving business goals and objectives: Understanding the different functions within an organization.
36- Mapping organizational processes: Reviewing and analyzing the methods and approaches used to map out the various processes within an organization.
37- The impact of business goals and objectives on operations: Exploring how the mission, aims, and objectives of an organization influence its structure.
38- Approaches to goal setting: Analyzing different approaches to setting goals for organizations and understanding their effectiveness.
39- Setting SMART objectives: Learning how to set specific, measurable, achievable, relevant, and time-bound objectives to ensure clarity and focus.
40- Developing operational plans: Creating plans that support the achievement of organizational goals and objectives.
41- Using SMART objectives in operational planning: Incorporating SMART objectives into the development and implementation of operational plans.
42- Monitoring and controlling plans: Establishing systems to monitor and control the progress of operational plans and ensure that objectives are being.
43- Introduction
44- Team characteristics: Identifying the attributes of a successful team.
45- Theoretical models and approaches: Reviewing different models and approaches used to evaluate teams.
46- Motivational factors: Assessing the factors that affect team motivation.
47- Setting team objectives: Identifying different approaches to setting objectives for teams.
48- Monitoring and evaluating team performance: Evaluating methods for monitoring and evaluating team performance.
49- Recommendations for improving team performance: Producing recommendations on how to improve team performance.
50- Introduction
51- Factors influencing business: Understand different approaches to analyzing macro and micro environments and identify external factors and trends affecting business
52- Responses to external factors: Recommend strategies to respond to external factors and trends in order to positively impact business performance.
53- Integrated approach to business development: Identify organizational changes to counteract negative environmental factors and use case examples.
54- Changing relationship between private and public sector: Explain changes in the relationship between business, government, and the public sector.
55- Introduction
56- Review relevant issues: Analyze stakeholder needs and expectations for different business cases and research relevant information.
57- Explore decision-making approaches: Evaluate processes for obtaining information, make decisions based on g
58- Recommend approaches to improve decision making: Plan, communicate, and oversee new approaches, and develop measures to evaluate the effectiveness
59- Introduction
60- Role of planning in developing new business streams: Understand the importance of planning in business development and how it contributes
61- TOWS matrix and response identification: Learn how to use the TOWS matrix to identify appropriate responses to future opportunities or threats.
62- Business planning links: Recognize the connections between marketing, finance, HR, and operations in the business planning process.
63- Research into demand and market potential: Conduct thorough research to assess market demand and potential for a new business venture.
64- Opportunities matrix and strategy development: Create an opportunities matrix to support the development of strategies and responses to external threat.
65- Primary and secondary research for opportunity sizing: Utilize both primary and secondary research methods to determine the size of a potential opportunity.
66- Tangible and intangible resources for development strategy: Identify existing and required resources, both tangible and intangible, to support.
67- Business model development: Develop a comprehensive business model that aligns with the chosen development strategy.
68- Sales measures and key success factors: Define sales measures and key success factors to track progress and evaluate the effectiveness of the business
69- Pitch preparation and delivery: Prepare and deliver a persuasive pitch to raise support and finance for the development strategy.
70- Feedback incorporation and improvement: Gather feedback on the development strategy and make necessary improvements based on the received feedback.
71- Introduction
72- Examine growth options and resource implications: Understand the differences between strategy and a plan, explore different approaches to business .
73- Develop an appreciation of different business models: Analyze different business models and their revenue streams, identify ways to measure business.
74- Evaluate environmental scanning and growth options analysis: Use environmental scanning to identify business opportunities, analyze successful business.
75- Introduction
76- Different ways of dealing with customers: Analyze customer behavior and identify patterns and differences in approach.
77- Customer segmentation: Identify target groups and segment customers.
78- Customer retention skills and practices: Appraise CRM and customer relationship marketing activities, explain and provide examples of customer retention.
79- Customer-centered organizations: Research customer-centered organizations across different industries and evaluate their approaches, and create recommendations.
80- Introduction
81- Review organisations risk tolerance in different environments: Identify and evaluate different business environments and their associated risks.
82- Develop skills to identify and assess the risk profiles of organisations: Produce a risk profile for an organisation.
83- Investigate how innovation can be used to reduce risk aversion in growing organisations: Analyse the possible risks of innovation in an organisation.
84- Introduction
85- Ethical issues in business: Understand different ethical dilemmas that can arise in business and how to navigate them.
86- Importance of corporate social responsibility: Recognize the significance of CSR in business and its impact on stakeholders and society.
87- Ethical decision-making: Learn frameworks and strategies for making ethical decisions in business situations.
88- Sustainable and socially responsible business practices: Acquire knowledge and skills to develop and implement sustainable and socially responsible business practices.
89- Introduction
90- Fundamentals of project management: Understand the basic principles and concepts of project management.
91- Planning and organizing projects: Learn how to create project plans and organize tasks and resources effectively.
92- Controlling projects: Develop skills in monitoring project progress, identifying and addressing issues, and ensuring project objectives are met.
93- Project scoping: Learn how to define project scope and set clear goals and deliverables.
94- Scheduling: Develop the ability to create project schedules, set realistic timelines, and manage project deadlines.
95- Budgeting: Learn how to estimate project costs, create budgets, and track expenses.
96- Risk management: Develop skills in identifying and managing project risks to minimize potential issues.
97- Team coordination: Learn how to effectively communicate and collaborate with project team members to ensure successful project execution.
98- Introduction
99- Principles of supply chain management: Study and understand the fundamental principles and concepts of supply chain management.
100- Operational efficiency: Learn how supply chain management can impact operational efficiency and identify strategies to improve it.
101- Logistics management: Develop skills in managing the movement of goods and materials through the supply chain.
102- Inventory management: Learn techniques for effectively managing inventory levels to meet customer demand while minimizing costs.
103- Procurement management: Gain knowledge and skills in sourcing and purchasing goods and services to support business operations.
104- Production management: Understand the principles of production management and learn how to optimize production processes for efficiency.
105- Introduction
106- Introduction to Global Marketing: Understanding the basics of global marketing and its importance in today's interconnected world.
107- Cultural Sensitivity and Adaptation in Global Marketing: Recognizing and respecting cultural differences and adapting marketing strategies accordingly.
108- International Market Entry Strategies: Exploring various approaches and methods for entering international markets, such as exporting, licensing, join.
109- Market Research and Analysis in Global Marketing: Conducting thorough market research and analysis to identify opportunities, understand consumer behavior.
110- Global Branding and Positioning: Developing and managing a strong global brand identity and positioning it effectively in different markets to create.
111- Global Marketing Communication: Understanding the challenges and strategies involved in communicating effectively across different cultures and language.
112- Global Marketing Ethics and Corporate Social Responsibility: Considering ethical and social responsibility aspects in global marketing practices.
113- Introduction
114- Fundamentals of Consumer Behavior: Understanding the basic principles and theories that drive consumer behavior in the marketplace.
115- Psychological Factors Influencing Buying Decisions: Exploring the psychological factors such as perception, motivation, and attitudes that influence.
116- Research Methods for Consumer Insights: Learning various research methods and techniques used to gather consumer insights, including surveys, interview.
117- Market Segmentation: Understanding the process of dividing the consumer market into distinct groups based on their characteristics, needs, and prefer.
118- Consumer Decision-Making Process: Examining the stages that consumers go through when making purchasing decisions, including problem recognition.
119- Consumer Motivation: Understanding the underlying motives and needs that drive consumers to make specific buying decisions and how marketers can tap.
120- Consumer Perception: Exploring how consumers perceive and interpret marketing messages, products, and brands, and how these perceptions influence.
121- Introduction
122- Understanding Digital Marketing Channels: Learn about the various channels used in digital marketing and how they can be effectively utilized.
123- SEO and Content Marketing: Gain knowledge about search engine optimization (SEO) techniques and content marketing strategies to improve website visible.
124- Social Media Marketing Strategies: Explore different social media platforms and understand how to create effective marketing campaigns to engage.
125- Email Marketing and Automation: Learn the fundamentals of email marketing and automation tools to effectively communicate with customers and nurture.
126- Analytics and Data-driven Decision Making: Understand the importance of analytics in digital marketing and learn how to analyze data to make informed.
127- Mobile Marketing: Explore the world of mobile marketing and learn how to create mobile-friendly campaigns to reach and engage with smartphone users.
128- Conversion Rate Optimization: Discover techniques to optimize website design, user experience, and persuasive copywriting to increase conversion rate.
noreply@uecampus.com