Global Marketing: Building Iconic Brands

About this course

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.

What you will learn

• Prepare an environmental analysis and size a new market opportunity.
• Conduct a brand audit.
• Develop a culturally focused marketing plan for a new market entry.
• Integrate a new market entry within a global marketing strategy.