Global Marketing: Expand the Reach of Your Product and Service Offerings

Course details

In today’s global economy, your marketing team is always on the lookout for new opportunities. In this course, instructor Doug Ladd outlines the core concepts and skills required to expand the reach of your product and service offerings to meet the needs of the new global consumer. Learn how to access and navigate an ever-expanding global market to determine which marketing approach is right for your brand. Gather insights and evaluate prospective opportunities using analytic tools like the PESTEL framework. Along the way, you’ll explore your options for global expansion, information gathering, and decision-making, as well as how to address key issues for marketers around the world, including pricing, currency changes, distribution, social media, digital marketing, and more.

Learning objectives
Analyze the viability of markets outside your home country.
Apply the PESTEL framework to characterize risks and opportunities in different geographic markets.
Strategize on product adaptations and developing new ideas for global markets.
Identify options to access and navigate new geographies.
Assess your marketing components for refinement to reach new markets.
Uncover information sources to inform your global expansion work plan.

Concepts

0. Introduction

01 - The foundations of global marketing - What you need to know

1. Navigate an Ever-Expanding Global Market

02 - What the new global consumer means to your business
03 - How entrepreneurs are accessing global markets

2. Assess If a Global Marketing Approach Is Right for Your Brand

04 - Strategies to select a global growth plan
05 - Getting educated about customers in other markets

3. Evaluate Global Market Opportunities - The PESTEL Framework

06 - How political and economic policies effect growth
07 - Assess social and technological standards across countries
08 - What's involved in environmental and legal analyses

4. Market and Product Development Considerations for Global Marketing

09 - The differences between product adaptation and development
10 - Market development in a new geography

5. Explore Your Options for Global Expansion

11 - Use exporting as a low cost option to expand globally
12 - Licensing or franchising to enter new geographies
13 - Using joint ventures or direct investment to expand globally

6. Gather Information and Guide Decision-Making for Global Marketing

14 - US government departments and divisions as info sources
15 - Incoterms
16 - How to use rating tools to help make decisions

7. Marketing Mix Considerations in Global Marketing

17 - Pricing and the impact of currency changes
18 - Distribution issues in global marketing
19 - Social media, digital marketing, and other promotional considerations

Conclusion

20 - Continue learning about global marketing