InternationalMarketingandStrategicInnovation.ThiscoursebuildsuponthelearninginMarketingB,exploringhoworganizationsformulatemarketingstrategyanddriveinnovationinternationally,positionbrandsandproductsbythinkinggloballyandactinglocally.Casestudiesofinternationalbusinesswillprovideexamplesofeachaspectofthecourse.Studentswillhavetheopportunitytoworkontheseindividuallyandingroupsandtopresenttheirconclusionsandrecommendations.IntendedLearningOutcomes

- Tounderstandtheimportanceofbuildingbusinessintelligenceandconsumerinsightsintothestrategyprocess,inordertocreateandcapturevaluethatwillsustaincompetitiveadvantageonaninternationalscale.

- Tounderstandtheaddedcomplexitywhenapplyingmarketingconceptsindynamicbusinessenvironmentsandacrossdiversecultures.

- Todevelopanawarenessoftheimpactofdigitaldisruption

CourseContent

1) Connectingwiththeconsumerinordertoobtainvaluableinsightsthatwillbecomeasourceofcompetitiveadvantage.Theroleofmarketresearchandbusinessintelligenceinunderstandingthepotentialandlimitationsofbrandsandproductsandindrivinginnovation.Creatingacultureofopennessandlearning.Sharingbusinessintelligenceacrossmarketsandbusinessdisciplines.

2) Developingglobalproductconceptsandvaluepropositions.

Theimportanceofmarketsegmentationandtargeting.Positioningproductsformarketsatdifferentstagesofdevelopment,withvastlydifferentconsumerneedsandperceptions.

3) Branding.Howtopositionbrandsanddeveloporchangebrandidentity.

Culturalinfluencesandlocalmarketfactorswhichaffecthowbrandsareperceivedandmanagedinternationally.

4) Howtheconcept“ThinkGlobal,ActLocal”canbeappliedwithinthe4Ps

ofMarketing:Exploringissuessuchas:consistencyversuslossofrelevanceforconsumers;theimpactof“Omni-Channel”;ComplianceLaw;

thedangersofparallelimporting.

5) Howcurrenttechnologiesareenablingdigitaldisruption,whichcanreshapemarketsandchallengetraditionalmarketingplanningandstrategy.