Marketing
Take your brand into global markets
When you enter a new country, weigh how attractive the market is against what local research tells you, and strike the balance between standardizing and adapting.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Going global
Foundational: you learn the fundamentals of taking a brand across borders. By the end of this program you can tell global marketing apart from international trade and international business, weigh the company, industry and market influences behind the decision, read culture through Hofstede's five dimensions and spot the country of origin effect, and choose a market entry mode on the control, risk and resource axis.
- What global marketing is
- Culture, country of origin and the provenance paradox
- Trade barriers and intellectual property
Apply it: Closing case: choosing the right door
6 lessons · ≈3 hours
- Program 02
Global market research and strategy
Intermediate: you learn to read a foreign market and build a strategy on what you find. By the end of this program you can answer the two questions the entry decision comes down to, trace classic global marketing blunders back to the research that was skipped, tell secondary from primary research and correct for your own self-reference criterion, and choose between global, local and foreign consumer culture positioning.
- Two questions and the classic blunders
- Global segmentation
Apply it: Global positioning and the closing case
4 lessons · ≈3 hours
- Program 03
The global marketing mix
Advanced: you learn to run the six elements of the marketing mix at global scale. By the end of this program you can hold a global brand between standardization and customization, apply Keegan's adaptation matrix and design packaging against local meaning, read the legal and cultural limits on promotion and selling, choose among the three global pricing strategies while containing gray-market risk, and set distribution and a global service offering.
- The global brand
- Packaging
- Promotion, advertising and selling
Apply it: Closing case: running the mix together
8 lessons · ≈3 hours