Global Marketing: Local, National and International Marketing Strategic Plan and Implementation (Postgraduate Diploma) (London)

HRODC Postgraduate Training Institute
In Al Farwānīyah (Kuwait)

£ 48,000 - (Rs 39,30,570)
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Important information

  • Master
  • Al farwānīyah (Kuwait)
  • Duration:
    60 Days
  • When:

Suitable for: Marketing Executives. Product Designers. Relationship Managers. Customer Service Managers. Client Service Managers. Marketing Researchers. Sales Managers. Sales Executives. Corporate Directors. Divisional Directors. Marketing Lecturers. Marketing Consultant. Brand Managers. Life Cycle Specialists. All other interested in ensuring that there is high rate of return on MArketing Investment

Important information

Where and when

Starts Location
Al Farwānīyah
al-Kuwait, Kuwait
See map

Course programme

Marketing: Creating and Capturing Customer Value

  • Defining and Deconstructing Marketing
  • Understanding the Marketplace and Customer Needs
  • Designing a Customer-Driven Marketing Strategy
  • Preparing an Integrated Marketing Plan and Program
  • Building Customer Relationships
  • Capturing Value from Customers
  • The Changing Marketing Landscape

Company and Marketing Strategy: Partnering to build Customer Relationships

  • Companywide Strategic Planning: Defining Marketing’s Role
  • Designing the Business Portfolio
  • Planning Marketing: Partnering to Build Customer
  • Relationships
  • Marketing Strategy and the Marketing Mix
  • Managing the Marketing Effort
  • Measuring and Managing Return on Marketing Investment

Analyzing the Marketing Environment

  • The Company’s Microenvironment
  • The Company’s Macro-environment
  • Demographic Environment
  • Economic Environment
  • Natural Environment
  • Technological Environment
  • Political and Social Environment
  • Cultural Environment
  • Responding to the Marketing Environment

Managing Marketing Information to Gain Customer Insights

  • Assessing Marketing Information Needs
  • Developing Marketing Information
  • Marketing Research
  • Analyzing and Using Marketing Information
  • Other Marketing Information Considerations

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation and Strategy

Understanding Consumer and Business Buyer Behaviour

  • Consumer Markets and Consumer Buyer Behavior
  • Model of Consumer Behavior
  • Characteristics Affecting Consumer Behavior
  • The Buyer Decision Process
  • The Buyer Decision Process for New Products
  • Business Markets and Business Buyer Behavior
  • Business Markets
  • Business Buyer Behavior
  • The Business Buying Process
  • E-Procurement

Customer-Driven Marketing Strategy: Creating Value for Target Customer

  • Market Segmentation
  • Market Targeting
  • Differentiation and Positioning
  • Products, Services and Brands: Building Customer Value
  • What is a Product?
  • Product and Service Decisions
  • Services Marketing
  • Branding Strategy: Building Strong Brand
  • Developing New Products and Managing the Product Life Cycle
  • New-Product Development Strategy
  • The New-Product Development Process
  • Managing New-Product Development
  • Product Life-Cycle Strategies
  • Product Decisions and Social Responsibility
  • International Product and Services Marketing

Marketing Dynamics: Effective Customer and Client-Driven Value, Orientation, and Strategy

Pricing: Understanding and Capturing Customer Value

  • What is a Price?
  • Customer Perceptions of Value
  • Company and Product Costs
  • Other Internal and External Considerations Affecting Price Decisions
  • New-Product Pricing
  • Product Mix Pricing
  • Price-Adjustment Strategies
  • Price Changes
  • Marketing Channels: Delivering Customer Value
  • Supply Chains and the Value Delivery Network
  • The Nature and Importance of Marketing Channels
  • Channel Behavior and Organization
  • Channel Design Decisions
  • Channel Management Decisions
  • Marketing Logistics and Supply Chain Management

Retailing and Wholesaling

  • Retailing
  • Retailer Marketing Decisions
  • Retailing Trends and Developments
  • Wholesaling

Community Customer Value: Advertising and Public Relations

  • The Promotion Mix
  • Integrated Marketing Communications
  • Advertising
  • Setting Advertising Objectives
  • Setting the Advertising Budget
  • Developing Advertising Strategy

Evaluating Advertising Effectiveness and Return on Advertising Investment

  • Other Advertising Considerationsy’
  • Public Relations
  • Major Public Relations Tools

Communicating Customer Value: Personal Selling and Sales Promotion

  • The Nature of Personal Selling
  • The Role of the Sales Force
  • Managing the Sales Force
  • The Personal Selling Process
  • Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

  • Growth and Benefits of Direct Marketing
  • Customer Databases and Direct Marketing
  • Forms of Direct Marketing
  • Online Marketing
  • Setting up an Online Marketing Presence
  • The Promise and Challenges of Online Marketing
  • Public Policy Issues in Direct Marketing

The Global Marketplace

  • Looking at the Global Marketing Environment
  • Deciding Whether to Go Global
  • Deciding Which Markets to Enter
  • Deciding How to Enter the Market
  • Deciding on the Global Marketing Program
  • Deciding on the Global Marketing Organization

Sustainable Marketing: Social Responsibility and Ethicss

  • Sustainable Marketing
  • Social Criticisms of Marketing
  • Consumer Actions to Promote Sustainable Marketing
  • Business Actions Toward Sustainable Marketing
  • Marketing Ethics
  • The Sustainable Company

International Marketing: An Overview

Introduction to International Marketing: Identifying its Scope and Challenges

  • The Internationalization of Business
  • Defining International Marketing
  • The International Marketing Task
  • Importance of Environmental Adjustments
  • Obstacles
  • Becoming International
  • International Marketing Orientations
  • Globalisation of Markets
  • Global Awareness Development
  • Basics of International Marketing

Understanding the Dynamics of International Markets

  • The Twentieth Century
  • The Concept of Balance of Payment
  • Protectionism
  • Trade Restrictions

The Influence of Culture in International Marketing

Towards Cultural Understanding

  • Geography and International Markets
  • Geography, Nature and International Trade
  • World Trade Routes
  • Historical Perspective on International Market

Examining the Cultural Dynamics in International Marketing

  • Cultural Knowledge
  • Elements of Culture
  • Cultural Change
  • Planned Cultural Change
  • Effects of Innovation

Determining the Business Customs and Practices in International Marketing

  • Organisational Adaptation
  • Looking into Different Business Practices
  • Business Ethics

Coping with the International Political and Legal Environment

  • Political Environments
  • Political Risks
  • Encouraging Foreign Investments
  • Assessing Political Vulnerability
  • Reducing Political Vulnerability
  • Legal Environments
  • Legal Remedy in the Resolution of International Disputes
  • Protecting Intellectual Property Rights
  • Commercial Law within Countries
  • Legal Environment of the European Union

Conducting International Marketing Research

  • Breadth and Scope of International Marketing Research
  • The Research Process
  • Responsibility for Conducting Marketing Research
  • Estimating Marketing Demand
  • Multinational Marketing Information System

Analysing the Emerging Markets and Market Behaviour

  • Marketing and Economic Development
  • Marketing In a Developing Country
  • Emerging Markets
  • Innovating Marketing Behaviour and Market Segmentation

Multinational Market Regions and Market Groups

  • The Concept of La raison d’etre
  • Patterns of Multinational Cooperation
  • Global Market and Multinational Market Groups
  • Future Multinational Market Groups
  • Strategic Implications for Marketing

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