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Global Brand Communication



Global Brand Communication (IMC 623) examines key issues needed to develop strong global brands by considering past successes and failures in strategy, addressing the importance of knowing local culture in communication and positioning, and discussing emerging issues in brand globalization.

Topics

  • Introduction to Global Branding
  • Global Marketing Research
  • Global Culture and Consumer Behavior
  • Global Culture and Communication
  • Global Segmentation and Brand Positioning
  • Global Entry Strategies
  • Developing New Products for Global Markets
  • Brand Strategy in Marketing Products and Services
  • Brand Strategy for Emerging Markets