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Global Brand Communication

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IMC 623

Examine 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.

Course Learning Outcomes

Upon successful completion of IMC 623, students will be able to:

  • Describe the characteristics of a strong global brand and how it should be communicated internationally.
  • Define the framework of global marketing research and its impact on the communications process.
  • Identify dimensions of culture and discuss their role in cross-cultural communications.
  • Identify universal appeals in brand communication.
  • Explain how brand communicators can overcome local cultural barriers.
  • Demonstrate an understanding of global segmentation and the effect that has on brand communication to global markets.
  • Demonstrate an understanding of global segmentation and the effect that has on brand communication to global markets.
  • Identify the different types of branding approaches used by brand communicators.
  • Describe how the marketing communication mix should be adapted to meet the challenges and barriers posed by emerging global markets.

Course Topics

  • Introduction to Global Branding
  • Global Market Research
  • Global Culture and Cross-Cultural Comparisons
  • Global Culture and Communication
  • Global Segmentation and Brand Positioning
  • Developing New Products for Global Markets and Brand Strategy in Marketing Products & Services
  • Brand Strategy for Emerging Markets

Faculty

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Neelesh Varde
Profile: Varde