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Marketing Communications
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Global Brand Communication

IMC 523

This course is offered in:

M.S. Integrated Marketing Communications

Top Three Course Takeaways

  1. How to identify culture-specific approaches and effectively communicate brand messages on an international scale.
  2. How to segment target audiences on a global scale.
  3. Identify the challenges faced by global marketers and the innovative strategies to overcome them.

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

WORKLOAD:   (8-10 hours per week)

This course examines key strategies needed to develop strong global brands. Students address the importance of understanding local culture in communication and positioning, and explore emerging issues in brand globalization.

Course Learning Outcomes:

  • Describe the characteristics of what makes a strong global brand and how it should be communicated across culture.
  • Define the framework of global marketing research and its impact on the communications planning process.
  • Demonstrate an understanding of global segmentation and the effect that has on brand communication and product adaption to global markets.
  • Discuss the implications of using adaptation, communication and innovation strategies in the product and communications elements of a brand’s marketing mix.
  • Demonstrate how the marketing communication mix should be adapted to meet the challenges and barriers posed by emerging global markets.

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