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Programa

Global Marketing: Product, Promotion and Price

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CONCEPTOS
CLAVE
1
OVERVIEW OF THE SEMINAR
2
DEVELOPING AND BUILDING GLOBAL MARKETING STRATEGIES
3
PRODUCT MANAGEMENT STRATEGIES FOR GLOBAL MARKETS
4
INCORPORATING TECHNOLOGY INTO PRODUCT STRATEGY DECISIONS
5
NEW PRODUCT DEVELOPMENT IN GLOBAL MARKETS
6
INTERNATIONAL STRATEGIC ALLIANCES: FRAMEWORK AND IMPLEMENTATION
7
GLOBAL PRICING STRATEGY
8
DIMENSIONS OF GLOBAL COMMUNICATIONS STRATEGY
Description

This course is intended to give the participants the theory, knowledge, and tools to design effective marketing strategies in the global context. Participants will acquire a deep understanding of the socio-cultural, politico-legal, competitive and economic factors, managerial values and practices that govern international marketing decisions.

The seminar will emphasize strategic and proactive thinking, which is essential for conducting profitable marketing operations worldwide.

Información

Goals and Student Profile

Goals

At the end of the course, the participants will be able to:

  • Explain the role of global marketing and strategic commitment to international markets in today’s business world.
  • Integrate an “international mindset” within the organization whereby one looks at world markets as opportunities to build strategic capabilities and competitiveness.
  • Develop a flexible thinking schema that anticipates future trends and shapes today’s organization to confront emerging and future technology, market, and innovation challenges.
  • Integrate local and global market expansion strategies within the firm’s strategic planning, choose market positions, and assess market entry options to sustain a global competitive positioning and strategic flexibility.
  • Describe and evaluate the international product development process and its related strategies: extension, adaptation, and invention.
  • Make product portfolio and competitive decisions: standardization vs. adaptation, differentiation, and product positioning.
  • Calculate contribution and trade margins, breakeven, and sensitivity analysis as it relates to product, market entry, and promotion decisions.
  • Design the company’s global marketing mix operations with a special emphasis in product, pricing, and promotion strategies.

 

Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.

PROFESORES

RODRIGUEZ NEIRA, CARLOS

Ph. D. in Marketing en Penn State University. Master en Marketing y Métodos Cuantitativos en Penn State University. MBA en ESAN. Ingeniero Industrial..
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Durante su carrera profesional, ha ocupado diversos puestos en reconocidas empresas de Perú entre los que destaca su labor como Director de Publicidad de Grey Advertising, Procter & Gamble, Perú, Brand Manager de Compañía Arequipa de Importanciones S.A., Carsa, Perú. Trabajó también en la empresa peruana Productos Favel S.A., Perú (AVON) como Product Manager. Ha impartido múltiples seminarios y cursos en universidades como la Universidad de Zagreb, Croacia, School of Business Adrministration (EGADE), Instituto Tecnológico de Monterrey, Universidad Federal do Rio Grabde do Norte, Natal, Brasil, Universidad de Occidente, México, Universidad de San Ignacio de Loyola, Perú. Además ha publicado artículos en importantes publicaciones como Journal of Business and Leadership, Journal of Business to Business Marketing entre otros. Actualmente es Profesor Titular de Marketing y Director del Centro de Estudio de Gestión de Innovación en la Escuela de Negocios de Delaware State University.
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MÓDULOS

OVERVIEW OF THE SEMINAR

  • • General Introduction: Instruction, Methodology, and Formation of Groups.

  • • Getting to know you!

DEVELOPING AND BUILDING GLOBAL MARKETING STRATEGIES

  • • Types of Global Marketing Participation.

  • • Different Strategic Roles for Each Country.

  • • Locating Global Activities.

  • • Global Market Expansion.

  • • Generic and Competitive Strategies.

  • • Core Competency, Strategic Trust, Cost Superiority, and Leadership Strategies.

  • • Value Chain, Customer Value, and Positioning Strategies.

PRODUCT MANAGEMENT STRATEGIES FOR GLOBAL MARKETS

  • • International Product Decisions.

  • • Standardization versus Adaptation.

  • • Standardization-Adaptation Tradeoff.

  • • Obtaining Competitive Advantage in the Global Market.

  • • Differentiation Strategies. Product Life Cycle Strategies. Brand Positioning and Repositioning.

INCORPORATING TECHNOLOGY INTO PRODUCT STRATEGY DECISIONS

  • • Gaining a Strategic View of Technology.

  • • Systematic Influence of the EPT (Equipment and Process Technology).

  • • Managerial Knowledge of EPT.

  • • Strategic Implications of the Technology.

  • • Operations Cost Behavior and The Experience Curve.

  • • Core Message of the Experience Curve.

  • • Technology Creation and Utilization.

  • • Theories of Technological Innovation.

  • • Innovation Acceptance Process and Patterns of Innovation.

  • • Approaches to Technology Transfer.

  • • Concurrent Engineering.

  • • Platform Technology, Derive Platforms, Architecture and Design.

  • • Technology Generation.

NEW PRODUCT DEVELOPMENT IN GLOBAL MARKETS

  • • Product Diffusion and Factors that Affect It.

  • • New Product Development Process.

  • • Product Development Strategic Choices: Extension, Adaptation, and Invention.

  • • Choosing a Brand Name and Branding Strategies for New Markets.

  • • Brand Associations.

INTERNATIONAL STRATEGIC ALLIANCES: FRAMEWORK AND IMPLEMENTATION

  • • Strategic Role of Alliances.

  • • Cooperating for Competitive Advantage.

  • • Adding Product Value and Technological Strength, Enhancing Strategic Growth, Building Marketing Power and Financial Strength.

  • • Types of Alliance.

  • • Choosing Partners and Building Alliances.

  • • Developing Effective Relationships and Organizational Learning.

  • • Disadvantages and Costs of International Collaboration and Acquisitions. Factors Influencing the Choice of the Entry Mode.

  • • Entry and Exit Strategies for Global Competitive Advantage.

  • • Ownership Strategies.

  • • Exports, Licensing. Contractual Arrangements and Investments.

GLOBAL PRICING STRATEGY

  • • Objectives of Pricing.

  • • Factors Affecting Global Pricing.

  • • Price Coordination across Markets.

  • • Transfer Pricing Considerations and Dumping.

  • • Gray Markets and Controlling Parallel Imports.

  • • Price Escalation and Reducing It.

  • • Price-Setting Under Varying Currency Conditions.

  • • Managing Foreign Exchange Risks.

DIMENSIONS OF GLOBAL COMMUNICATIONS STRATEGY

  • • Global Advertising Paradox: Shared Culture and Brand Global Advertising.

  • • Perception of Global and National Brands.

  • • The Standardization Viewpoint and Factors Influencing It.

  • • Culture and How Advertising Works.

  • • Communication Styles and Information Processing.

  • • Advertising Models.

  • • Communication Model.

  • • The five communication effects: Category Need, Brand Awareness, Brand Attitude, Brand Purchase Intention, Purchase Facilitation. Positioning and Brand Position.

  • • Positioning Statement, Positioning Location, Benefit Emphasis, and Benefit Focus.

  • • Eight Basic Advertising Forms Worldwide.

  • • Advertising Styles: American, British, German, Italian, Spanish, French, and Latin America.

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PROG-MK-GLOBAL-MKT-XXXIII
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