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27 - SLM- Sales and Marketing

SLM 132 - Global Marketing

Code Start Date Duration Venue
SLM 132 23 October 2023 5 Days Istanbul Registration Form Link
SLM 132 18 December 2023 5 Days Istanbul Registration Form Link
Please contact us for fees


Course Description

It has become more important than ever for firms to recognize that they compete in a global environment. Consequently, managers must seek to develop the empathy, knowledge, sensitivity, and skills required to successfully operate in a dynamic global market place.

This course examines the opportunities and challenges associated with marketing across borders. The impact on marketing of the cultural, economic, political, and technological environments in different countries will be assessed. The relationship between global marketing and global business strategy will be discussed. Ways of analyzing customers and competitors globally will be addressed. Approaches for deciding the extent to which marketing should be globalized versus localized will be explored. This course will examine key considerations in marketing both globally and in each of the major regions of the world.

Course Objectives

  • Learn to gather, categorize, analyze, interpret, and evaluate relevant information about markets in different countries around the world
  • Learn how to analyze customers, competitors, and product markets in different countries
  • Learn how to develop the 4Ps internationally and globally
  • Appreciate the ethical and corporate social responsibility issues associated with global marketing 
  • Develop the ability to think critically about different perspectives on global marketing

Who Should Attend?

  • Sales professionals
  • Sales executives
  • Sales teams' managers/leaders
  • New hires who want to start their career in the sales profession
  • Anyone with the desire to boost his/her selling skills
  • Anyone who want to master sales call management across multiple industries.

Course Details/Schedule

Day 1

  • Introduction to global marketing
  • International marketing opportunities and challenges
  • Regional market characteristics 
  • Trade agreements
  • Understanding the relationships between business strategy and marketing

Day 2

  • Assessing the cultural and social environment
  • Assessing the economic, financial, and technological environment
  • Assessing the political and regulatory environment
  • Analyzing company resources and level of market development
  • Analyzing customers and competitors

Day 3

  • Global segmentation, targeting & positioning
  • Global marketing strategy
  • Entering new markets and allocating resources across countries
  • Balancing the pressures for standardization vs. adaptation
  • International product and service markets
  • Global product policy

Day 4

  • Managing branding and positioning
  • Designing product attributes and packaging
  • Global marketing mix
  • Analyzing the advertising and promotions in the global environment
  • The digital revolution of marketing communications
  • Managing global pricing 

Day 5

  • Global logistics and distribution
  • Global competitive analysis
  • Global marketing research
  • Analyzing successful and failed examples