Professional Development

Price includes full board accommodation and course materials.

Level: Advanced

Key issues:

Dramatic changes in the global environment, particularly the growth of emerging markets such as China and India, are affecting the nature of opportunities and threats as well as the basis of competitive advantage in international markets. Irrespective of size, organisations can no longer rely on marketing strategies of the past for survival and growth. Instead they must create new value for global stakeholders by developing new international competitive capability from their knowledge, assets, competencies and resources.

The purpose of this course:

To improve organisational competitive capability in the global marketplace by developing marketing strategies that offer unique value to customers and also balance the need for global efficiency with responsiveness to local cultures. Managers will develop more innovative approaches to strategic decision making by reflecting, re-evaluating and reformulating their plans in order to achieve fast growth and sustainability in global markets.

Who this course is for:

This course is best suited to experienced practitioners (marketing, sales or country level business managers) who already are, or are shortly to become, responsible for marketing planning and business development in one or more global region.

Benefits for your organisation:

Organisations will benefit from improving competitive capability in diverse, complex global markets and be better equipped to develop more innovative marketing strategies as well as ensure these are effectively implemented locally. This involves improving performance through business opportunity, customer value identification across different market contexts and cultures, better customer management, enhanced use of brand assets and better management of remote marketing teams.

Benefits for you as an individual:

Delegates will benefit from the ability to analyse the global market, evaluate portfolio opportunities and critically appraise global strategies. You will also learn how to motivate and manage marketing teams across different cultures and be better able to manage and communicate with multiple-level customers and partners. In addition you will understand how to cost effectively and manage international assets, activities and resources.

You will learn how to:

On completion delegates will be able to:

• Recognise different international orientations and the implications for managing marketing activities
• Use organisational learning to improve international decision-making and build global competitive advantage
• Appreciate global environmental and market trends and assess their implications for international business and marketing decisions
• Appreciate the challenges of marketing to less developed countries and different cultures
• Balance the needs of global strategies and sensitivity in local implementation and assess the best international orientation for a business
• Identify global product and market opportunities and assess competitive threats
• Use comprehensive analysis for market selection decisions
• Develop global brands and innovative marketing strategies to compete with low-cost competitors
• Assess the strategic implications of different market entry options
• Develop market sensitive, integrated communications
• Manage, motivate, control and evaluate multicultural marketing teams
• Identify and address the barriers to strategy implementation

Course content:

• The challenges of marketing decision-making in global markets
• The dynamics of the competitive global marketing environment
• Culture, country market analysis and segmentation options in a global market
• Using learning capability to build competitive advantage
• Redefining the global marketing strategy
• Building a presence in the global market
• Achieving fast growth through innovation in international markets
• Adding value through leveraging intangible assets, such as branding, and resources
• Refocusing the portfolio to exploit new markets
• Building stakeholder value through integrating communications and building relationships

Pre and post learning support:

Delegates are provided with pre-course reading in order for them to reflect on current global environment trends and the challenges faced by organisations.

A checklist is available to help delegates consider potential areas of global opportunity and threat to their organisation, and a short pre-course questionnaire is provided to help delegates complete the in-course exercise to deal with underperformance.

To take away from the course:

An international marketing strategy textbook A workbook that provides the framework for reflection, re-evaluation and reformulation of global strategies and includes analysis, development and implementation tools and techniques. Delegates use this framework to address an underperforming area in their own organisation during the course and receive guidance on to use this effectively within the business

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework