Überblick

This course explores the ways in which global marketing strategies reflect a deep understanding of markets and create valuable offerings for customers globally.

Broadly speaking, marketing strategy making is comprised of:

  • Segmentation: the process by which we segregate a relatively heterogeneous mass market into relatively homogeneous market segments.
  • Targeting: the process by which we analyze opportunities and identify those customers where our business has the greatest prospects for success.
  • Positioning: the process of assembling the 'total offering' (product, service, distribution and price) and communicating the benefits of this 'total offering' to the members of our target market.

MELDEN SIE SICH AN      ANMELDEN

Kursinhalte

  • Globales Marketing
  • Segmentierung
  • Targeting
  • Positionierung
  • Zielmärkte
  • Marktstrategie

Kuratoren der Fakultät

Thunderbird Associate Dean und Professor Seigyoung Auh

Seigyoung Auh

Stellvertretender Dekan für Forschung, Professor der Fakultät für globales Marketing und Forschung, Center for Services Leadership
Thunderbird Asst Professor für globales digitales Marketing Man Xie

Mann Xie

Assistenzprofessor für globales digitales Marketing
Thunderbird-Professor Richard Ettenson

Richard Ettenson

Professor und Kieckhefer Fellow für globales Marketing und Markenstrategie