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Marketing Insights & Actions for Emerging Markets

Take your next product offering to the global arena with confidence and results. Market at the right time, to the right customers, by gaining a nuanced understanding of opportunities and challenges in emerging markets.

  • Discover the intricacies of the modern marketplace, where global products are diverse and global customers have varied cultural frameworks.
  • Build a specialized set of skills to transition your product to the right emerging global market at the right time.
  • Utilize big data to help you discern evolving market trends for your product and inform you when to enter.
  • Employ change management strategies to win over your partners, stakeholders and audience, and make your next success a global one.

This program is designed for seasoned marketing leaders with multi-year experience who are seeking to further advance their thinking, their networks and their careers. Participants will represent a range of B2C and B2B industries from a diversity of companies, countries and cultures. The program is ideal for vice presidents, directors and senior managers in marketing, finance and operations roles who are looking to make a significant impact on their company’s growth through global and/or cross-cultural market responsibilities. Senior managers across other business functions who have recently transitioned to roles with more customer-facing responsibilities also will benefit from this program.

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Program Highlights

  • Develop and drive the momentum in your organization as a leader in innovation. 
  • Sharpen your customer focus and apply insights from big data to reach the right target worldwide. 
  • Develop flexibility across markets by exploring various positioning strategies from country to country. 
  • Learn to read the language of big data and evaluate emerging trends across the globe. 
  • Acquire elegant change management strategies to transition your brand from domestic to global.
  • Take part in an innovative, immersive experience that will bring your learnings to life.
Immersive executive experience

Through hands-on, immersive activities, Thunderbird reveals how your classroom learnings translate to real-world business scenarios. Each of the four programs in this Journey features an onsite visit to a cutting-edge location where you will experience firsthand the profound and successful application of course concepts. 

Learn how to leverage these competing forces to empathize with others to create a culture of real collaboration, creativity and engagement -- a one-day engagement that happens only here. 

Program Details
Location TBD
Date(s) TBD
Program Fee* USD $6,950
Continuing Education Units (CEUs)** 2.0 CEUs

*Includes meals and course materials.

**CEUs provide a permanent record of the professional development training and non-credit enhancement activities of working executives who wish to stay current in global business. One CEU is equivalent to 10 contact hours of time spent at a qualified instruction site. 

Note: Courses require a minimum number of registrants to run. Course dates and professors are subject to change.
After completing your first program, receive a 15% discount on all subsequent programs. Contact us for partnership & group pricing options.


Richard Ettenson, Ph.D

Richard Ettenson, Ph.D,. is Professor and Keickhefer Fellow of Global Marketing
and Brand Strategy, Global Business Faculty at the Thunderbird School of Global
Management. His areas of expertise include helping companies align their business,
marketing, and brand strategies to create value for customers, employees and
shareholders. He is also a senior partner in Type 2 Consulting, a NYC-based business
strategy and brand consultancy.

A multiple winner of Thunderbird’s “most valuable and effective professor” award,
Professor Ettenson has extensive MBA, executive education and consulting experience
and has delivered highly effective programs on five continents to MBAs and senior
executives from a wide range of world class global enterprises, including among
others, Intel, McDonalds, LG Electronics, ExxonMobil, Amway, Volvo, Textron,
PriceWaterhouseCoopers (PwC), Best Western, SABIC, Brasil Telecom. China Telecom,
Honeywell, Raytheon, Dow Chemical, BP, Volvo, Delta Airlines, Briggs & Stratton, Acer
Computers, and the Danone Group.

Professor Ettenson has published extensively and has produced nearly 100 articles,
book chapters, and international conference presentations. These include articles in the
leading management outlets such as Harvard Business Review, MIT Sloan Management
Review, The Wall Street Journal, Financial Times, Ad Age, as well as publications in top
tier academic journals such as Journal of Marketing, International Marketing Review,
Journal of Business, and Journal of Business Venturing. An entrepreneur who founded
a market research firm and three other start-ups (one of which he served as CEO), he
regularly consults with industry, helping companies increase the underlying value of their
businesses through the merging of their business, marketing and brand strategies. He
also has served on the editorial boards of the International Marketing Review, Journal
of Retailing, and Journal of Consumer Marketing. He currently serves on the Board of
Directors of Adaptive Technologies Inc.

Professor Ettenson has also served as a Senior Technical Advisor in the United Nations
Development Program (for Marketing) in China and has been an Invited Research Scholar
at the following institutions: The Institute for Economics and Forecasting, Russian
Academy of Sciences, Moscow; School of Management, Warsaw University, Poland;
Institute for Economics and Market Research, Hungarian Academy of Sciences, Budapest;
and the School of International Business, Nanjing University, China.

Prior to joining Thunderbird in 1999, Professor Ettenson served on the faculties of The
Graduate School of Business at the University of Chicago, The University of Maryland,
College Park, and Georgetown University. He also served as an Associate Professor and
Head of the Marketing Area in The School of Business at Bond University in Australia.
Professor Ettenson and his family are dual citizens of the U.S. and Australia and recently
he won a Gold Medal for basketball at the World Masters Games in Australia where his
team went undefeated.


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