Vue d'ensemble

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.

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Contenu du cours

  • Marketing mondial
  • Segmentation
  • Ciblage
  • Positionnement
  • Marchés cibles
  • Stratégie de marché

Conservateurs de la faculté

Seigyoung Auh, doyen associé et professeur à Thunderbird

Seigyoung Auh

Doyen associé de la recherche, professeur de marketing global & Research Faculty, Center for Services Leadership
Thunderbird Professeur adjoint de marketing numérique mondial Man Xie

Man Xie

Professeur adjoint de marketing numérique mondial
Richard Ettenson, professeur à Thunderbird

Richard Ettenson

Professeur et titulaire de la bourse Kieckhefer en marketing mondial et stratégie de marque