Panoramica

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.

ISCRIVITI      ISCRIZIONE

Contenuto del corso

  • Marketing globale
  • Segmentazione
  • Targeting
  • Posizionamento
  • Mercati di riferimento
  • Strategia di mercato

Curatori di facoltà

Decano associato e professore di Thunderbird Seigyoung Auh

Seigyoung Auh

Decano associato della ricerca, professore di marketing globale & Facoltà di ricerca, Centro per la leadership dei servizi
Professore di marketing digitale globale di Thunderbird Man Xie

Man Xie

Professore assistente di marketing digitale globale
Il professore di Thunderbird Richard Ettenson

Richard Ettenson

Professore e borsista Kieckhefer in Marketing Globale e Strategia del Marchio