Global Marketing in a Digital Age

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This Advanced program course focuses on macro issues of digital marketing, including market orientation, segmentation, targeting and positioning, and their strategic implications within the context of customer, competitor, and context analysis.  

This curriculum emphasizes analytical and managerial decision tools for creating competitive advantage, as well as the similarities and differences in domestic and global marketing. Learners will examine the ways that digital transformation has influenced the role of analytics in today’s hyper competitive organizations, while also focusing on the micro topics used to execute and implement strategies in the first part of the course. Learners will cover the marketing mix (4Ps) in detail, namely pricing, product, promotion, and place, and examine how these tools add value to firms in an international setting. By the end of this course, learners will gain insight into how the 4Ps can effectively help establish price while communicating and delivering value to customers and important stakeholders using quantitative and qualitative analyses.


Course content

  • Segmentation, targeting, and positioning
  • The role of Big Data in business
  • Global pricing management

  • Global distribution and channel management
  • Global marketing comms management
  • Linking business strategy, marketing strategy, and brand strategy
  • Global brand strategy

Faculty curators

Thunderbird Associate Dean and Professor Seigyoung Auh

Seigyoung Auh

Associate Dean of Research, Professor of Global Marketing & Research Faculty, Center for Services Leadership
Thunderbird Asst Professor of Global Digital Marketing Man Xie

Man Xie

Assistant Professor of Global Digital Marketing
Thunderbird Professor Richard Ettenson

Richard Ettenson

Professor and Kieckhefer Fellow in Global Marketing and Brand Strategy