International Marketing Programme
Marketing in a globalised world
The International Marketing Programme has been restructured and updated to meet the needs of busy executives. The new five-day, intensive format provides cutting-edge insights into the strategic elements of the marketing process and helps participants rise to today’s biggest challenges, including social media.
The days of isolated or shielded markets where foreign suppliers or competitors cannot play are no more. All companies now operate in an international environment where customers can be scattered around the globe and new entrants can emerge from any economy with different business models and cost structures. This presents an exciting but daunting challenge for those with responsibility for marketing.
INSEAD’s International Marketing Programme is an intensive five-day programme designed to sharpen your marketing skills in designing, organising, executing and evaluating marketing activities in this complex and constantly altering global environment. Whilst studying the key strategic elements of the marketing process, you will explore today’s big marketing challenges including the impact of social media on brand management, low-price competition and market commoditisation.
Concepts: Integrate everything you already know about marketing with the
extensive new insights you gain through the programme, within today’s challenge of operating in a international context
- Tools: Develop an end-to-end strategic marketing plan, encompassing all aspects of the marketing mix (e.g., new social media)
- Practice: Gain a comprehensive grounding in marketing whilst continuously testing your learning in INSEAD’s Intercomp Simulation, which we designed specifically for the program as a laboratory to practise today’s international marketing
|The one-day session on social media will expand participants’ horizons on this growing “social” trend in marketing and provide participants with a framework for identifying strategic opportunities for value-creation through leveraging threats posed by C2C and C2B interactions. The session will cover the types of social channels marketers can use to reach and communicate with customers and the kinds of decisions that marketers must make when developing social media marketing strategies.|