Marketing in a globalised world
REDESIGNED
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.
Key Benefits
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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
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Tools: Develop an end-to-end strategic marketing plan, encompassing all aspects of the marketing mix (e.g., new social media)
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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
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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. |
A view from INSEAD on:
INSEAD’s International Marketing Programme is a highly practical programme organised around the marketing process with a core focus on designing and executing a marketing plan. Using contemporary case studies and the newly enhanced Intercomp Simulation (developed uniquely and specifically at INSEAD for the International Marketing Programme), you will gain hands-on experience of marketing in an international context to take back to your organisation for immediate and lasting impact.
Regardless of your business background or experience in marketing, the programme will equip you with a thorough understanding of marketing strategy and how to make best use of all the elements of the marketing mix to deliver successful marketing programmes in an international context. Core themes are:
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Marketing Strategy: Choosing where and how to compete
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The Marketing Mix: Translating strategy into action
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Marketing plan: Transfering take-aways into practice
The International Marketing Programme is designed for executives with, or about to take up, marketing responsibilities; and those executives outside the marketing discipline whose role interacts with this function.
Those with marketing experience will benefit from the latest ideas and tools to deliver marketing excellence for their organisation. Executives new to marketing will gain a thorough grounding in its tools and techniques, facilitating strong working relationships based on mutual understanding with colleagues in marketing.
"Got 1000’s of new insights and ideas for my business! Great course!"
Marketing Director
Doka
Austria
“The interactive sessions allows us to refresh our knowledge about marketing with new learnings. It is a great opportunity to meet nice people from different industries and other nationalities in a very nice environment. Perfect break time.”
CEO
Louis Vuitton, Korea Ltd
Republic of Korea
“INSEAD provides one of the best international marketing programmes in the world. My experience of its Fontainebleau campus ranks very high on my educational experiences.”
Global Supply Chain - Asia Pacific
Senior Vice President
Schneider Electric
China
“With the International Marketing Programme, I saw a great benefit from interacting with people from industries outside of my own to develop fresh approaches to existing issues.”
Director of Commercialization
Polymer Stabilizers
Great Lake Chemical
United States
“Long after the completion of the programme, I find myself drawing on the INSEAD experience or making reference to the high-level network of alumni and friends, the captivating course material and the exceptional academic and support team.”
Manager Communications and Marketing
Development Bank of South Africa
South Africa
“The programme was excellent exposure to learning with a truly international team. The exciting simulation games have taught me to focus in making strategic business decisions.”
Finance and Administration Director
Sanofi-Synthelabo
China
Great minds don’t think alike
INSEAD’s professors represent many cultures, disciplines, and perspectives. Led by acknowledged world experts in their own particular fields, programme faculty remain intimately close to business and most are engaged in cross-disciplinary research.
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Klaus Wertenbroch
Programme Director
Professor of Marketing
Professor Wertenbroch's teaching focuses on behavioural economics and consumer decision-making, strategic brand management, and pricing. He has taught in MBA, PhD, and executive programs in the US, Europe, and Asia and has worked with clients including Allianz, Booz Allen Hamilton, Cemex, Citigroup, ExxonMobil.... He holds a PhD and an MBA from the University of Chicago and an MSc (Diplom) in Psychology from the Darmstadt University of Technology in his native Germany. Read more... |
*programme faculty may change
Dates & Fees
| Dates |
Length |
Location |
Tuition Fees* |
| 02 Dec 2013 to 06 Dec 2013 |
5 days |
Fontainebleau |
€ 8,100
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| 28 Apr 2014 to 02 May 2014 |
5 days |
Fontainebleau |
€ 8,100
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| 01 Dec 2014 to 05 Dec 2014 |
5 days |
Fontainebleau |
€ 8,100
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This programme is eligible for the INSEAD Executive Certificate in Global Management.
Please click here for more information about the terms and conditions.
For full details on how to apply, accommodation, and cancellation conditions please visit the Practical Information page
* Fee subject to change. For programmes delivered in France, VAT (19.6%) to be added for companies based in France, or for European companies where no VAT number is supplied. For programmes delivered in Singapore, GST (7%) to be added for Singapore-registered companies.
