Course Orientation-About the Course
Welcome to Global Marketing: Building Iconic Brands!
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Syllabus
Meet Professor Carlos Torelli
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Meet Professor Sharon Shavitt
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About the Discussion Forums
Online Education at Gies College of Business
Learn on Your Terms
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Course Orientation-About Your Classmates
Updating Your Profile
Module 1: Key Global Marketing Functions-Module 1 Overview
Module 1 Overview
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Module 1 Introduction
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Module 1 Agenda
Module 1 Readings (Optional)
Module 1 Lecture Transcripts
Module 1: Key Global Marketing Functions-Lesson 1-1: Key Global Marketing Actions: What is Global Marketing?
Key Global Marketing Actions: What is Global Marketing?
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Module 1: Key Global Marketing Functions-Lesson 1-2: Understanding the New Market: Environmental Analysis
Understanding the New Market: Environmental Analysis
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Module 1: Key Global Marketing Functions-Lesson 1-3: Sizing the New Market
Sizing the New Market
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Module 1: Key Global Marketing Functions-Lesson 1-4 Culture and Consumer Behavior
Culture and Consumer Behavior
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Module 2: The Brand Audit-Module 2 Overview
Module 2 Agenda
Module 2 Overview
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Module 2 Introduction
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Module 2 Readings (Optional)
Module 2 Lecture Transcripts
Module 2: The Brand Audit-Lesson 2-1: Brands as Associative Networks in Memory
Brands as Associative Networks in Memory
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Module 2: The Brand Audit-Lesson 2-2: Brand Equity
Brand Equity
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Module 2: The Brand Audit-Lesson 2-3: Cultural Equity
Cultural Equity
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Module 2: The Brand Audit-Lesson 2-4: The Brand Audit
The Brand Audit
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Module 3: Developing a Culturally Focused Marketing Plan -Module 3 Overview
Module 3 Agenda
Module 3 Overview
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Module 3 Introduction
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Module 3 Readings (Optional)
Module 3 Lecture Transcripts
Module 3: Developing a Culturally Focused Marketing Plan -Lesson 3-1: Consumers’ Reactions to Cultural Meanings in Brands
Consumers’ Reactions to Cultural Meanings in Brands
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Module 3: Developing a Culturally Focused Marketing Plan -Lesson 3-2: Crafting a Cultural Positioning
Crafting a Cultural Positioning
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Module 3: Developing a Culturally Focused Marketing Plan -Lesson 3-3: Choosing Products for a Culturally Focused Marketing Plan
Choosing Products for a Culturally Focused Marketing Plan
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Module 3: Developing a Culturally Focused Marketing Plan -Lesson 3-4: Communicating a Cultural Positioning
Communicating a Cultural Positioning Part 1
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Communicating a Cultural Positioning Part 2
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Module 3: Developing a Culturally Focused Marketing Plan -Lesson 3-5: Channel and Pricing Decisions to Reinforce a Cultural Positioning
Channel and Pricing Decisions to Reinforce a Cultural Positioning
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Module 4: Integrating the Global Marketing Plan -Module 4 Overview
Module 4 Agenda
Module 4 Overview
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Module 4 Introduction
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Module 4 Readings (Optional)
Module 4 Lecture Transcripts
Module 4: Integrating the Global Marketing Plan -Lesson 4-1: Integrating the Global Marketing Plan: Standardization vs. Adaptation
Integrating the Global Marketing Plan: Standardization vs. Adaptation
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Module 4: Integrating the Global Marketing Plan -Lesson 4-2: Standardization: Why and When to Use it?
Standardization: Why and When to Use it?
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Module 4: Integrating the Global Marketing Plan -Lesson 4-3: Adaptation: Why and When to Use it?
Adaptation: Why and When to Use it?
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Module 4: Integrating the Global Marketing Plan -Lesson 4-4: Strategies to Deal with a Negative Country Image
Strategies to Deal with a Negative Country Image
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