Globalization has become a powerful force in business and international trade. Some see globalization as a force for positive change (Thomas Friedman, The World is Flat) and some see globalization as imposing capitalism and western (especially American) culture upon others.
Importantly, marketing strategy has become a major driver for forms with global aspirations. Early practitioners of marketing as a driver for global growth include Coco-Cola, Pepsico, Kodak, Sony, Kelloggs, Nestlé and P&G.
This course will examine global marketing in the context of global growth strategies firms have successfully adopted. The influence of those global growth strategies have an global marketing strategies is powerful. Therefore marketing should not operate independent of the firms growth strategy. For example, the marketing strategy and brand strategy for McDonald’s which
adheres to a franchising growth strategy is quite different from Microsoft’s marketing and brand strategy within their organic growth business strategy and heavy emphasis on R&D.
Global brand strategy will be discussed in depth as a range of global brand strategies seem to be effective. The issues often become the best one in light of the time global growth strategy and global marketing strategy, not the superiority of one brand model over another. The half of the course will explore the interface between culture, consumer insight and key go-to-market platforms – advertising, design, internet and event marketing. Finally, the course will explore approaches to monitoring global marketing performance.
The class will rely on guest speakers from the industry and robust class discussion. Therefore, half (50%) of the course grade will be based on class participation and half (50%) on three individual written assignments. There will be no final exam and no textbook for the course.
It is hoped that students will gain a deeper understanding of the future importance of global marketing and the complexities when marketing and brand across multiple countries/regions when contrasted to marketing when there is just a single market focus.
Joseph Plummer was a Columbia Business School faculty member from 2004 to 2016.