Courses

Students in this program take two courses, one core course (15.5 hours per week) and one elective course (2.5 hours per week).

Core Course

In this ten-week course, taught by local global marketing professionals, students will progress systematically through key topics and requirements for global marketing. Students will develop competency in global marketing techniques and will learn how to apply them to companies across multiple industries and with differing profiles in size and maturity, and to markets around the world. 

The course immerses students in the concepts, strategies, tactics, best practices and real-world application of global marketing using lectures, case studies, website marketing reviews, guest speakers, group activities, learning exercises, and the team-based development of global marketing plans throughout the course. Areas of focus include: 

  • Global marketing strategy framework
  • Marketing fundamentals and target market selection
  • Market entry, channel strategy and partnering
  • Social and cultural environments
  • Globalization and localization
  • E-commerce and digital marketing
  • Social media, event and content marketing
  • Customer Relationship Management (CRM) and Public Relations (PR)
  • Best practices, key trends and future outlooks
  • Course highlights and Global Marketing Plan Executive Briefings

Elective Courses

Business Presentation Skills

Today’s employers seek individuals with strong verbal communication and presentation skills. In this hands-on presentation skills class, you'll hone your speaking and delivery skills, develop analytical and organizational skills, and give formal and impromptu presentations.

Writing for Business

This practical writing workshop is designed to help you understand and practice professional writing for an international business audience. The focus of the class will be writing business emails, letters and reports.

International Negotiations

In this interactive workshop, you'll learn the basic framework and skills necessary for intercultural business negotiations. The focus will be on understanding and creating effective, joint business deals from both the buyer’s and seller’s perspective. To do this, you'll engage in team business simulation activities.

Entrepreneurship Fundamentals

In this interactive workshop, you'll learn the basic framework and skills necessary for thinking and acting as a global entrepreneur. The course will focus on the practical steps for starting a business. You'll engage in idea and name development, legal issues, market analysis, organizational structure, financial pro forma basics and pitch presentations.