Program Features

• Instructors who are active subject matter experts in the field 
• Opportunity to build working relationships with other professionals from around the world
• Case studies and website marketing reviews
• Opportunity to work in teams to develop end-to-end global marketing plans

Who Should Apply

This program is for current business professionals and university students who want to expand their global marketing skills and succeed in global business.

You don’t need any previous work experience to apply, but advanced English skills are required. For admissions requirements, see How to Apply.

Note: This one-quarter program is part of our three-quarter Global Business Certificate. 

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, students will hone their 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 students 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, students will 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, students will engage in team business simulation activities.

Schedule

This course meets Monday through Friday, for a total of 18 hours per week.