Executive Certificate in International Marketing

As the evolution of technology has led to an ever-shrinking, increasingly competitive global marketplace, marketing has become one of the most critical disciplines in business today.

The International Marketing Executive Certificate provides students with a comprehensive understanding of the art and science of marketing, including the development, implementation and management of an organization's global marketing strategy.

The Executive Certificate in International Marketing is comprised of three eight-week courses and provides students with valuable skills and credentials they can apply immediately. Each eight-week course contains up to 16 hours of streaming video presentation, independent exercises and mastery exams, and will take between 25-30 hours to complete. Courses include:

Global Marketing Strategy
Global Marketing Management
Global Brand Management

Course Outlines

Global Marketing Strategy
Instructors: Rich Ettenson, PhD; Sundaresan Ram, PhD

An effective marketing strategy is the key to developing and maintaining success. Whether or not they consider themselves to be global, today’s companies must consider the global context within which they operate. Global Marketing Strategy gives students a practical managerial orientation to the topic of international marketing in today’s complex, rapidly changing global business environment. Students will focus on key global marketing strategy issues, including customer analysis, competitor analysis and company analysis, as well as gain an appreciation of the basic strategic issues involved in segmenting markets, targeting markets and market positioning in the international arena.

Global Marketing Management
Instructors: Rich Ettenson, PhD; Sundaresan Ram, PhD; R. Sukumar, PhD

Developing a global marketing strategy is one thing. Making it a practical, successful reality is another. Global Marketing Management builds on Global Marketing Strategy, focusing on the major tactics and tools used by international marketers in managing their global marketing plans. Students will learn how product development, pricing strategies, marketing communications and distribution management all work together to take a marketing strategy from concept to reality and how to adapt to changes in the continually evolving global marketplace.

Global Brand Management
Instructors: Rich Ettenson, PhD; Sundaresan Ram, PhD

The concept of "brand" is one of the most emphasized in marketing today. Building and managing a successful brand in the international arena is potentially the most challenging and rewarding endeavor an organization can undertake. A strong brand communicates directly with consumers and often takes on a life and momentum of its own, allowing companies to successfully introduce new products and enter new markets. Strong brands are evident in successful companies such as Volkswagen, HP, Canon, Southwest Airlines and Caterpillar. In Global Brand Management, students will explore brand-product strategies and learn the key steps of the analytical process to help grow a brand globally. Students will learn to define measurable brand objectives and develop strategies to promote brand usage, while focusing on three key “hot button” areas of management decision making in today’s international marketplace: Global Product Development, Global Services Marketing and Global Brand Management.

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