Program Overview
This online International Marketing Management program equips students with the latest marketing trends and tools while developing their intercultural and Agile skills. They'll learn to craft strategic global expansion plans, enhance their marketing decision-making process, and apply cutting-edge Agile methodologies and innovation in marketing. Through collaboration with Harvard Business Publishing Education, students gain access to exclusive courses and professional development opportunities.
Program Outline
Degree Overview:
The online International Marketing Management program is designed to equip students with the latest tools and trends in the marketing sector, while developing the soft skills necessary to adapt to international contexts. The program focuses on developing strategic and operational global expansion plans. Students will explore the nuances of foreign markets, participate in exclusive sessions with real-world experts, and learn to conduct market research to make informed decisions. The program emphasizes intercultural knowledge and Agile methodologies like Scrum, Kanban, Extreme Programming, and Lean, enabling students to elevate their company's strategy, implement business innovation, and become drivers of change in the marketing world.
Objectives:
- Gain a comprehensive understanding of marketing, encompassing strategic, operational, and marketing mix aspects.
- Master the fundamentals of marketing for developing international expansion plans.
- Enhance marketing and business decision-making processes.
- Understand the key pitfalls of decision-making and learn effective mitigation strategies.
- Develop skills for interacting in multicultural teams and international matrix organizations.
- Incorporate best practices and cutting-edge trends in applied marketing innovation.
- Exposure to Agile project management philosophy to streamline marketing and communication project management in line with best practices.
- Master the fundamentals of communication in international settings.
Outline:
Module 1: Globalization and Development of Digital Marketing
- Introduction
- Globalization as the Origin of International Marketing
- Competing in International Markets
- Global Market Research
- Models for Entering Global Markets
- Global Marketing Mix Management
- Global Market Development
- Epilogue
Module 2: Strategic Marketing Decision-Making
- Introduction
- Levels of Marketing Management and Decision-Making
- Origin and Evolution of the Decision-Making Process
- Defining the Decision-Making Process
- Limitations in Decision-Making
- Irrationality in Decision-Making
- Heuristics and Biases in Marketing Decision-Making
- Confusion Between Correlation and Causality or Myopia in Decision-Making
- Traps in the Strategic Marketing Decision-Making Process
- Methodology for Optimizing Strategic Marketing Decision-Making
- Epilogue
Module 3: Communication Strategies in International Environments
- Introduction
- Cultural Intelligence
- Enhancing Cultural Intelligence
- Cultural Intelligence Profiles in Marketing Executives
- Cultivating Your Cultural Intelligence
- Communication in International Environments
- Tactics for Effective Communication in a Second Language in International Environments
- Epilogue
Module 4: Agile for Marketing and Communication
- Introduction
- Agile Philosophy for Marketing and Communication
- The Revolution of Programmers
- From Philosophy to Methodology
- Scrum for Marketing and Communication
- Kanban for Marketing and Communication
- Extreme Programming
- Lean Values Extrapolated to Marketing Project Management
- From Methodologies to Agile Implementation
- The Pillars of Effective Agile Implementation
Module 5: Innovation Applied to Marketing
- Introduction
- Definition of Marketing Innovation
- The Pillars of Marketing Innovation
- The Framework of Marketing Innovation
- Justification for Marketing Innovation
- The Impact of Marketing Innovation on Companies
- The Path to Marketing Innovation
- Epilogue
Teaching:
- Flexible Learning: The program is 100% online, allowing students to learn at their own pace.
- Expert Masterclasses: Students can attend live masterclasses with successful professionals and leading speakers.
- Expert Faculty: The program is taught by faculty who combine teaching with professional practice, bringing the latest trends and methodologies to the classroom.
- Personal Tutor: Students receive personalized guidance and support from a dedicated tutor throughout the program.
- Professional Practices: Students can inquire about internship opportunities through the program's partnerships.
- Harvard Business Publishing Education Collaboration: The program includes two Harvard courses:
- Course on Planning and Executing Strategies: Focuses on strategic planning processes, evaluating action plan execution, and rewarding successful outcomes.
- Course on Business Plan Development: Covers the content of a business plan and how to create a compelling presentation that attracts and secures approval.
Careers:
- Potential Career Paths:
- Product Manager
- Marketing Manager
- Communication Manager
- E-commerce Director
- Account Manager
- B2B Marketing Strategist
- Global Marketer
- Sales Analyst
- Export Manager
- Foreign Trade Consultant
- Companies Where Graduates Work:
- The program highlights that graduates work in companies like:
Other:
- CENET Club: Students can join the CENET Club, a space for networking and sharing projects and ideas.
200€total