Decrease font Decrease font
Decrease font Decrease font
Enlarge font Enlarge font
Enlarge font Enlarge font

Global Marketing Essentials

Strengthen Your Company's Marketing Position

Regardless of your job title, having a solid understanding of the central role of marketing will help your performance and enhance your professional development efforts.

No single course can possibly equip you with all the knowledge, all the tools, and all the techniques you will need in your daily work situation, but this course aims to provide you with the most significant concepts in the exciting and ever-changing world of global marketing.

The goal of this course is to enhance your understanding (and role) in the marketing process. Whether you are new to this field, or an established marketing veteran, you will explore many tools and techniques in this course that will help you in your day-to-day job, no matter if your job responsibilities involve manufacturing, distribution, or some other corporate function. These tools and techniques, ultimately, will help to strengthen your company's market position.

Why Should You Attend

At the completion of the Global Marketing Essentials course, you should be able to achieve the following objectives:

  • Explain the process of marketing and its key functions;
  • Identify the elements of a marketing mix program;
  • Describe the fundamentals of a market orientation;
  • Use a SWOT chart to analyze the internal and external marketing environments;
  • Discuss the importance of marketing resources and show their relationship to company performance;
  • Identify marketing resources that can be used to create value; identify different types of customers;
  • Define a target market using specific market segmentation criteria;
  • Analyze customer purchasing processes;
  • Design a value proposition;
  • Explain the value-based approach to pricing;
  • Describe the process of new product development;
  • Define brand and explain the meaning of brand reality;
  • Describe the importance of brand loyalty;
  • Explain selected elements of an integrated marketing communications program and how these enhance relationships with customers;
  • Evaluate the pros and cons of global account management;
  • Distinguish between in-process and end-result metrics;
  • Select market-based metrics to evaluate performance; and
  • Create an action plan to enhance your knowledge and skills of global marketing essentials.

Program Format

Thunderbird offers independent-study programs featuring some of the same key benefits as our facilitated online programs including 24-hour access, a highly-interactive learning environment and Thunderbird-quality content.

The unique aspects of our self-study online programs include the following:

  • Learning is self-paced
  • Programs are one to three weeks in length
  • Participants spend approximately three hours per week engaged in learning
  • Upon confirmation of registration and payment you will receive access to the course materials for 90 days

Program Price

The cost of this online independent study program is $400.

Contact Us

Joe Patterson
Assistant Vice President, Online Learning
execedonline@thunderbird.edu
Tel: (602) 978-7437
Fax: (602) 439-4851

Toll-free within the U.S.
Tel: (800) 457-6959
Fax: (800) 457-6982

Register for an online program now ►