International Marketing Fundamentals – Doug Ladd
International Marketing Fundamentals
By: Doug Ladd
Level: Beginner
Duration: 01h 18m
Released: Nov 19,2020
Description:
Learn how to evaluate international markets and determine the best approaches for marketing your products and services overseas. Author Doug Ladd, an international marketing expert experienced in both emerging and established countries, first charts the rise of the global consumer and the marketer’s roles in international expansions. Doug then explains how to assess foreign markets using the PESTCL framework, and introduces strategies for adapting existing products and developing new ideas for foreign markets.
The course also investigates options for global expansion, such as exporting, licensing, joint ventures, and direct investment, and details how to put together a successful marketing mix using distribution, promotional methods, and translation. Plus, learn where to turn for more information about your specific target markets.
Topics include:
- The rise of the global consumer
- Learning about customers in global markets
- Accessing foreign markets
- Adapting products
- Diversification
- Balancing risks and rewards
Contents:
Introduction
1. The Growing Importance of Global Marketing
2. Is Global Marketing Right for Your Company?
3. Tools to Assess Global Markets
4. Market and Product Development Considerations
5. Options for Global Expansion
6. Resources to Gather Information and Guide Decision Making
7. Marketing Mix Considerations
Conclusion
Author:
Doug Ladd has over 25 years of business experience in marketing, brand management, and sales leadership.
Currently, Doug is a professor of practice and the Executive Entrepreneur in Residence within the Institute for Health Innovation at Northern Kentucky University. In this role, he created and leads the nation’s first graduate program to offer a certificate specifically focused on commercializing health care products and services. He also consults with companies and entrepreneurs, guiding them through all stages of their business. In the corporate world, he was the marketing leader in two successful medical device startup companies and also worked for Fortune 50 companies such as Johnson & Johnson.
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