MKT-20/ International Marketing Strategy

3-Day Intensive Course for Marketers, Export Managers & Global Business Professionals

3 Intense Days
7 Hours per Day (Split into two 3.5-hour sessions)

Learning Path Visual

Your journey from local positioning to global marketing execution:

Day 1: Fundamentals of International Marketing Strategy
Explore global market dynamics, analyze international segmentation, and learn how to choose and enter target markets with clarity and precision.

Day 2: Brand, Positioning & Cross-Cultural Strategy
Design competitive positioning across cultures, adapt your brand voice and value proposition, and develop marketing plans that resonate globally.

Day 3: Market Entry, Digital Tactics & Export Success
Master localization, pricing, digital strategy, and international go-to-market execution. Evaluate success using KPIs and manage export marketing risks.

Course Overview

Going global means more than translation — it requires transformation.
This course gives professionals a strategic and actionable approach to building international marketing campaigns that adapt to local realities while staying true to brand identity.

From choosing the right entry strategy to launching integrated global campaigns, you’ll learn how to navigate cross-border customer insights, pricing models, cultural adaptation, and digital ecosystems — all while protecting brand coherence.

You’ll learn how to:

• Analyze international markets and segment global audiences

• Select entry strategies (export, JV, franchise, direct investment)

• Adapt brand messaging for local cultures and buyer behavior

• Build cross-border pricing, channel, and promotion plans

• Launch digital campaigns optimized for regional platforms and channels

• Measure international campaign effectiveness and ROI

• Handle localization, legal, and export marketing compliance

What’s Inside Each Day

Day 1 — Fundamentals of International Marketing Strategy

• Drivers and barriers of international marketing

• Global market research and opportunity mapping

• Segmentation strategies: geographic, demographic, psychographic, behavioral

• Entry strategies: indirect export, direct export, licensing, JV, direct investment

• Country attractiveness and risk matrix

• Workshop: Select a target market and define entry strategy

Focus: Market Intelligence • Entry Strategy • Segmentation

Day 2 — Brand, Positioning & Cross-Cultural Strategy

• Global vs. local brand positioning

• Cross-cultural consumer behavior (Hofstede, Hall, Trompenaars)

• Brand voice and storytelling adaptation

• Glocal marketing: balancing global consistency and local flexibility

• Creating localized value propositions

• Workshop: Reposition an existing product for a new regional market

Focus: Culture • Brand • Adaptation

Day 3 — Market Entry, Digital Tactics & Export Success

• Building go-to-market plans by region

• Localization tactics: language, design, media, and user behavior

• Digital platforms and regional performance channels (e.g., WeChat, Baidu, Meta, WhatsApp, local marketplaces)

• International pricing and channel strategy

• Export marketing compliance, IP, taxes, logistics

• KPIs for global marketing: CAC, ROI, LTV, local market share

• Workshop: Design a launch strategy with campaign and measurement plan

Focus: Execution • Digital • Compliance

Course Goals

By the end of this course, you’ll be able to:

• Research and select high-potential international markets

• Develop adaptable, culture-aware marketing strategies

• Build integrated go-to-market plans for digital and physical channels

• Localize brand and campaign content for regional success

• Measure international performance and optimize accordingly

• Manage the complexity of export marketing operations

Who Should Take This Course?

• Marketing managers expanding products into new markets

• Export and international business professionals

• Brand strategists and product owners supporting cross-border initiatives

• Digital marketers planning geo-targeted campaigns

• Startup founders preparing for global growth

• MBA or master’s students specializing in global business

Class Reference: MKT-20
Form Updated on: 06/17/2025 (Version 1)
Last Modified on: 06/17/2025

Program Note

Includes editable go-to-market templates, international buyer persona worksheets, cross-cultural analysis tools, and global campaign dashboards. Real-world case studies from sectors including consumer tech, fashion, education, and food/beverage.