PG Diploma in Global Marketing: Local, National & International Marketing Strategy
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Programme Number 135 - Global Marketing: Local, National and International Marketing, Strategic Plan and Implementation, Leading to Postgraduate Diploma in Global Marketing. Leading to Postgraduate Diploma in Global Marketing: Local, National and International Marketing Strategy. Contents include Global Marketing, International Marketing, Strategic Plan, Capturing Customer Value, Deconstructing Marketing, Understanding the Marketplace, Customer Needs, Designing a Customer-Driven Marketing Strategy, Preparing an Integrated Marketing Plan, Customer Relationships, Capturing Value, Marketing Landscape, Companywide Strategic Planning, Marketing’s Role, Business Portfolio, Planning Marketing, Marketing Strategy, Marketing Mix, Marketing Effort, Marketing Investment, Marketing Environment, Macro-environment, Demographic Environment, Economic Environment, Natural Environment, Technological Environment, Political and Social Environment, Cultural Environment, Marketing Information, Marketing Research, Marketing Dynamics, Customer and Client – Driven Value, Orientation and Strategy, Buyer Behaviour, Consumer Markets, Consumer Behavior, Consumer Behavior, Buyer Decision, New Products, Business Markets, Business Buyer, Behavior, E-Procurement, Customer-Driven Marketing Strategy, Creating Value, Target Customers, Market Segmentation, Differentiation and Positioning, Service Decisions, Services Marketing, Branding Strategy, Strong Brands, Developing New Products, Product Life Cycle, New-Product Development Strategy, New-Product Development Process, Product Life-Cycle Strategies, Product Decisions and Social Responsibility, International Product and Services Marketing, Understanding the Marketing Process, Marketing Planning Process, Marketing Audit, Product Audit, Marketing Objectives, Integrated Marketing Communications Plan, Sales Plan, Pricing Plan, Multichannel Plan, Route to Market, Customer Relationship Management Plan, Implementation Issues in Marketing Planning, Measuring the Effectiveness of Marketing Planning, Step-by-Step Marketing Planning System.


Programme Number 135 - Global Marketing: Local, National and International Marketing, Strategic Plan and Implementation, Intensive Full-Time {3 Months (5 Days or 30 credit Hours Per Week)}  Programme, Leading to Postgraduate Diploma in Global Marketing: Local, National and International Marketing Strategy


Programme Co-ordinator:        

Prof. Dr. R. B. Crawford is Programme Coordinator. He is the Director of HRODC Postgraduate Training Institute, A Postgraduate-Only Institution. He has the following Qualifications and Affiliations:

Doctor of Philosophy {(PhD) {University College London (UCL) - University of London)};

MEd Management (University of Bath);

Postgraduate (Advanced) Diploma Science Teacher Ed. (University of Bristol);

Postgraduate Certificate in Information Systems (University of West London, formerly Thames Valley University);

Diploma in Doctoral Research Supervision, (University of Wolverhampton);

Teaching Certificate;

Fellow of the Institute of Management Specialists;

Human Resources Specialist, of the Institute of Management Specialists;

Member of the Asian Academy of Management (MAAM);

Member of the International Society of Gesture Studies (MISGS);

Member of the Standing Council for Organisational Symbolism (MSCOS);

Member of ResearchGate;

Executive Member of Academy of Management (AOM). There, his contribution incorporates the judging of competitions, review of journal articles, and guiding the development of conference papers. He also contributes to the Disciplines of:

Human Resources;

Organization and Management Theory;

Organization Development and Change;

Research Methods;

Conflict Management;

Organizational Behavior;

Management Consulting;

Gender & Diversity in Organizations; and

Critical Management Studies.

Professor Dr. Crawford has been an Academic in the following UK Universities:

University of London (Royal Holloway), as Research Tutor;

University of Greenwich (Business School), as Senior Lecturer (Associate Professor), in Organisational Behaviour and Human Resource Management;

University of Wolverhampton, (Wolverhampton Business School), as Senior Lecturer (Associate Professor), in Organisational Behaviour and Human Resource Management;

London Southbank University (Business School), as Lecturer and Unit Leader.

His responsibilities in these roles included:

Doctoral Research Supervisor;

Admissions Tutor;

Postgraduate and Undergraduate Dissertation Supervisor;

Programme Leader;

Personal Tutor.


For Whom This Programme is Designed

This Programme is Designed For:

·         Marketing Executives;

·         Product Designers;

·         Relationship Managers;

·         Customer Service Managers;

·         Client Service Managers;

·         Marketing Researchers;

·         Sales Managers;

·         Sales Executives;

·         Corporate Directors;

·         Divisional Directors;

·         Marketing Lecturers;

·         Marketing Consultant;

·         Brand Managers;

·         Life Cycle Specialists;

·         All others interested in ensuring that there is a high rate of return on Marketing Investment.



Intensive Full-Time {3 Months (5 Days or 30 credit Hours Per Week)} or


Cost:  £45,000.00 Per Student               


The programme cost does not include living accommodation. However, students and delegates are treated to the following:

·         Free Continuous snacks throughout the Event Days;  

·         Free Hot Lunch on Event Days;                           

·         Free City Tour;             

·         Free Stationery;                               

·         Free On-site Internet Access;

·         HRODC Postgraduate Training Institute’s   Diploma – Postgraduate; or

·         Certificate of Attendance and Participation – if unsuccessful on resit.


HRODC Postgraduate Training Institute’s Complimentary Products include:


·         HRODC Postgraduate Training Institute’s Leather Conference Folder;

·         HRODC Postgraduate Training Institute’s Leather Conference Ring Binder/ Writing Pad;

·         HRODC Postgraduate Training Institute’s Key Ring/ Chain;

·         HRODC Postgraduate Training Institute’s Leather Conference (Computer – Phone) Bag – Black or Brown;

·         HRODC Postgraduate Training Institute’s 8GB USB Flash Memory Drive, with Course/ Programme Material;

·         HRODC Postgraduate Training Institute’s Metal Pen;

·         HRODC Postgraduate Training Institute’s Polo Shirt.


Location:  Central London and International Locations


 Click to Book this Programme


Programme Number 135 - Global Marketing: Local, National and International Marketing, Strategic Plan and Implementation, Intensive Full-Time {3 Months (5 Days or 30 credit Hours Per Week)}  Programme, Leading to Postgraduate Diploma in Global Marketing: Local, National and International Marketing Strategy.




Course #

Module Title

Credit Value



Marketing Dynamics: Effective Customer and Customer-Driven Value, Orientation and Strategy (1)




Marketing Dynamics: Effective Customer and Customer-Driven Value, Orientation and Strategy (2)




Marketing Dynamics: Effective Customer and Customer-Driven Value, Orientation and Strategy (3)




Marketing Dynamics: Effective Customer and Customer-Driven Value, Orientation and Strategy (4)




International Marketing: Examining the Concept of Marketing within the Context of Global Marketplace




E-Marketing: The Role of Digital Media within the Marketing Function




Strategic Brand Management: An International Perspective




Marketing Plan Preparation



Programme Contents, Concepts and Issues



Module 1

Marketing Dynamics:

Effective Customer and Client-Driven Value, Orientation and Strategy (1)



M1 - Part 1: Marketing: Creating and Capturing Customer Value


Defining and Deconstructing Marketing;

Understanding the Marketplace and Customer Needs;

Designing a Customer-Driven Marketing Strategy;

Preparing an Integrated Marketing Plan and Program;

Building Customer Relationships;

Capturing Value from Customers;

The Changing Marketing Landscape.



M1 - Part 2: Company and Marketing Strategy: Partnering to Build Customer



Companywide Strategic Planning: Defining Marketing’s Role;

Designing the Business Portfolio;

Planning Marketing: Partnering to Build Customer;


Marketing Strategy and the Marketing Mix;

Managing the Marketing Effort;

Measuring and Managing Return on Marketing Investment.


M1 - Part 3: Analysing the Marketing Environment


The Company’s Microenvironment;

The Company’s Macro-environment;

Demographic Environment;

Economic Environment;

Natural Environment;

Technological Environment;

Political and Social Environment;

Cultural Environment;

Responding to the Marketing Environment.



M1 - Part 4: Managing Marketing Information to Gain Customer Insights


Marketing Information and Customer Insights;

Assessing Marketing Information Needs;

Developing Marketing Information;

Marketing Research;

Analyzing and Using Marketing Information;

Other Marketing Information Considerations.



Module 2

Marketing Dynamics: Effective Customer and Client – Driven Value, Orientation and Strategy (2)



M2 - Part 1: Understanding Consumer and Business Buyer Behaviour


Consumer Markets and Consumer Buyer Behavior;

Model of Consumer Behavior;

Characteristics Affecting Consumer Behavior;

The Buyer Decision Process;

The Buyer Decision Process for New Products;

Business Markets and Business Buyer Behavior;

Business Markets;

Business Buyer Behavior;

The Business Buying Process;




M2 - Part 2: Customer-Driven Marketing Strategy: Creating Value for Target



Customer-Driven Marketing Strategy;

Market Segmentation;

Market Targeting;

Differentiation and Positioning.


M2 - Part 3: Products, Services, and Brands: Building Customer Value


What is a Product?;

Product and Service Decisions;

Services Marketing;

Branding Strategy: Building Strong Brands.


M2 – Part 4: Developing New Products and Managing the Product Life Cycle


New-Product Development Strategy;

The New-Product Development Process;

Managing New-Product Development;

Product Life-Cycle Strategies;

Product Decisions and Social Responsibility;

International Product and Services Marketing.



Module 3

Marketing Dynamics: Effective Customer and Client – Driven Value, Orientation and Strategy (3)



M3 - Part 1: Pricing: Understanding and Capturing Customer Value


What is a Price?;

Customer Perceptions of Value;

Company and Product Costs;

Other Internal and External Considerations Affecting Price Decisions;

New-Product Pricing;

Product Mix Pricing;

Price-Adjustment Strategies;

Price Changes.



M3 - Part 2: Marketing Channels: Delivering Customer Value


Supply Chains and the Value Delivery Network;

The Nature and Importance of Marketing Channels;

Channel Behavior and Organization;

Channel Design Decisions;

Channel Management Décisions;

Marketing Logistics and Supply Chain Management.



M3 - Part 3: Retailing and Wholesaling



Retailer Marketing Decisions;

Retailing Trends and Developments;



M3 - Part 4: Communicating Customer Value: Advertising and Public Relations


The Promotion Mix;

Integrated Marketing Communications;


Setting Advertising Objectives;

Setting the Advertising Budget;

Developing Advertising Strategy;

Evaluating Advertising Effectiveness and Return on Advertising Investment;

Other Advertising Considerations’;

Public Relations;

Major Public Relations Tools.



Module 4

Marketing Dynamics:

Effective Customer and Client – Driven Value, Orientation and Strategy (4)



M4 - Part 1: Communicating Customer Value: Personal Selling and Sales



The Nature of Personal Selling;

The Role of the Sales Force;

Managing the Sales Force;

The Personal Selling Process;

Sales Promotion.




M4 - Part 2: Direct and Online Marketing: Building Direct Customer



Growth and Benefits of Direct Marketing;

Customer Databases and Direct Marketing;

Forms of Direct Marketing;

Online Marketing;

Setting up an Online Marketing Presence;

The Promise and Challenges of Online Marketing;

Public Policy Issues in Direct Marketing.


M4 - Part 3: The Global Marketplace


Looking at the Global Marketing Environment;

Deciding Whether to Go Global;

Deciding Which Markets to Enter;

Deciding How to Enter the Market;

Deciding on the Global Marketing Program;

Deciding on the Global Marketing Organization



M4 - Part 4: Sustainable Marketing Social Responsibility and Ethics


Sustainable Marketing;

Social Criticisms of Marketing;

Consumer Actions to Promote Sustainable Marketing;

Business Actions Toward Sustainable Marketing;

Marketing Ethics;

The Sustainable Company.



Module 5

International Marketing



M5 - Part 1: International Marketing: An Overview


Introduction to International Marketing: Identifying its Scope and Challenges:

The Internationalization of Business;

Defining International Marketing;

The International Marketing Task;

Importance of Environmental Adjustments;


Becoming International;

International Marketing Orientations;

Globalisation of Markets;

Global Awareness Development;

Basics of International Marketing.

 Understanding the Dynamics of International Markets:

The Twentieth Century;

The Concept of Balance of Payment;


Trade Restrictions.


M5 - Part 2: The Influence of Culture in International Marketing


Towards Cultural Understanding:

Geography and International Markets;

Geography, Nature and International Trade;

World Trade Routes;

Historical Perspective on International Market.

 Examining the Cultural Dynamics in International Marketing:

Cultural Knowledge;

Elements of Culture;

Cultural Change;

Planned Cultural Change;

Effects of Innovation.

 Determining the Business Customs and Practices in International Marketing:

Organisational Adaptation;

Looking into Different Business Practices;

Business Ethics.

 Coping with the International Political and Legal Environment:

Political Environments;

Political Risks;

Encouraging Foreign Investments;

Assessing Political Vulnerability;

Reducing Political Vulnerability;

Legal Environments;

Legal Remedy in the Resolution of International Disputes;

Protecting Intellectual Property Rights;

Commercial Law within Countries;

Legal Environment of the European Union.

 Conducting International Marketing Research:

Breadth and Scope of International Marketing Research;

The Research Process;

Responsibility for Conducting Marketing Research;

Estimating Marketing Demand;

Multinational Marketing Information System.

 Analysing the Emerging Markets and Market Behaviour:

Marketing and Economic Development;

Marketing In a Developing Country;

Emerging Markets;

Innovating Marketing Behaviour and Market Segmentation.

 Multinational Market Regions and Market Groups:

The Concept of La raison d’etre;

Patterns of Multinational Cooperation;

Global Market and Multinational Market Groups;

Future Multinational Market Groups;

Strategic Implications for Marketing.

 M5 - Part 3: Formulating Effective International Marketing Strategies and

Developing a Plan


International Marketing Strategies:

International Marketing Management;

Competition in the Global Marketplace;

Formulating International Marketing Strategies;

Strategic Planning.

Developing International Market Entry Strategies:

Why Engage In Global Marketplace?;

Market Servicing Strategies;

Assessing Market Opportunity;

Selecting a Country;

Strategic International Alliances;

Market Entry Strategies.

 Exporting, Managing and Logistics Regulations and Restrictions:

Exporting and Importing, Regulations and Restrictions;

Custom-Privileged Facilities;

Required Export Documents;

Terms of Sales;     


The Foreign-Freight Forwarders.

 Developing Consumer Products for International Markets:

International Markets and Product Development;

The Link between Products and Culture;

Product Life Cycle and Adaptation;

Examining Products for Adaptation;

Quality Products.

 Marketing Industrial Products and Business Services:

The Industrial Product Market;

Attributes of Product Quality;

Relationship Marketing;

Promoting Industrial Products;

Marketing Services Globally.

 The International Distribution System:

International Advertising;

Challenges of International Marketing;

Media Planning and Analysis;

Sales Promotion;

International Advertising and the Communication Process;

The Advertising Agency;

International Control of Advertising.

 Personal Selling and Negotiations in International Markets:

Selling In International Markets;

International Sales Force Recruitment;

Cross-Cultural Negotiations.

 Price-Determinants in International Markets:

Pricing Policy;

Factors Influencing International Pricing;

Administered Pricing;

Transfer Pricing;

Dumping Price Quotations;

Countertrade as Pricing Tool.


 M5 - Part 4: Ethical, Financial and Management Issues in International



Ethics and Social Responsibility:

Ethical Environment;

Defining Social Responsibility;

Ethics and International Marketing;

Ethical Behaviour in International Marketing.

 How to Finance and Manage the International Marketing Operations:

Capital Needs for International Marketing;

Sources of Government Funds for International Marketing;

Financial Risk and Risk Management;

Managing Financial Risk;

Marketing and Organisation;

Issues Influencing a Structure;

The Changing Profile of the International Manager;

Managing International Personnel;

Non-Western Management Style.



Module 6

E-Marketing: The Role of Digital Media within the Marketing Function



M6 - Part 1: Overview of Marketing


Benefits and Risks of E-Marketing;

Business-To-Consumer (BC2);

Business-To-Business (B2B);

Customer-To-Business (C2B);

Customer-To-Customer (C2C);

E-Business vs. E-Commerce vs. E-Business;

Poor E-Marketing;

Objectives of E-Marketing;

Introduction to E-Strategy;

E-marketing Tactics, Actions and Control.



M6 - Part 2: The Concept of Remix


Introduction to Remix;

Defining Marketing Mix;

Beyond The Mix;






Physical Evidence;




M6 - Part 3: Developing E - Models


Introduction to E-Models;

New Models;

E-Marketplace Models;

Online Revenue Models;

Digital Communications Models;

Models for Assessing Online Communication Effectiveness;

Web 2.0 and Social Network Models;

Customer Buying Models;

Customer Information Processing;

Loyalty Models.



M6 - Part 4: Dealing with E-Customers


Introduction to E-Customers;



Fears and Phobias;

The Online Buying Process;

Online Information Processing;

Online Relationships and Royalty;

Communities and Social Networks;

Customer Profiles;

Researching the Online Customer;

The Post-PC Customer.



M6 - Part 5: Selecting Available E-Tools


Introduction to E-Tools;

Technology Development and Customer Impact;

Interactive Digital TV;

Digital Radio;

Mobile Devices;

Interactive Self-Service Kiosks;

Miscellaneous Tools;

Repurposing Content;


Integrated Campaign.



M6 - Part 6: Engineering Website Design


Introduction to Website Design;

Integrated Design;

Online Value Preposition;

Customer Orientation;

Dynamic Design and Personalisation;


Page Design;


Navigation and Structure;



M6 - Part 7: The Concept of Traffic Building


Introduction to Traffic Building;

Search Engine Marketing;

Online PR;

Online Partnership;

Interactive Advertising;

Opt-In E-Mail;

Viral Marketing;

Offline Traffic Building;





M6 - Part 8: Establishing E-Customer Relation Management (CRM)


Introduction to CRM;

Relationship Marketing;

Database Marketing;




E-Mail Marketing;

Control Issues;

Cleaning Database.



M6 - Part 9: Engaging in E-Business


Introduction to E-Business;

E-Business Architecture;

An E-Business Value Framework;

Buy-Side Applications;

In-Side Applications;

Clearing the E-Business;

E-Business Security;

E-Business Success Criteria;

E-Business Failure Criteria.



M6 - Part 10: Conducting E-Planning


Introduction to E-Marketing Planning;

Situation Analysis;










Module 7

Strategic Brand Management: An International Perspective



M7 - Part 1: Overview of Brand Management


Defining Brand;

Brands vs. Products;

Levels of Meaning for a Product;

Importance of Brands to Consumers;

Risk Reduction in Product Decisions;

Importance of Brands to Firms;

What Can Be Branded?;

Branding a Commodity: An Example;

What is branded?;

Source of Brands Strength;

Brand Management: Importance;

What are the strongest brands?;

Branding Challenges and Opportunities;

The Brand Equity Concept;

Strategic Brand Management;

Strategic Brand Management Process.



M7 - Part 2: Understanding Customer Based Brand Equity



Brand Equity as a “Bridge”;

Making a Brand Strong;

Brand Equity: Sources;

Brand Awareness Advantages;

Establishing Brand Awareness;

Creating a Positive Brand Image;

Steps in Brand Building;

Customer’s Frequently Asked Questions about Brand;

Customer-Based Brand Equity Pyramid;

Sub-Dimensions of CBBE Pyramid;

Salience Dimensions;

Importance of Depth and Breadth;

Product Category Structure;

Performance Dimensions;

Imagery Dimensions;

Judgment Dimensions;

Feelings Dimensions;

Resonance Dimensions;

Customer-Based Brand Equity Model;

Identifying the Key Drivers of Brand Equity;

Implications of Brand Building;

Developing Customer Value;

Is A Company Consumer-Centric?;

Customer Relationship Management (CRM);

Understanding Customer Equity;

Customer Equity vis-à-vis Brand Equity.



M7 - Part 3: Brand Positioning and Values


Brand Positioning;

Determining a Frame of Reference;

Target Market;


Criteria for Segmentation;

Nature of Competition;

Points-of-Parity (POP) and Points-of-Difference (POD);

Brand Positioning Guidelines;

Defining and Communicating the Competitive Frame of Reference;

Selecting POP’s & POD’s;

Attribute and Benefit Trade-offs;

Strategies to Reconcile Attribute and Benefit Trade-offs;

Core Brand Values;

Brand Mantras;

Designing the Brand Mantra;

Internal Branding;

Brand Audit:



Brand Inventory;

Brand Exploratory;

Brand Audit Outline: Suggested.



M7 - Part 4: Selecting the Proper Brand Elements


Developing Customer-Based Brand Equity;

Criteria for Choosing Brand Elements;

Tactics for Brand Elements;

Brand Names;

Guidelines in Brand Naming;

Brand Naming Procedures;


Logos and Symbols;



Classic Slogans;



Packaging and Its Influence to:




A Person’s Use of Product.

Combining all the Brand Elements.


M7 - Part 5: Effective Marketing Programs Design


Marketing Programs;

Marketing: New Perspective;

Implications for the Practice of Brand Management;

Integrating Marketing Programs and Activities;

Personalizing Marketing;

Personalizing Marketing Approaches:

One-to-one Marketing:

Competitive Rationale;

Consumer Differentiation;

Key Steps.

Experiential Marketing;

Permission Marketing:


Reconciling the Marketing Approaches;

Integrating the Brand Into Supporting Marketing Programs;

Product Strategy;

Pricing Strategy;

Channel Strategy;

Channel Design;

Push and Pull Strategies;

Channel Support;

Web Strategies.


M7 - Part 6: The Role of Marketing Communications in Building Brand Equity


Defining Marketing Communications;

The New Media Environment;

Simple Test for Marketing Communications;

Information Processing Model of Communications;

Marketing Communications Options;


Ideal Ad Campaign;

Advertising Categories;


Event Marketing;

Event Sponsorship;

Public Relations and Publicity;

Personal Selling;

Integrated Marketing Communications (IMC);

Developing IMC Programs;

Evaluating IMC Programs;

IMC Audience Communication Option Overlap;

Guidelines on Marketing Communication.



M7 - Part 7: Controlling Secondary Brand Knowledge


Leveraging Secondary Associations;


Ingredient Branding;


Celebrity Endorsement;

Sporting, Cultural, or Other Events;

Third-Party Sources.



M7 - Part 8: Developing a Brand Equity Measurement and Management System


The New Accountability;

The Brand Value Chain;

Value Stages;


Brand Equity Measurement System;

Brand Equity Measurement System;

Designing Brand Tracking Studies;

Understanding Tracking;

Conducting Tracking Studies;

Brand Equity Management System;

Brand Equity Charter;

Brand Equity Charter Components;

The Knicks Brand Charter;

Brand Equity Report;

Brand Equity Responsibilities.



M7 - Part 9: Quantifying Sources of Brand Equity


Qualitative Research Techniques;

Free Associations;

Projective Techniques;

Zaltman Metaphor Elicitation Technique (ZMET);

Brand Personality and Values;

Key Brand Personality Associations;

Experiential Methods;

Quantitative Research Techniques;



Brand Responses;

Brand Relationships;

Comprehensive Models of Customer-Based Brand Equity;

Brand Dynamics;

Equity Engines;

Building Brands: How?;

Two-Dimensional Framework for Diagnosing Brands.



M7 - Part 10: Analysing the Outcome of Brand Equity


Measuring Brand Equity;

Comparative Methods;

Brand-Based Approaches;

Marketing-Based Approaches;

Conjoint Analysis;

Holistic Methods;

Residual Approaches;

Valuation Approaches;

Accounting Background;

Historical Perspectives;

General Approaches;

Interbrand’s Brand Valuation.



M7 - Part 11: Designing and Implementing Branding Strategies


Branding Strategy;

Branding Strategy or Brand Architecture;

The Role of Brand Architecture;

Brand-Product Matrix;

Product Line;

Product Mix;

Brand Mix;

Breadth of a Branding Strategy;

Depth of a Branding Strategy;

Designing a Brand Portfolio;

Brand Roles in the Portfolio;

Brand Hierarchy;

Corporate Brand Equity;

Family Brands;

Individual Brands;


Corporate Image Dimensions;

Brand Hierarchy Decisions;

Hierarchy Levels;

Levels of Awareness and Associations;

Linking Brands at Different Levels;

Linking Brands across Products;

Brand Architecture Guidelines;

Corporate Brand Campaign;

Cause Marketing;

Advantages of Cause Marketing;

Green Marketing;

Crisis Marketing Guidelines.



M7 - Part 12: Introducing and Naming New Products and Brand Extensions


Leverage the Brand;

Brand Extensions;

General Strategies for Establishing a Category;

Advantages of Extensions;

Disadvantages of Extensions;

Customers’ Evaluation of Brand Extensions;

Creating Extension Equity;

Contributing to Parent Brand Equity;

Successful Extensions;

Successful Category Extensions;

Unsuccessful Category Extensions;

Analysing Brand Extension Opportunities;

The Right Time for Brand Extension;

Analysing Brand Extension Opportunities.



M7 - Part 13: Effective Brand Management


Managing Brands over Time;

Reinforcing Brands;

Revitalizing Brands;

Strategies to Revitalize Brands;

Expanding Brand Awareness;

Improving the Brand Image;

Entering New Markets;

Adjustments to Brand Portfolio.



M7 - Part 14: Managing Brands over Geographic Boundaries and Market



Regional Market Segments;

Other Demographic and Cultural Segments;

Global Marketing Programs:



Standardization vs. Customization;

Global Brand Strategy;

Developing a Global Brand;

Global Customer-Based Brand Equity;

Core Brand Building Blocks;

Questions for Global Branding Positioning;

Building Global Customer-Based Brand Equity.


M7 - Part 15: Miscellaneous Topics


Brand Knowledge Structure;

Customer-Based Brand Equity Framework: Summary;

Tactical Guidelines;

Building Brand Equity Guidelines;

Importance of Complementarity and Consistency;

Measuring Brand Equity Guidelines;

Managing Brand Equity Guidelines;

Characteristics of Strong Brands Managers;

Industrial and B2B Branding;

High-Tech Branding Guidelines;

Service Branding Guidelines;

Branding Retailers Guidelines;

Small Business Branding Guidelines;

Online Branding Guidelines;

Future Brand Priorities;

Developing Brand Equity;

Measuring Brand Equity;

Brand Equity Management;

Achieving Marketing Balance.



Module 8

Marketing Plan Preparation


Understanding the Marketing Process;

The Marketing Planning Process: 1 The Main Step;

The Marketing Planning Process: 2 Removing the Myths;

Completing the Marketing Audit: 1 The Customer and Market Audit;

Completing the Marketing Audit: 2 The Product Audit;

Setting Marketing Objectives and Strategies;

The Integrated Marketing Communications Plan;

The Sales Plan;

The Pricing Plan;

The Multichannel Plan: The Route to Market;

The Customer Relationship Management Plan;

Implementation Issues in Marketing Planning;

Measuring the Effectiveness of Marketing Planning;

A Step-by-Step Marketing Planning System.


Conclusion of Information Specific to  Programme Number 135 - Global Marketing: Local, National and International Marketing, Strategic Plan and Implementation, Intensive Full-Time {3 Months (5 Days or 30 credit Hours Per Week)} Programme, Leading to Postgraduate Diploma in Global Marketing: Local, National and International Marketing Strategy.