College: Postgraduate Programs Institute

The Global Marketing and Brand Management major focuses on the principles and practices of marketing products and services on a global scale, emphasizing brand strategy, market research, consumer behavior, and international business. Students acquire skills in developing marketing plans, managing brands, conducting market research, understanding cultural differences, and preparing for careers in global marketing, brand management, market research, and related fields.

Learning Objectives:

• Understand the principles of global marketing and brand management.
• Develop skills in market research and consumer behavior analysis.
• Learn brand strategy and management techniques.
• Explore international business and cultural differences.
• Analyze digital marketing and social media strategies.
• Develop critical thinking, problem-solving, and decision-making skills.
• Gain practical experience through projects and internships.

Main Plan:

1. Introduction to Global Marketing - An overview of global marketing principles, history, and industry trends.
2. Market Research and Consumer Behavior - Market research techniques and analyzing consumer behavior.
3. Brand Strategy and Management - Principles of developing and managing strong brand identities.
4. International Business and Cultural Differences - Understanding the impact of cultural differences on global marketing strategies.
5. Digital Marketing and Social Media - Strategies to leverage digital platforms and social media for marketing.
6. Global Marketing Strategies - Developing and implementing marketing plans for international markets.
7. Advertising and Promotion - Techniques for creating and executing advertising campaigns and promotional activities.
8. Product Management - Managing product life cycles from development to launch and maintenance.
9. Pricing Strategies - Principles of determining product and service prices in global markets.
10. Distribution and Supply Chain Management - Managing the distribution of products and services through global supply chains.
11. Portfolio Development - Creating a professional portfolio showcasing global marketing and brand management skills.
12. Practical/Applied Training - Real-world experiences in global marketing agencies, brand management firms, market research companies, or international corporations.
13. Graduation Project - A comprehensive project applying global marketing and brand management skills, such as developing a global marketing plan, managing a brand launch, or conducting a market research study.

Methods of Assessment:

• Analysis of global marketing principles
• Market research and consumer behavior projects
• Brand strategy and management projects
• International business and cultural differences projects
• Digital marketing and social media projects
• Global marketing strategy projects
• Advertising and promotion projects
• Product management projects
• Pricing strategy projects
• Distribution and supply chain management projects
• Portfolio development projects
• Internship reports
• Graduation projects and presentations

Recommended Textbooks:

• "Introduction to Global Marketing"
• "Market Research and Consumer Behavior"
• "Brand Strategy and Management"
• "International Business and Cultural Differences"
• "Digital Marketing and Social Media"
• "Global Marketing Strategies"
• "Advertising and Promotion"
• "Product Management"
• "Pricing Strategies"
• "Distribution and Supply Chain Management"
• "Portfolio Development"

Basic Requirements:

Basic knowledge of marketing principles, business fundamentals, and an interest in global marketing and brand management.

Duration of the Major:

Typically 4 years to obtain a Bachelor's degree in Global Marketing and Brand Management.

Certification:

Graduates can obtain certifications such as:

• Certified Global Business Professional (CGBP)
• Certified Marketing Management Professional (CMMP)
• Google Analytics Individual Qualification (GAIQ)
• Certificates in specific marketing and brand management programs

Target Audience:

Aspiring global marketing managers, brand managers, market researchers, digital marketing specialists, and professionals seeking careers in global marketing agencies, brand management companies, market research firms, international corporations, and related fields. This major provides students with the strategic, analytical, and creative skills needed to excel in global marketing and brand management, supporting careers in various roles within global marketing agencies, brand management companies, market research firms, international corporations, and related fields.