Course Description

This dynamic and comprehensive course, "Global Brand Strategy for Product Managers," is designed to equip product managers with the essential skills and knowledge needed to navigate the complex landscape of global markets in today's rapidly changing business environment. Drawing on insights from the ANM course series, this course offers a deep dive into the strategies, techniques, and tools necessary to build powerful brand purpose and equity on both global and regional scales.

What Students Will Learn

• Advanced market analysis techniques for global and regional contexts
• Strategies for adapting brand positioning in diverse market conditions
• Effective customer analysis and marketing for global products
• Techniques for leveraging integrated value chains across major manufacturing/demand hubs
• Methods for developing strong brand identities that resonate across cultures
• Strategies for navigating regulatory environments and market dynamics
• Innovative approaches to product development and brand expansion
• Techniques for maintaining brand consistency while adapting to local markets

Prerequisites

While there are no specific prerequisites listed, students would benefit from:

• Basic understanding of marketing and branding concepts
• Familiarity with product management principles
• Interest in global markets and international business

Course Coverage

• Global market dynamics and their impact on brand strategy
• Brand positioning in competitive and regulated markets
• Customer insights across diverse cultures
• Integrated global marketing strategies
• Leveraging economic diversity for brand differentiation
• Innovative tools for market analysis (JTBD, BMC)
• Value network exploration and expansion
• Cross-border brand messaging
• Building and leveraging ecosystems for content marketing
• Strategic partnerships for global success
• Technology integration for brand expansion
• Maintaining brand consistency across borders
• Organizational design for global growth
• Overcoming market challenges in international expansion

Who This Course Is For

• Product managers looking to expand their skills in global markets
• Marketing professionals seeking to understand international brand strategy
• Entrepreneurs planning to take their brands global
• Business students interested in international marketing and product management
• Professionals in NGOs, government, and commercial entities working on global initiatives

Real-World Applications

Graduates of this course will be well-equipped to:

• Develop and implement effective global brand strategies
• Navigate complex international markets and regulatory environments
• Create marketing campaigns that resonate across diverse cultures
• Identify and capitalize on opportunities in emerging markets
• Build and manage strategic partnerships with international stakeholders
• Adapt products and services for different regional markets
• Leverage new technologies to enhance brand presence and customer experience globally
• Design organizational structures that support international growth and innovation

Syllabus