Global Marketing: Product, Promotion and Price


This course is intended to give the participants the theory, knowledge, and tools to design effective marketing strategies in the global context. Participants will acquire a deep understanding of the socio-cultural, politico-legal, competitive and economic factors, managerial values and practices that govern international marketing decisions.

The seminar will emphasize strategic and proactive thinking, which is essential for conducting profitable marketing operations worldwide.


Goals and Student Profile


At the end of the course, the participants will be able to:

  • Explain the role of global marketing and strategic commitment to international markets in today’s business world.
  • Integrate an “international mindset” within the organization whereby one looks at world markets as opportunities to build strategic capabilities and competitiveness.
  • Develop a flexible thinking schema that anticipates future trends and shapes today’s organization to confront emerging and future technology, market, and innovation challenges.
  • Integrate local and global market expansion strategies within the firm’s strategic planning, choose market positions, and assess market entry options to sustain a global competitive positioning and strategic flexibility.
  • Describe and evaluate the international product development process and its related strategies: extension, adaptation, and invention.
  • Make product portfolio and competitive decisions: standardization vs. adaptation, differentiation, and product positioning.
  • Calculate contribution and trade margins, breakeven, and sensitivity analysis as it relates to product, market entry, and promotion decisions.
  • Design the company’s global marketing mix operations with a special emphasis in product, pricing, and promotion strategies.


Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.



1.    General Introduction: Instruction, Methodology, and Formation of Groups.

2.    Getting to know you!


1.    Types of Global Marketing Participation.

2.    Different Strategic Roles for Each Country.

3.    Locating Global Activities.

4.    Global Market Expansion.

5.    Generic and Competitive Strategies.

6.    Core Competency, Strategic Trust, Cost Superiority, and Leadership Strategies.

7.    Value Chain, Customer Value, and Positioning Strategies.


1.    Standardization versus Localization.

2.    Reasons for Balancing Adaptation and Standardization.

3.    Tailoring Marketing Mix Elements to Local Markets.

4.    Synergies of Global Standardization.

5.    Building Strategic Flexibility.


1.    Fixed and variable costs.

2.    Trade Margins.

3.    Contribution Margin.

4.    Breakeven Analysis.

5.    Pricing and Profit Sensitivity Analysis.

6.    Cannibalization Analysis.


1.    International Product Decisions.

2.    Standardization versus Adaptation.

3.    Standardization-Adaptation Tradeoff.

4.    Obtaining Competitive Advantage in the Global Market.

5.    Differentiation Strategies. Product Life Cycle Strategies. Brand Positioning and Repositioning.


1.    Gaining a Strategic View of Technology.

2.    Systematic Influence of the EPT (Equipment and Process Technology).

3.    Managerial Knowledge of EPT.

4.    Strategic Implications of the Technology.

5.    Operations Cost Behavior and The Experience Curve.

6.    Core Message of the Experience Curve.

7.    Technology Creation and Utilization.

8.    Theories of Technological Innovation.

9.    Innovation Acceptance Process and Patterns of Innovation.

10.    Approaches to Technology Transfer.

11.    Concurrent Engineering.

12.    Platform Technology, Derive Platforms, Architecture and Design.

13.    Technology Generation.


1.    Product Diffusion and Factors that Affect It.

2.    New Product Development Process.

3.    Product Development Strategic Choices: Extension, Adaptation, and Invention.

4.    Choosing a Brand Name and Branding Strategies for New Markets.

5.    Brand Associations.


1.    Strategic Role of Alliances.

2.    Cooperating for Competitive Advantage.

3.    Adding Product Value and Technological Strength, Enhancing Strategic Growth, Building Marketing Power and Financial Strength.

4.    Types of Alliance.

5.    Choosing Partners and Building Alliances.

6.    Developing Effective Relationships and Organizational Learning.

7.    Disadvantages and Costs of International Collaboration and Acquisitions. Factors Influencing the Choice of the Entry Mode.

8.    Entry and Exit Strategies for Global Competitive Advantage.

9.    Ownership Strategies.

10.  Exports, Licensing. Contractual Arrangements and Investments.


1.    Objectives of Pricing.

2.    Factors Affecting Global Pricing.

3.    Price Coordination across Markets.

4.    Transfer Pricing Considerations and Dumping.

5.    Gray Markets and Controlling Parallel Imports.

6.    Price Escalation and Reducing It.

7.    Price-Setting Under Varying Currency Conditions.

8.    Managing Foreign Exchange Risks.


1.    Global Advertising Paradox: Shared Culture and Brand Global Advertising.

2.    Perception of Global and National Brands.

3.    The Standardization Viewpoint and Factors Influencing It.

4.    Culture and How Advertising Works.

5.    Communication Styles and Information Processing.

6.    Advertising Models.

7.    Communication Model.

8.    The five communication effects: Category Need, Brand Awareness, Brand Attitude, Brand Purchase Intention, Purchase Facilitation. Positioning and Brand Position.

9.    Positioning Statement, Positioning Location, Benefit Emphasis, and Benefit Focus.

10.  Eight Basic Advertising Forms Worldwide.

11.  Advertising Styles: American, British, German, Italian, Spanish, French, and Latin America.


Ph.D. in Marketing and Master?s degree in Marketing and Quantitative Methods, Penn State University. MBA, ESAN. Degree in Industrial Engineering.
More details
His career includes positions at renowned companies in Peru, such as Advertising Director at Grey Advertising, Procter & Gamble, Peru, Brand Manager at Arequipa de Importaciones S.A., Carsa, Peru, and Product Manager at Productos Favel S.A., Peru (AVON). He has provided education and training at different institutions: University of Zagreb, Croatia, School of Business Administration EGADE, Technological Institute of Monterrey, Federal University of Rio Grabde do Norte, Natal, Brasil, Occidente University, Mexico, San Ignacio de Loyola University, Peru. Furthermore, he is the author of articles published in important journals such as Journal of Business and Leadership and Journal of Business to Business Marketing, among others. He is currently Professor of Marketing and Director of the Center for the Study of Innovation Management (CSIM), College of Business at Delaware State University.

Specified time period and Place

Specified time period:  This course has and extension of 30 contact hours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30h. and Saturday  from  9:00 h. to 14:00 h.

Place and Address: Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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1. Theoretical presentations alternated with practical exposure so as to see their relationship with results in business. The interrelation between theory and practice is a methodology in which students must be involved. This methodological issue will be used for both business executives and professionals, and for recent graduates who want to join the same course.

2. Several case studies are sent from those that companies have been facing in real life for students, with the relevant knowledge acquired, to do the analysis between the different lines of action that may arise and choose the one considered more realistic and adjusted to the case. The student should become accustomed to making decisions and understand the implications of them.

3. Case studies and readings will be sent to participants through the virtual campus. At the same time chat forums or debate centres may be created on campus or virtual in which the views of the participants will be contrasted. . These tools will be used by the students to contrast their different points of view.

4. Virtual Campus is a tool that allows a much more fluid relationship between students and teachers at personal and on line level.

5. Teaching the course will take into account how the student intends to apply the knowledge acquired to the final project at the end of the Master.

Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 450 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE


If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.


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