COMMUNICATION AND GLOBAL BRANDS

This course examines the discipline of global marketing communication, including the environmental factors that enabled global marketing. The course assesses early models of communication management and the current factors that enable global communication programs: the identification of global target audiences; the kinds of products and services that lend themselves to global communication and those that don’t; and the characteristics of leadership brands that are preeminent in global communication today. Students consider how levels of development and cultural values affect communication programs and how local differences can be reflected in global programs. Message creation and the available methods of message distribution are evaluated in the context of current and future trends. Students learn how to approach strategy and develop an integrated, holistic global communication program and how to manage such a program.