In today's global economy, your marketing team is always on the lookout for new opportunities. In this course, instructor Doug Ladd outlines the core concepts and skills required to expand the reach of your product and service offerings to meet the needs of the new global consumer. Learn how to access and navigate an ever-expanding global market to determine which marketing approach is right for your brand. Gather insights and evaluate prospective opportunities using analytic tools like the PESTEL framework. Along the way, you'll explore your options for global expansion, information gathering, and decision-making, as well as how to address key issues for marketers around the world, including pricing, currency changes, distribution, social media, digital marketing, and more.

Learning objectives

• Analyze the viability of markets outside your home country.
  
• Apply the PESTEL framework to characterize risks and opportunities in different geographic markets.
  
• Strategize on product adaptations and developing new ideas for global markets.
  
• Identify options to access and navigate new geographies.
  
• Assess your marketing components for refinement to reach new markets.
  
• Uncover information sources to inform your global expansion work plan.
  

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