Welcome to the 477 International Marketing Course.
This course is about Power. It will show how the small can have power in a world of business giants.
In the past, only large companies could successfully consider marketing internationally. Coke, one of the largest, spends 1.5 billion in marketing support. But even for giants like Coke, the challenges of selling a commodity in the global markets have become so great that being large is no longer enough.
Scale and direct power has become so important that we are seeing mergers of Multinationals into Global companies in key fields such as communications, auto manufacturing, banking and chemicals and pharmaceuticals.
Paradoxically, while these mega companies are being formed, small companies, as a group, are the dominant employer and business organization in all communities. New technology is further empowering small businesses. If international markets are so difficult that they demand the scale and resources of mega-corporations, then how can small companies and small places such as PEI go to market internationally?
Is there another way of going to market that does not rely on sheer scale and raw power? There is. We will look at networks, at values and we will look at the ideas behind The Tipping Point. We will look at the "Virus" model for the dissemination of ideas. We will examine the power of selling an "experience" rather than a commodity based on a thing. We will look at the Cluetrain idea that markets are "conversations" and so need to use real language in true relationship.
You will find the Course Outline and Schedule here.
You will find an annotated bibliogrpahy here.
Have fun
4:22:20 PM 
|
