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Global Brand Communication

IMC 623

Course Description

This course examines key issues needed to develop strong global brands by considering past successes and failures in strategy, addressing the importance of knowing local culture in communication and positioning, and discussing emerging issues in brand globalization.


Topics in this course may include:
Introduction to Global Branding
Global Marketing Research
Global Culture and Consumer Behavior
Global Culture and Communication
Global Segmentation and Brand Positioning
Global Entry Strategies
Developing New Products for Global Markets
Brand Strategy in Marketing Products and Services
Brand Strategy for Emerging Markets

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec t to change without notice.