Strategic Marketing Management in the Global Context

"Understand your customer, create better value propositions, and establish corporate reputation"

Representative Faculty

Professor Martin Liu

PhD, University of Warwick, UK / Interim Dean / Executive Dean for Zhejiang Provincial Branding Academy / Professor of Marketing and Innovation

Professor Liu worked in Procter & Gamble (P&G) and Unison Marketing Inc. in North America. He also has extensive experience in consulting working alongside multinational companies such as Saatchi & Saatchi, Ogilvy, Atos Origin and Keppel Group as well as governments in both China and Taiwan. He also consults for small and medium companies in consumer markets such as Canada, China, India, Singapore, Taiwan, United Kingdom and the United States.

He currently holds the Associate Fellowship at the University of Warwick and the Chartered Institute of Marketing. Prof. Liu has research expertise in the area of consumer behavior, brand strategy and E-Commerce marketing strategy. His teaching quality has been recognised internationally as he is the recipient of the "Top Teacher Award for Teaching and Learning Excellence" from the Ningbo Government and the Vice-Chancellor’s Achievement Award of UNUK.

    

The objectives of this module is to provide participants with core marketing concepts, with special insights from B2B marketing context. This module facilitates trainees’ understanding of business marketing orientation and value proposition. It also helps trainees to acquire the strategies for segmentation, targeting, positioning. Additionally, we will examine the abovementioned marketing concepts in the global marketing and branding context.

Who should attend

• Marketing managers/staff
• Senior managers/executives
• Overseas business managers

After completion of this module, trainees are expected to develop below knowledge and skills:

• Analyze the essence of market orientation and value proposition
• Appraise the processes of marketing segmentation, targeting and positioning strategies
• Understand what involves in global marketing strategies
• Further firms’ capabilities in branding
• Monitor personal performance and assimilate feedback from others
• Develop reflective thinking
• Develop both intuitive, imaginative thought and the ability to evaluate ideas, processes, experiences and objects in a business environment
• Promote communication and interpersonal skills

• Market orientation and value proposition
• Strategic management of the marketing mix
• Globalization and global marketing strategies
• Banding strategies in a B2B context
• Digital innovation for traditional firms

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