Global Brand Strategy: Building Meaning in a Connected Marketplace

About

In today’s dynamic marketplace, brands serve as powerful connectors between businesses and consumers across cultures. Global Brand Strategy: Building Meaning in a Connected Marketplace invites participants to explore how brands create, communicate, and sustain value in a global context while navigating cultural differences and emerging technologies.

Built around classic marketing and management theories, the course emphasizes the integration of strategic analysis, brand positioning, and execution. Participants will examine how global brands build value for consumers and the organization. They will also explore how culture shapes consumer perceptions and brand behavior, gaining insights into managing brands effectively across diverse markets.

A key feature of the course is its focus on generative AI as a tool for enhancing creativity and decision-making in brand strategy. Participants will use AI to analyze market opportunities, craft positioning statements, and develop storytelling strategies that resonate globally.

Through lectures, guest speakers, and company visits, participants will experience how branding comes to life in the European and Estonian marketplace. They will apply what they learn in interactive exercises and a capstone project that challenges them to design an integrated global brand strategy.

Global Brand Strategy: Building Meaning in a Connected Marketplace encourages participants to think strategically, act ethically, and communicate creatively. By the end of the course, they will understand how to develop and manage brand strategies that are culturally sensitive, technologically informed, and globally relevant.

Course leader

Don Roy, PhD, is Professor of Marketing at Middle Tennessee State University, USA. He has enjoyed a 30-year career as a marketing educator. Prior to a career in academia, he held positions in department store management, snack food B2B sales, and general manager of a snack food distributorship.

Target group

The course is designed for senior-level students, recent graduates, marketing professionals, entrepreneurs, and individuals interested in developing or advancing their skills in global branding, marketing strategy, and brand communication.

Course aim

The aim of the course is to develop participants’ understanding of global brand strategy by combining marketing theory with practical tools for analysing markets, positioning brands, and creating culturally relevant brand communication in an international context, including the use of generative AI in brand development.

Fee info

Accommodation and meals are not included in the price