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Global Marketing


The course on Global Marketing is a graduate level course for the Master’s Programme ICT in Business, designed and taught by Prof. Jose M. Faustino, a professor from the Asian Institute of Management. The course will run for 12 sessions over four weeks. The course design of 6 classroom days takes the students through the key success factors in marketing technology-related products and services around the globe, the challenges of diverse cultures, the emergence of technology both as a threat and opportunity for global commerce, the success of truly global brands in developing their brands in varied markets. At the end of the course, the students will sit for a final exam.


The paramount objective of the course is to develop the knowledge and skills of the ICT in Business students on Marketing so that at the end of the course, they will be able to:

  • Scan the markets of the globe and analyze the current and future developments that will impact the marketing of technology-related products and services;

  • Know the importance of innovation, what new product strategy has a chance in the tough global market;

  • Segment the market and identify the Primary Target Market;

  • Analyze the importance of Marketing Research in making Marketing decisions;

  • Devise effective sales promotion and advertising using the new electronic media;

  • Create the right pricing strategy;

  • Realize the importance of culture and the Fifth P in marketing products and services;

  • Establishing a truly global brand, with a unique positioning and brand personality;

  • Creating optimal customer value as competitive strategy