Navigating Global Marketing – Tallinn Summer School

Non-Degree / Dates: 15 – 26 July 2024

In today’s interconnected and rapidly evolving world, the success of any business depends on its ability to traverse the complex waters of global marketing. ‘Brand Voyage: Navigating Global Marketing’ is designed to provide participants with a contemporary understanding of marketing research and branding, as well as owned, paid, and earned media within the global context.

The Strategic Marketing Framework (SMF) serves as the foundation for this course and highlights the intersections of situation analysis, strategy formulation, and marketing execution. The SMF is a critical tool for analyzing, planning, and executing global marketing campaigns while fostering a greater appreciation for the strategic decisions that support successful branding efforts.

Identifying market segments, assessing consumer behavior, and evaluating competition in diverse markets are all vital components of successful global marketing. As such, participants will gain practical insights into marketing research and explore the potential of generative AI to make data-driven decisions and identify emerging trends and opportunities in international markets.

This course also emphasizes that branding is more than just a logo; it’s the heart and soul of any successful venture. Participants will learn how to craft compelling stories about products and services that resonate with international markets. Personal branding, a vital skill in today’s competitive landscape, will be highlighted and participants will examine how to cultivate a unique identity for their own brands.

As the digital age has transformed our world, it has become critical for all organizations — from small businesses to multinational corporations to non-profits — to understand how to leverage owned, paid, and earned media to develop successful branding efforts. Throughout this course, participants will be exposed to examples of creative media from around the globe that will inspire them to think differently about the possibilities of marketing. Additionally, participants will consider the importance of critical analysis, sustainability, and corporate social responsibility to gain an understanding of how ethical marketing can be a competitive advantage in today’s dynamic marketplace.

‘Brand Voyage: Navigating Global Marketing’ is a forward-thinking marketing course designed to provide the knowledge and skills needed to succeed in global marketing. Through experiential learning focused on marketing research, branding, and mixed media, participants will be well-prepared to navigate the complexities of the global marketplace.

Why this course?

Integration of Generative AI in Marketing Research
This course incorporates the use of generative AI, a feature that sets it apart from traditional marketing courses. Participants will explore how AI can be leveraged for data-driven decision-making, identifying emerging trends in international markets and developing creative marketing tactics. This focus on AI-driven analytics provides a contemproary approach that proovides learners with the skills to stay ahead in a technology-driven marketing environment.
Strategic Marketing Framework (SMF) Application
Unlike many other courses, ‘Brand Voyage’ is built around the Strategic Marketing Framework, a pivotal tool for analyzing, planning, and executing global marketing strategies. This framework teaches participants not only to understand but also to apply critical aspects of situation analysis, strategy formulation, and marketing execution. This hands-on approach to learning ensures that participants can make strategic decisions that contribute to successful branding and marketing efforts, making them valuable assets in any business context.
Emphasis on Personal Branding and Ethical Marketing
The course goes beyond traditional marketing concepts by emphasizing the importance of personal branding and ethical marketing. In today’s digital age, understanding how to leverage various media forms ethically and sustainably is a critical skill. Additionally, the course’s focus on crafting compelling brand stories and developing a unique personal brand is crucial in the competitive global market. These skills are often overlooked in conventional marketing courses, making ‘Brand Voyage’ a unique opportunity for participants to develop these vital competencies.

Teacher(s)

Dr. Dawn Edmiston is the Clinical Professor of Marketing at William & Mary, a public Ivy League institution in the USA, and served as the 2021 Fulbright Scholar at Tallinn University.

Dr. Edmiston has been recognized with numerous institutional and international teaching honors to include the Marketing Management Association Master Teacher Award and the Society of Marketing Advances Innovative Teaching Award.

Prior to her career in academia, she held international marketing management roles with Discovery Communications (Discovery Channel, TLC, Animal Planet, Travel Channel, and Discovery Channel Online), PricewaterhouseCoopers Management Consulting Services, and IBM.

Her educational background includes two doctorate degrees from the University of Maryland and William & Mary, in management and higher education, respectively. In addition, she holds an MBA from Columbia Business School with international studies at London Business School, and a BS in Management from Rensselaer Polytechnic Institute.

Timetable

Classes take place between 9.00-13.00 from Monday to Friday.

Participants

This course should have broad appeal to a diverse group of individuals including senior-level students and recent graduates in business-related fields looking for a competitive edge, marketing professionals seeking to deepen their global marketing expertise, non-profit leaders desiring effective global promotion strategies, and individuals seeking a career transition or advancement in the marketing sector.

The course should be limited to 24 participants.