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Global Marketing

Objective of the course

The creation of a product or a new process characterized by a high rate of technological innovation is often conducted within technical functions. On the other hand, innovation must be subject to appropriate communication within the business organization as well as with any targeted audience. The aim of the Global Marketing training course is to acquire all the competences and skills necessary to plan and manage marketing innovation having analyzed the peculiarities of said activity. The objective of the training is to develop rapid sales results in the global market.

Topics covered in the training course
  • Innovation marketing as competitive leverage
  • Distinction between industrial research and innovation
  • Analysis of the technology asset and of the business innovation processes
  • Innovation formalization methods
  • Incorporation of the different business functions
  • Business innovation communication techniques
  • Advertising, promotion, corporate image, business, and external communication (communication mix)
  • Innovative product marketing based on regional networks
  • Innovation implementation within business processes
  • International sales network
Methodology of the training course

The Global Marketing training course provides useful information to understand and implement business innovation in non-technical areas, favoring the interaction between the trainers and students (live business case studies). The course also provides exercises specifically designed to allow a practical comparison among the ideas emerged during "team work".