The first half of this course focuses on general principles of international marketing and dives deeper into digital marketing as the fastest growing marketing activity, promoting products and services online using electronic devices. Particular emphasis will be given to adapting both traditional and more modern marketing methods for international audience.

The second half of the course starts by focusing on applying marketing principles to promote localization services of LSPs (Localization Service Providers) in the global marketplace as well as to promote internal shared localization service within the enterprise the localization/globalization team operates in. We will then dive deeper into actual localization of marketing content for the following areas: Global Marketing Campaigns, Website content, Communications, PR, Marketing collateral, Event Marketing, Partner Marketing, and Education Marketing. We will also cover 3 major areas of interest associated with localization of marketing content, namely Global Authoring, International/Multilingual SEO and Transcreation.

Students will learn:

• General principles of International Marketing – Students will be able to understand, explain and put into practice general principles or marketing, with particular emphasis on international marketing and multilingual digital marketing.

• Marketing of localization and globalization services – Students will learn how to market services of localization service providers in the global marketplace, as well as how to market shared services of an internal localization/globalization team within the enterprise this team operates in.

• Localization of marketing content – Students will learn and put into practice the main principles of localization of marketing content, in all areas of marketing of global enterprises. Particular emphasis will be given to global campaigns, transcreation, and international/multilingual SEO.