南加州大学-传媒

研究计划：全球市场传播

摘要：

全球化现象的加速正影响着全球各个行业的商业实践，并涉及到价值链的所有阶段。市场变得越来越紧密相连，对于21世纪的所有实体来说，全球范围内分析其消费者及竞争格局已成为必不可少的能力。能够有效地做到这一点，提供了在不断变化的全球格局中创造、捕捉和传递价值的关键竞争优势。本课程从全球视角审视营销的原则，重点关注传播组合的决策。不同的传播策略将在全球与本地的两难境地中进行分析。这种分析借鉴了相关的跨学科理论框架以及来自案例研究的实际应用，通过讲座、课堂案例分析、文章、嘉宾演讲者和行业报告，弥合理论与实践之间的差距。

Global Marketing Communication Research Schedule

Abstract:

The acceleration of the phenomena of globalization is impacting business practices worldwide across different sectors in all the phases of the value chain. Markets are becoming more and more intertwined and it has become imperative for all entities operating in the 21st century to analyze their consumers and their competitive landscape in global terms. The ability to effectively do so provides a key competitive advantage in order to create, capture and deliver value in an evolving global landscape. This course reviews the principles of marketing in a global perspective, focusing on the decisions regarding the communications mix. Different communication strategies are analyzed within the global – local dilemma. The analysis draws on relevant interdisciplinary theoretical frameworks as well as practical applications from case studies to bridge the gap between theory and practice utilizing lectures, in class case study analysis, articles, guest speakers, and industry reports.