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.