Global Opportunities

Global Marketing Success: South Korea and Japan 2025

Cityscape of Seoul, South Korea, one of the locations for Kellogg GIM trips 2024

Course description

Winning marketing strategies and tactics that are successful in one region may fall completely flat in another. Communicating to customers across cultures and leading marketing professionals around the world introduces new complexities to ensure your marketing is driving the business. Challenges such as culture, language, logistics and legalities will confront even the most experienced marketers. Entering new global markets and launching new products around the world can be exciting and profitable but also full of risks. This course will methodically discuss developing global marketing strategies, how to talk to prospective customers across diverse regions, leading a team of global marketers and international go-to-market planning and execution.

Participants will explore the unique challenges and opportunities that arise when managing marketing functions across diverse cultures, markets, and channels, including:

 

  • How do you adapt your marketing strategy based on the unique culture of each market?
  • What is the difference between translating your marketing and trans-creating your marketing strategy?
  • How do you ensure you are complying with different regulatory environments?
  • How is the competitive landscape different across regions?
  • What can your brand do to build credibility when first entering a market?
  • What other logistical and infrastructure challenges will you face?
  • How do you manage an international sales and marketing team and the nuances associated with global team leadership?

 

Japan and Korea

This course will take students to two of the most leading-edge international markets when it comes to consumer trends and digital media evolution. Japan has a unique consumer profile that prioritizes innovation, quality and brand loyalty. Korea introduces different success factors including the power of brand influencers and the importance of a brand’s reputation, especially online. And both Japan and Korea are leaders in using mobile devices as marketing channels. In country you will have the opportunity to hear from brand marketing leaders for global organizations as well as marketing and advertising agency professionals who work for some of the largest global marketing agencies. 

Who Should Take this Course?

Any student who would like to work in and/or lead global sales and marketing programs will benefit from the exposure to international companies doing marketing around the world. Also, any student with a keen interest in International Business will benefit from the knowledge, skills and capabilities that are required when marketing and selling around the globe. You will spend time with a diverse set of global sales and marketing professionals to hear first-hand how to lead through the complexities across regions and cultures and drive business results.

 


Faculty Bio

Mark Krolick has been leading Marketing and Commercial organizations across a variety of industries for over 20 years.  Starting as a Marketing Analytics Consultant for Marsh & McLennan, Mark then spent eight years at Delta Air Lines in Revenue Management, Marketing and Corporate Strategy.  Mark then spent 12 years at United Airlines leading various teams in Loyalty, Marketing and eComemrce.  Mark spearheaded the Customer Experience team that developed the international business class experience, Polaris as well as developing the United brand positioning for the future.  Finally, Mark has worked in various private-equity backed retail brands in Marketing and Digital Transformation.