Communication in a Global Marketplace
In an interconnected business world, multinational companies often underestimate the negative effects of communication problems on global expansion. In a survey of multinational companies reporting on recent expansion into China, 65% said they had overestimated market potential for their product and 54% said their total performance was worse than planned.
Barriers to global expansion, whether cultural, administrative, geographic, or economic, should shape the approach that businesses take to marketing, brand development and expansion.
How Communication Managers Bridge Distance and Boost Success
Communication managers use integrated skills and strategies to communicate across borders, delivering what global businesses need most:
- Predictions on the effects of distance variables
- Coherent worldwide brand strategies
- Balance between product adaption and standardization
Global Marketing Communication: A Roadmap to Worldwide Success
The USC Annenberg School for Communication & Journalism offers a Master of Communication Management online degree, in which future communication managers learn marketing principles from a global perspective. In the course Global Marketing Communication, students learn essential skills for global marketing, including market entry strategies for pricing, distribution, and product and brand development. While learning how to adapt products to new markets, communication managers must also learn how to navigate global media and digital landscapes.
Opportunities for Communication Managers in the Global Marketplace
Communication managers are in high demand in the global business world, as their expertise can determine successful breakthroughs into new markets. The median income for global marketing managers is $176,396 per year, and the median income for brand directors is $191,654 per year. With a Master of Communication Management degree from the USC Annenberg School for Communication & Journalism, communication management professionals create value by successfully translating products and brands into new markets and expanding businesses across the world.
To learn more about communication in the global marketplace, view the infographic below: