Marketing and Sales

Building Multilingual and Multicultural Marketing Strategies

An applied course in multilingual marketing built around the decisions practitioners actually face.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Building Multilingual and Multicultural Marketing Strategies
5days

About the programme

Course Overview

A message about multilingual marketing that tries to reach everyone reaches nobody. Attribution in this area of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. Participants develop a defensible line of reasoning for the choices they make about this part of marketing and commercial practice. The content is relevant to those who own multilingual marketing and to those who are held accountable for its results. Benchmarking exercises repeatedly place the marketing and commercial practice capability among the areas with the widest performance spread. Participants leave with a method for this strand of marketing and commercial practice, not a set of opinions about it. The version of multilingual marketing described in the manual and the version practised on the floor tend to diverge over time. The method assumes participants will be challenged on their handling of this area of marketing and commercial practice and prepares them for it. The programme ends where implementation begins, with the practice within marketing and commercial practice broken into steps someone can start on Monday.

Expected Learning Outcomes

  • Sequence improvements to multilingual marketing so that each step makes the next one easier.

  • Build the content that moves a buyer through multilingual marketing rather than merely informing them.

  • Build the reporting on multilingual marketing that supports a spending decision.

  • Structure pricing for multilingual marketing to reflect value rather than cost.

  • Assess the current state of multilingual marketing against a structured set of criteria rather than impressions.

  • Design the retention and win-back approach for multilingual marketing.

  • Structure records of multilingual marketing so that they answer the questions an auditor will actually ask.

Who Should Attend

  • Brand and communications specialists shaping multilingual marketing.

  • Training and development staff building internal capability in multilingual marketing.

  • Product managers whose proposition depends on multilingual marketing.

  • Customer experience managers improving multilingual marketing.

  • Team leaders and supervisors who put multilingual marketing into practice day to day.

  • Retail and channel managers executing multilingual marketing in the field.

Course Modules

Open any module to see its sessions and topics.

01

Multilingual marketing: the customer journey and decision points

2 sessions · 8 points

Session 1Defining the audience for multilingual marketing narrowly enough to matter

  • Identify where judgement in multilingual marketing is legitimate and where it is not.
  • Map the decision journey for multilingual marketing and mark where the choice is actually made.
  • Test the procedure for multilingual marketing against a realistic scenario.
  • Close out actions on multilingual marketing rather than leaving them open indefinitely.

Session 2Qualifying out of multilingual marketing early and without guilt

  • Choose the next segment for multilingual marketing and state why it is next.
  • Plan the sequence in which improvements to multilingual marketing will be introduced.
  • Document the sales process for multilingual marketing so a new joiner can follow it.
  • Distinguish symptoms from causes when multilingual marketing underperforms.
02

Multilingual marketing: pricing, value and discount control

2 sessions · 8 points

Session 1Escalation and decision rights in multilingual marketing

  • Review whether short-term tactics on multilingual marketing are damaging the brand.
  • Define qualification criteria that disqualify quickly in multilingual marketing.
  • Design the retention action triggered when a customer of multilingual marketing goes quiet.
  • Prepare the summary of multilingual marketing that senior management will read.

Session 2Moving multilingual marketing from approval to execution

  • Structure pricing for multilingual marketing against perceived value.
  • Build the report on multilingual marketing that answers whether to spend more or less.
  • Compare cost of acquisition against value in multilingual marketing.
  • Measure lifetime value from multilingual marketing, not just first purchase.
03

Multilingual marketing: objection handling and negotiation

2 sessions · 8 points

Session 1The handover between marketing and sales in multilingual marketing

  • Draft the minimum viable go-to-market plan for multilingual marketing.
  • Check that multilingual marketing still works when volumes rise unexpectedly.
  • Assign responsibility for keeping documentation of multilingual marketing current.
  • Agree the indicators that will show whether multilingual marketing is improving.

Session 2The decisions in multilingual marketing that cannot be delegated

  • Script the three most common objections in multilingual marketing and the responses.
  • Decide what will be stopped to create capacity for multilingual marketing.
  • Set objectives for multilingual marketing in revenue terms with a timeframe.
  • Set the discount authority for multilingual marketing and require justification.
04

Multilingual marketing: audience definition and segmentation

2 sessions · 8 points

Session 1Measuring multilingual marketing when attribution is imperfect

  • Agree what will be standardised in multilingual marketing and what will not.
  • Build the content that answers the buyer's real question about multilingual marketing.
  • Define the handover point between marketing and sales in multilingual marketing.
  • Identify the data already collected that bears on multilingual marketing.

Session 2Choosing channels for multilingual marketing on evidence

  • Record the rationale for each significant choice made about multilingual marketing.
  • Agree the attribution model for multilingual marketing and state its known limits.
  • Review whether multilingual marketing is aligned with the objectives of the commercial team.
  • Write down the assumptions underpinning the approach to multilingual marketing.

Choose the package that suits you

Silver Package

At least 3 people

USD1,250
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Gold Package

At least 3 people

USD1,850
  • 5-night stay in a 5-star hotel
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Complete your registration

We will contact you within one business day to confirm.

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