A great localization project manager working on marketing content knows not only how to localize the content but understands what went into creating the source. This course introduces international marketing fundamentals, along with how to localize and analyze marketing assets and campaigns.

The first half of this course focuses on general principles of international marketing, while diving into social media marketing, customer relationship management (CRM), and growth marketing. We will analyze data and metrics to help determine which countries and locales to target in relation to marketing strategy goals. We will also analyze how campaigns are created and what the life cycles of marketing projects and campaigns look like.

The second half of the course will primarily focus on how to localize marketing assets, and the role a client localization project manager plays. Although we will touch on the role of vendors and vendor project managers, this class is primarily taught from a client Localization Project Manager’s (LPM) point of view. We will examine different localization approaches to understand how they differ and determine when to apply each approach. We will also explore different marketing content projects (e.g., posters, taglines, videos) and the “why” behind turnaround times, as we practice powerfully and effectively engaging in stakeholder education.