This course explores the identification and realisation of global marketing opportunities for new and existing organizations. An increasingly used strategy to commercialise new and innovative product ideas is to identify and exploit global niches. The aim of this course is for participants to understand the critical issues involved in launching a new venture with global potential as either a standalone business or as part of an existing organization. Topics include: the entrepreneurial process; identification of global niches; commercialisation of new technologies, products and services; customer and market analysis; how to protect and leverage intellectual property (including brands); marketing for new ventures; inhibitors of new venture creation and growth; identifying and securing required resources; and developing a business case and 'pitch' for relevant stakeholders. The emphasis in this course is the practical application of marketing and entrepreneurship theory in the context of new global products and services.