In Columbia College Chicago's Global Marketing program, I traveled to Prague in June 2023 to explore the culture of the Czech Republic and their beauty brand Dermacol. Within two weeks, we created a global marketing strategy based on concert makeup that allows Dermacol to expand to the United States. I contributed the PESTC analysis, big idea, target audience, social media strategy, timeline and measurement. From this, I have a deeper understanding of how to formulate and collaborate on a marketing strategy for a brand looking to expand to a new country.
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In addition to the program, I explored Prague and took in the music, cuisine, iconic sights and had the opportunity to attend a Cosmopolitan event.