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International market research
- Global market research.
- Quantitative analysis.
- Qualitative methods.
- Market profitability. Sales potential in foreign markets.
- PEST analysis (Political, Economic, Social and Technological factors)
- Market research study.
- Case study: Mitsui Co. Cargill.
International segmentation, brand and positioning
- International market segmentation.
- Worldwide Segmentation Strategy. Targeting strategies: concentrated, differentiated, product specialization, market specialization and full market coverage.
- Case study: Segmentation strategy of Volkswagen Group. Matsushita Electric (Panasonic). United Airlines. BECEL / FLORA (Unilever). VALS reports.
- Global brand strategy.
- Brand value. Building an international brand.
- Case study: Top global brands. Unilever. Wrigley Company, ACER. Gucci GrouP. Nutrexpa. Mitsubishi.
- Positioning in the international markets. Stages of Positioning.
- Strategies of positioning. Global Brand Positioning.
- Case study: United Biscuits. Ford Motor Company. Erste Bank. Positioning new product in the Australian Market.
Intercultural management
- The culture and the global society. Religion and international business.
- High and low context culture (Edward Hall).
- Cultural dimension (Hofstede): Power distance, Individual, Long-Term orientation, ...
- The seven dimensions of culture (Trompenaars).
- Cross-cultural communication and the international marketing plan.
- Intercultural management and international business.
- Cultural patterns and markets. Countries classification. Key strategies to dealing with new cultures.
- Case study: Ceramic tiles perception in different markets. Hofstede's dimensions and World's Religions.
- How to negotiate successfully in ...
e-business
- Digitalisation and e-business.
- The New Economy.
- Business Models on the Web: B2B, B2C, B2A, B2E ...
- e-Business Implementation.
- e-Processes (CRM, SCM, e-Procurement, ...).
- e-Security (Digital Signature, SSL Protocol, Secure Electronic Transactions).
- Case study: Teleworking and e-business. Amazon. Alibaba Group.
Search engine positioning
- Introduction to Search engine positioning.
- Key concepts: keywords, tags, inbounds and outbounds links, proximity, ...
- Positioning in Google. PageRank algorithm. Calculating PR. Structure of the site. Penalization.
- Positioning in Yahoo and MSN.
- Dialogue with search engines: sitemaps.
- Techniques for localization of websites. Multilingual sites.
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Request Information Certificate program in Advanced global marketing.
Duration: 11 weeks
Objectives of the certificate program in Advanced global marketing:
- To understand the key tools and concepts of
international market research and how best to apply them.
-Learn about market segmentation, brand and positioning and its importance in
international marketing.
- Examining how diversity of culture can influence the outcome of a marketing plan. Outlining
key strategies to dealing with new cultures.. Highlighting important errors to be avoided when dealing with different cultures.
- Understanding the concepts of e-business and digital business models that a
company can deploy, as well as the importance of the strategy, marketing and
technology in an e-business project.
Course tutors:
  
 
Course learning materials:
Also available in:  Diplomado en Marketing Internacional Avanzado
Communication with tutors (student's questions, exercises ...) in:
Methodology: e-learning / Distance learning.
Educational level: Continuing education / Executive education programs.
Related courses: Master in Foreign Trade
- Master Executive International business - Diploma in international marketing.
Area: International
Marketing.
Spanish: Curso Marketing Internacional. |
International Business
