Course: International Marketing (e-learning)

EENI- School of International Business

Course “International Marketing” (e-learning, 13 ECTS, ):

The Subjects of the Course “International Marketing” (e-learning):

1. International Promotion Policy (5 ECTS)
2. International Pricing Policy (1 ECTS)
3. International Distribution (5 ECTS)
4. International Product Policy (2 ECTS)

Course learning materials in or Marketing Marketing Marketing. The student has free access to the materials in these languages.

Request for information of the course

The objectives of the Postgraduate Course in International Marketing are the following:

1. To learn about the key concepts in international marketing. We will analyse the purpose of the international marketing, explore the concepts of price and value to the customer, examine the marketing mix in the context of export marketing and discuss the key elements of an export marketing plan
2. To learn the key areas of the international product policy, the importance of adapting the product to the local requirements when entering the new export markets and the analyse of the product characteristics that typically need to be modified for the different markets
3. To understand the importance of an appropriate International Pricing Strategy when entering the new export markets
4. To examine the pricing options available to the exporter and outline the criteria to be used when establishing a pricing strategy. The criteria defined in pricing under the Incoterms
5. To learn the importance of an appropriate International Promotion Strategy when entering the new export markets, examine the promotion options available to the exporter, outline the key points to note when designing a company brochure and analyse the tools available when implementing a promotion campaign
6. To understand the influence of a country's international brand on its export performance
7. To understand the fundamentals of the international fairs, the appropriate preparation and the attendance and its related follow-up activity
8. To understand how to plan and prepare a business trip to a prospective export market and the follow-up, which will then be required
9. To learn the importance planning an appropriate International Distribution Strategy when entering the new export markets, examine the distribution options available to the exporter, outline the criteria to be used when selecting a distribution option and analyse the strategies that can be implemented for consumer and/or industrial products
10. To know the channel options, that may be used when entering the new export markets. We are going to examine the direct and indirect export channels open to the exporter, analyse the functions of importers and representatives, discuss the use of the company personnel and sales or production subsidiaries as well as explore franchising, licensing and other channels
11. To examine the process of evaluating, recruiting and managing the international sales representatives and the mechanism involved in selling into department stores and hypermarkets

Sample of the course International Marketing