Course: International Marketing (eLearning)

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1. Credits: 13
2. Duration: 13
   weeks It is recommended to dedicate about twelve hours of study per week following a flexible schedule. It is possible to reduce the duration dedicating more hours a week
3. Tuition Fees: EUR 312
4. Open Online Enrolment
5. Download the syllabus of the Course (PDF)

Learning materials in

1. Also
   available in For improving the international communication skills, the student has free access to the learning materials in these languages (free multilingual training).
   Marketing Marketing Marketing

Objectives of the Course

1. To learn about the key concepts of the 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 the 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 a product adaptation to the local requirements when entering new export markets and analyse 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 new export markets
4. To examine the pricing strategies available to the exporter and outline the criteria to be used when establishing a pricing strategy. The criteria defined in pricing under the Incoterms® 2020
5. To learn the importance of an appropriate International Promotion Strategy when entering 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 available tools 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 (appropriate preparation and 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 of planning an appropriate International Distribution Strategy when entering 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 the consumer and/or industrial products
10. To know the channel options, that may be used when entering new export markets. We are going to examine the direct and indirect export channels open to the exporter, analyse the functions of the importers and representatives, discuss the use of a 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 the department stores and hypermarkets

This course contains exercises that are evaluated, which the student must work out and pass to obtain the Diploma of the Professional Course: “in International Marketing” issued by EENI Global Business School.

Students who have taken this course can validate and register for a Master or Doctorate at EENI.

This course belongs to the following Higher Education Programs taught by EENI:

1. Diploma: International Marketing
2. Masters: Foreign Trade, International Business (MIB)
3. Doctorate: World Trade

(c) EENI Global Business School (1995-2021)
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