Course objectives
(Certificate program in international marketing): To learn about ...
- The key concepts in international marketing. We
will analyze the purpose of 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
- The importance of an appropriate 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 tools available when implementing a promotion
campaign. To understand the influence of a country's international image on
its export performance.
- The fundamentals of trade fair preparation and
attendance and it's related follow-up activity. To understand how to plan and prepare a business trip to a
prospective Export market and the follow-up which will then be required.
- The importance 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 analyze strategies which can be
implemented for consumer and/or industrial products.
- 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, analyze the functions of importers and
representatives, discuss the use of company personnel and
sales or production
subsidiaries as well as explore franchising, licensing and other channels. The process of evaluating, recruiting and
managing international sales
representatives and the mechanism involved in selling into department stores and
hypermarkets.
- The key areas of International product policy. Learn the importance of adapting your product to local requirements when
entering new export markets. Examining the product adaptation options available to the
exporter. Analyzing the product characteristics that typically need to be modified for
different markets.
- The importance of an appropriate pricing strategy when entering new export markets. We are going to examine the
pricing options available to the exporter and
outline the criteria to be used when establishing a pricing strategy. We will also look at the criteria defined in
pricing under Incoterms.
Global marketing: specialization course Distance learning. International Price, Promotion, Product and Distribution Policies
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International Business
