Objectives (Postgraduate International Marketing)

EENI- School of International Business

The objectives of the Diploma in International Marketing (distance learning):

Postgraduate Diploma in International Marketing (e-learning)

The purpose of the Postgraduate Diploma in International Marketing is to provide all the knowledge, tools, and techniques necessary to manage all the technical aspects related to the global marketing of an exporting company: international pricing, product, promotion, brand, segmentation, distribution...

The objectives of the Postgraduate Diploma in International Marketing are:

  1. To learn about the key concepts in international marketing.
    1. 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 understand the key tools and concepts of International market research and how best to apply them.
    1. A PEST analysis is an analysis of the external macro-environment that affects all firms
  3. To learn the international product policy key areas, 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
  4. To understand the importance of an appropriate International Pricing Strategy when entering the new export markets
    1. To examine the pricing options available to the exporter and outline the criteria to be used when establishing a pricing strategy.
    2. 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
    1. To understand the influence of a country's international brand on its export performance
    2. To understand the fundamentals of the international fairs, the appropriate preparation and attendance and its related follow-up activity
    3. To understand how to plan and prepare a business trip to a prospective export market and the follow-up, which will then be required
  6. To learn 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 analyse the strategies that can be implemented for consumer and industrial products
  7. To know the channel options, that may be used when entering the new export market.
  8. 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
  9. To examine the process of evaluating, recruiting and managing the international sales representatives and the mechanism involved in selling into department stores and hypermarkets
  10. To understand the importance of the international segmentation in our strategies of marketing and internationalisation
    1. To know the targeting strategies: concentrated, differentiated, product specialisation, market specialisation, full market coverage
  11. To know the main brand strategies: global, regional or local
    1. To understand the process of creating brand value in the global markets
  12. To know the strategies of positioning a brand in the international markets

Direct exports

Continuous assessment.

Each subject of the Postgraduate Diploma in International Marketing (e-learning) (Market Research, product policy, export prices, international promotion, international distribution, segmentation...) has exercises that are evaluated, which the student must work out and pass to obtain the diploma.

The important thing is to learn!

The Subjects of the Postgraduate Diploma in International Marketing: market research, product policy, export prices, international promotion, international distribution, Segmentation, Brand, and Positioning.

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