The objective of the Professional Diploma in International Marketing and Internationalization 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...
We will analyze 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
A PEST analysis is an analysis of the external macro-environment that affects all the firms
To learn the international product policy key areas, the importance of a product adaptation to the local requirements when entering new export markets and analyze the product characteristics that typically need to be modified for the different markets
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
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 analyze the available tools when implementing a promotion campaign
To understand the influence of a country brand on its export performance
To understand the fundamentals of the international fairs, the appropriate preparation and attendance and its 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
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 analyze the strategies that can be implemented for
consumer and industrial products;
To know the channel options, that may be used when entering a new export market
We are going to examine the direct and indirect export channels open to the exporter, analyze 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
To examine the process of evaluating, recruiting and managing international sales representatives and the mechanism involved in selling into the department stores and hypermarkets
To understand the importance of international segmentation in our marketing and strategies of Internationalization
To know the targeting strategies: concentrated, differentiated, product specialization, market specialization, full market coverage
To know the main brand strategies: global, regional or local
To understand the brand value creation process in the global markets
To know the strategies of positioning a brand in the international markets
Each subject of the Professional Diploma in International Marketing has exercises that are evaluated, which the student must work out and pass to obtain the diploma.
Subjects of the Professional Diploma in International Marketing:
market research, product policy, export prices, international promotion, international distribution, Segmentation, Brand, and Positioning.