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International Marketing
- The export process and the international marketing.
- Key concepts in international marketing. Global marketing mix.
- Global Marketing process and international trade.
- Export marketing plan. Business plan.
- From local to global company.
- e-Marketing.
- Case study: TESCO. Fiat Iveco. General Electric (GE)
Market Research
- Global market research.
- Quantitative analysis.
- Qualitative methods.
- Market profitability. Sales potential in foreign markets.
- PEST analysis (Political, Economic, Social and Technological factors)
- Market research study.
- Case study: Mitsui Co. Cargill.
International Promotion Policy
International Promotion
- International Promotion policy.
- Promotion: Global, regional or local strategies.
- Promotion strategy when entering new export markets.
- Direct and indirect international promotion.
- Promotion campaign. Brochures and catalogs.
- Advertising and publicity. The Advertising Agency.
- Public relations. Sponsoring and Fund Raising.
- Case study: Benetton. Red Bull. AXE (Lynx) Campaign. OMO (Surf). Omnicom. Ten Best Advertising Slogans.
Country Brand
- The concept of country brand.
- The influence of country brand in global marketing.
- The country brand as a competitive advantage.
- International Rankings. Rating Agencies.
- Case study: Country Brand Index. Cafe de Colombia. Proudly South African Brand. Indian Software brand.
A business trip
- International business travel.
- Organisation of the trip.
- The international sale.
- Post-trip activities.
International fairs
- A key aspect of international marketing.
- Objectives of participation.
- Preparation and organization of international fairs.
- Main trade fairs in the world.
- Case study: Pininfarina in Auto Shanghai
e-Promotion.
- Key concepts of e-Promotion.
- Promoting online effectively.
- Search engine positioning.
International Pricing Policy
- International pricing policy. Product life cycle.
- Pricing strategy when entering new export markets.
- Export prices. International prices and Incoterms.
- Competitor's prices. Pricing options available to the exporter.
- e-Business and pricing policy.
- Case study: Pricing Policy and Inflation.
- Case study: Economic Price of Traded Goods and Services in Asia.
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International Product Policy
- Global product policy.
- Strategies. Local and global products. Standardization, adaptation, diversification.
- Business portfolio. BCG Growth-Share Matrix. McKinsey matrix. Experience Curve.
- Quality and international marketing.
- Certification. CE Mark.
- e-Product. Digital value. Pervasive computing.
- Case study: Silicon Graphics. Comfort (Unilever). AESSEAL (MCK). Johnson and Johnson. General Motors Corp. Tantrix. Linux. Nintendo.
International Distribution
International distribution
- Introduction to international distribution policy.
- Indirect exports.
- Consultancy.
- Associated exports. Consortia.
- Trading companies. Sogo Shoshas and Chaebols.
- Case study: Toshiba. The Third Italy. Mitsubishi Corporation. Sanofi-aventis
Direct exports.
- Importers.
- Representatives.
- Company personnel.
- Foreign subsidiaries: sales / production.
- Internationalization: licenses and franchises.
- Other distribution channels.
- Case study: Set it up in Costa Rica. Sumitomo. Itochu. Rolls-Royce.
Renault-Nissan Alliance. 7-Eleven. Mango. International distribution networks in
centralised economies.
Sales network management.
- Representation contracts.
- Recruitment Methods.
- Control representatives Work.
- International sales: purchasing departments, delegated agents.
- Distribution and e-business. Going international with e-business
- Case study. Exclusive agent in two markets. "Grey" Networks. Electrolux India.
Itochu.
International Segmentation, Brand and Positioning
- International market segmentation.
- Worldwide Segmentation Strategy. Targeting strategies: concentrated, differentiated, product specialization, market specialization and full market coverage.
- Case study: Segmentation strategy of Volkswagen Group. Matsushita Electric (Panasonic). United Airlines. BECEL / FLORA (Unilever). VALS reports.
- Global brand strategy.
- Brand value. Building an international brand.
- Case study: Top global brands. Unilever. Wrigley Company, ACER. Gucci GrouP. Nutrexpa. Mitsubishi.
- Positioning in the international markets. Stages of Positioning.
- Strategies of positioning. Global Brand Positioning.
- Case study: United Biscuits. Ford Motor Company. Erste Bank. Positioning new product in the Australian Market.
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Request Information Diploma in international marketing.
Duration: 6 months
The "Diploma in international marketing" is perfect for people with
experience in international trade because it will provide successful experts
with a thorough grounding in the key areas of international marketing:
Pricing, Product, Brand, Segmentation, Distribution, ...
Addressed to:
the "Diploma in international marketing" is intended for all those wishing
to specialize in global marketing.
Tutors of the Diploma in international marketing:
 
 
 
Course learning materials: 
Also available in:
 Postgrado
Marketing Internacional
 Diplôme
en Marketing International
Communication with tutors (student's questions, exercises ...) in:
Methodology: distance e-learning. This diploma is based on the
application of the Case study method.
Educational level: Continuing education / Executive education programs.
Related courses: Master in Foreign Trade - Diploma
International Trade |
Foreign Trade
