International Marketing (Course, Master)

EENI Business School & HA University

Syllabus of the Online Subject: International Marketing.

  1. Introduction to international marketing
  2. Export process and international marketing
  3. Key concepts in international marketing
  4. Global marketing mix (Promotion, Distribution, Price, and Product)
  5. International Marketing Plan
  6. International Business Plan
  7. From local to a global company
  8. Case Study:
    1. TESCO
    2. Fiat Iveco
    3. General Electric

The eLearning Subject “International Marketing” is part of the following Online Higher Education Programs taught by EENI Business School & HA University:
  1. Course: Global Marketing (eLearning)
  2. Masters: Foreign Trade and Marketing, International Business
  3. Diploma in International Marketing
  4. Doctorate in Global Trade

Learning materials in Master in International Business in English or Study, Master in International Business in French Marketing international Study Master Doctorate Business in Spanish Marketing internacional Masters Foreign Trade in Portuguese Marketing internacional

Online Student (Master International Business)

Credits of the Online Subject “International Marketing”: 1 ECTS.

Area of Knowledge: International Marketing

The objectives of the Online Subject “International Marketing” are:

In this subject, the student will analyse 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.

  1. To learn about the key concepts in international marketing
  2. To know how to design an International Marketing Plan
  3. To understand the implications of the vision “Think globally, act locally” on international marketing and internationalisation strategies

In this subject, the student learns how to identify the elements of international trade, and how to design an international marketing strategy effectively.

  1. Analysing the purpose of international marketing
  2. Exploring the concepts of price and value to the customer
  3. Contrasting the global marketing to local marketing
  4. Examining the marketing mix in the context of export marketing
  5. Highlighting the key factors to include in an export marketing plan

IMPORTANT NOTE - this subject is only an introduction to international marketing, the student will have a real vision of the international marketing, after studying the following subjects:

  1. International Market Research
  2. International Pricing Policy
  3. International Promotion Policy
  4. International Distribution
  5. International Product Policy
  6. Segmentation, Brand, and Positioning

Example of the Online Subject - International Marketing:
Course Master: International Marketing

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Paterson Ngatchou: EENI Academic Coordinator for Anglophone Countries
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Description of the Online Subject: International Marketing

There are many definitions of international marketing. The better definitions are focused on customer orientation and satisfaction of customer needs.

The International Marketing has been defined as the matching of the company resources to foreign customer needs in the context of achieving business goals. It is the best way of using company resources to satisfy the needs of foreign customers to the greatest benefit of the enterprise.

From another viewpoint, International Marketing is the process of getting a product/service from the producer to a customer in a foreign country.

The correct definition of the marketing mix or 4P's (Product, Price, Promotion, and Place) will be fundamental to enter the target markets that successfully we identify.

  1. Some scholars will increase the mix to the '5 Ps', to include people
  2. Others will increase the mix to '7 Ps', to include physical evidence (such as uniforms, facilities, or livery) and process (i.e., the whole customer experience).

To profitably satisfy customer needs, the firm first must understand its external and internal situation, including the client, the market environment, and the business capabilities. Furthermore, it needs to forecast trends in the dynamic environment in which it operates. A useful framework for performing a situation analysis is the 5 C Analysis.

In any case, the design of an International Marketing Plan will also be one of the pillars of the export activity.

The new economy requires the implementation of new approaches and technologies. Many things should be re-invented to be adjusted to the new environment. Traditional marketing strategies are being transformed. The principles of the traditional marketing need to be re-discovered. Without a doubt, e-business has an impact on a product, price, promotion, and distribution. One must also consider online marketing policies. In e-marketing, the supplier is interested in developing a one to one communication with the consumer. This subject examines e-marketing characteristics and the new approach to the e-marketing plan.

Mexico FEMSA (International Marketing)

From local to a global company.

The seven stages by which a company moves from being just a company supplying the national market to that of being an export company may be detailed as follows:

  1. The company does not want to take on board the extra burden of export. Although it receives orders from abroad from time to time; it does not process them as “we are too engaged” or “we are not organised to deal with them.”
  2. The company does process the orders from abroad but does not attempt to prospect for more
  3. The company seriously studies the viability of exporting. This stage may occur without number 2.
  4. The company exports experimentally to a few countries
  5. The company uses the experience gained in exporting to these countries to develop the skills needed to export successfully
  6. Based on this new experience; it selects the most relevant markets and applies international marketing techniques tailored to the needs of each market
  7. The company goes global. All markets worldwide can be accessed to advantage

Toyota International Marketing (Master)

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