International Marketing

EENI- School of International Business

Subject (Course): International Marketing. Syllabus:

  1. Introduction to international marketing
  2. The 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:
    - TESCO.
    - Fiat Iveco.
    - General Electric

Objectives of the subject “International Marketing”:

In this subject; we 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” about international marketing and the strategies of internationalisation.

In this subject, the student is shown 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 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.

We will study the international 4P's concept and the international marketing plan.

Subject “International Marketing” is studied…
  1. Master in Foreign Trade and Global Marketing
  2. Professional Master's Program in International Business (MIB)
  3. Postgraduate Diploma in International Marketing
  4. Course in Global Marketing (e-learning)

Languages of study: En or Fr Marketing En Marketing Pt Marketing

Credits of the subject “International Marketing”: 1 ECTS/0.5 AC.

Area of Knowledge: International Marketing

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

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

Sample of the subject - International Marketing:
International Marketing

Subject Description: (International Marketing).

There are many definitions of marketing. The better definitions are focused on customer orientation and satisfaction of customer needs. International Marketing has been defined as the matching of the company resources to foreign customer needs in the context of achieving business goals. In a layman's terms; 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 manufacturer 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 successfully we identify.

Some commentators will increase the mix to the '5 Ps', to include people. 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).

In any case, the design of an international marketing plan will also be one of the pillars of our export activity.

Mexico FEMSA

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.

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.

Toyota Marketing

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. Traditional marketing principles 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 marketing plan.



EENI Business School