International Market Research (Course, Master)

EENI Business School & HA University




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Syllabus of the Online Subject: International Market Research. PEST analysis.

  1. Introduction to global market research
  2. How to export?
  3. Where to export?
  4. What to export?
  5. Methods of conducting a market research
  6. Quantitative analysis
  7. Qualitative methods
  8. Market profitability
  9. Sales potential in foreign markets
  10. PEST analysis (Political, Economic, Social, and Technological Factors)
  11. Market research study
  12. Case Study:
    1. Market research using the market access tool (MADB) of the European Union (EU).
    2. Mitsui Co
    3. Cargill

The main purpose of the Online Subject “International market research” is to understand the key tools and concepts of international market research and how best to apply them.

  1. To understand the importance of international market research in internationalisation strategies
  2. To know how to analyse an international market research
  3. To learn how to use the PEST analysis (Political, Economic, Social, and Technological)

This will be achieved by:

  1. Analysing the goals of researching a new export market
  2. Outlining the features of both qualitative and quantitative analysis
  3. Detailing the type of information that the student should obtain to assess the commercial viability of an export market

The eLearning Subject “International market research” is part of the following Online Higher Education Programs taught by EENI Business School & HA University:
  1. Masters: Foreign Trade and Marketing, International Business, Export Back Office
  2. Doctorate in Global Trade
  3. Diploma in International Marketing
  4. Courses: Foreign Trade Assistant, Advanced Global Marketing

Learning materials in Master in International Business in English or Study, Master in International Business in French Études de marché Study Master Doctorate Business in Spanish Estudios de mercado Masters Foreign Trade in Portuguese Estudo de Mercado

Credits of the Online Subject “International Marketing”: 2 ECTS.

Online Student Master in International Business

Area of Knowledge: International Marketing

Example of the Online Subject - International market research:
Export Market Research





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Paterson Ngatchou: EENI Academic Coordinator for Anglophone Countries
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This subject includes the EENI Business School & HA University Market Access tool
Course Master: International Market Access

Description of the Subject (International market research):

The first step that a potential export enterprise should take is to estimate sales potential in each foreign market. There are more of 200 potential markets in the World, which implies the analysis of a huge amount of information. Many Export Directors select markets, which share cultural proximity (Spanish exporters seek to approach Latin America markets, Portuguese exporters to Brazil or Angola).

The exporter can use several parameters to describe the potential market:

  1. Total population
  2. Potential market (segment of the population interest in buy -or import- the product or service)
  3. Available market (segment of the population who have enough money to purchase the product or service)
  4. Qualified available market
  5. Target market (segment of the market defined in the marketing plan)
  6. Penetrated market (people of the company in the target market who have to buy the product or service)

A PEST (Political, Economic, Social, and Technological) analysis is an evaluation of external macro environment that affects the business. External factors can be threats or opportunities; normally they are beyond the control of the exporter.

e-Master: International market research

An example of the Market Access Tool
Market Research: Country profile

Market Access FDI



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