International Market Research

EENI Business School & HA University


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

  1. Introduction to the 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 the 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

This subject includes the EENI Market Access tool
International Market Access

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

  1. To understand the importance of the international market research in the strategies of internationalisation
  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 Subject (e-learning) “International market research” is part of the following Higher Education Programs taught by EENI (Business School) and the Hispano-African University of International Business:
  1. Master in Foreign Trade and International Marketing
  2. Professional Master's Program in International Business (e-learning)
  3. Diploma in International Marketing
  4. Course: Advanced Global Marketing
  5. Bachelor's Degree in International Trade (e-learning)

Languages of study Higher Education in English or Post-secondary Education in French Études de marché Tertiary Education in Spanish Estudios de mercado Study in Portuguese Estudo de Mercado

Credits of the subject “International Marketing”: 2 ECTS.

Area of Knowledge: International Marketing

Sample of the subject - International market research:
Export Market Research

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 the service)
  3. Available market (segment of the population who have enough money to purchase the product or the service)
  4. Qualified available market
  5. Target market (the 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 the service)

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

International market research

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

Market Access FDI



(c) EENI- Business School & Hispano-African University of International Business