International Marketing - Master / Doctorate in Business

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Module: “International Marketing and Internationalisation Strategies” - Professional Master of Science / Doctorate in International Business (e-learning)

The module “International Marketing and Internationalisation Strategies” (32 ECTS) is part of the following Online Higher Education Programs taught by EENI Business School & HA Independent University:

Master Business: International Marketing

The module “International Marketing and Internationalisation Strategies” covers the analysis of global marketing strategies.

The objective of the module “International Marketing and Internationalisation Strategies” of the Professional Master of Science / Doctorate in International Business is to provide all the knowledge, tools, and techniques necessary to manage all the technical aspects related to global marketing of an exporting company: International Pricing, product, promotion, brand, segmentation, distribution, internationalisation strategies.

Subjects of the Module “International Marketing and Internationalisation Strategies”

Between [] number of ECTS

International Marketing [1]
Market Research [2]
International Product / Service Policy [2]
International Pricing Policy [1]
International Promotion Policy [4]
International Distribution [4]
International Segmentation, Brand, and Positioning [3]
Export Department [1]
Intellectual Property Rights (TRIPS) [2]
1. World Intellectual Property Organisation (WIPO)
Intercultural Management [2]
e-Business [2]
Internationalisation strategies for exporting companies [2]
Foreign direct investment (FDI) [2]
No to Corruption in International Business [4]
1. Transparency International
2. Corporate Social Responsibility
3. United Nations Global Compact
4. OECD Anti-corruption Measures
5. Anti-corruption Clause (International Chamber of Commerce)
6. African Union Convention on Preventing and Combating Corruption
7. Other institutions related to fight against international corruption
Introduction to Global Ethics (PDF), the two fundamental principles:
1. Harmony of Religions
2. Ahimsa (Non-Violence)

No to Corruption in International Business (PDF)

Download the Syllabus of International Marketing Related Subjects (PDF)

Internationalisation Strategies

Anyone who wishes to do international business should be primarily a strategist, capable of designing global strategies tailored to each target market. In this module, we analyse the main concepts of internationalisation strategies for exporting companies as well as several success stories of different companies.

Anyone involved in global business (export, subsidiaries, or displaced workers) negotiates with people from different cultures and languages. With culture knowledge of other countries, it is possible to avoid intercultural conflicts. The study of Intercultural Management will allow us to know to manage this important aspect of international business.

The final step in an Internationalisation Strategy is usually the implantation abroad (subsidiaries sales, production sites, or joint ventures).

Foreign direct investment (FDI) reflects the objective of obtaining a lasting interest by a resident entity in one economy (direct investor) in an entity resident in another country different from the investor (direct investment enterprise).

The organization and functions of the Export Department and the role of the Conference on Trade and Development and Investment (UNCTAD) will also be considered.

Finally, the principles of a Global Ethics for international business will also be analysed.

Harmony of Religions
Ahimsa (Non-Violence)

Harmony of Religions (Doctorate) Ahimsa Business (Non-Violence)

The company wishing to invest abroad will find in this module all the information necessary for a safe investment in another market.

The objectives of the module “International Marketing and Internationalisation Strategies” are:

To learn about international marketing key concepts
1. The student will analyse the international marketing purpose, 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
To understand the key tools and concepts of international market research and how best to apply them.
1. A PEST analysis is an analysis of the external macro-environment that affects all firms
To learn international product policy key areas, the importance of product adaptation to local requirements when entering new export markets and analyse product characteristics that typically need to be modified for different markets
To understand the importance of an appropriate International Pricing Strategy when entering new export markets
1. To examine pricing options available to exporter and outline the criteria to be used when establishing a pricing strategy.
2. The criteria defined in pricing under the Incoterms
To learn the importance of an appropriate International Promotion Strategy when entering new export markets, examine the promotion options available to exporter, outline the key points to note when designing a company brochure and analyse the available tools when implementing a promotion campaign
1. To understand the influence of a country's brand on its export performance
2. To understand the fundamentals of international fairs, appropriate preparation and attendance and its related follow-up activity
3. To understand how to plan and prepare a business trip to a prospective export market and the follow-up, which will then be required
To learn the importance of planning an appropriate International Distribution Strategy when entering new export markets, examine distribution options available to exporter, outline the criteria to be used when selecting a distribution option and analyse strategies that can be implemented for consumer and/or industrial products
1. To know the channel options, that may be used when entering a new export market.
2. We are going to examine the direct and indirect export channels available to exporter, analyse the functions of importers and representatives, discuss the use of company personnel and sales or production subsidiaries as well as explore franchising, licensing and other channels of international distribution
3. To examine the process of evaluating, recruiting and managing international sales representatives and the mechanism involved in selling into department stores and hypermarkets
To understand the importance of international segmentation in marketing and internationalisation strategies
1. To know targeting strategies: concentrated, differentiated, product specialisation, market specialisation, full market coverage
To know the main brand strategies: global, regional or local
1. To understand the brand value creation process in the global markets
To know the positioning brand strategies in the international markets
To understand the concepts of e-business and digital business models that a company can deploy, as well as the importance of the strategy, marketing and technology in an e-business project
To analyse the goals of an export department and how to benchmark them
To offer a global vision on Foreign direct investment (FDI)
To learn the different strategies to establish a company abroad
To examine how the diversity of cultures can influence the outcome of an International Marketing Plan
To understand the key concepts related to Trade-Related Aspects of Intellectual Property Rights
To learn about the tools that a company can implement to fight against corruption
The pillars of a Global Ethics Model for international business