International Marketing - Master in International Business

Professional Master in International Business (e-learning): Globalisation, Foreign Trade, International Marketing, Adaptation to the Student's Country (Africa, Asia, Middle East, Europe), Internationalisation, World's Economic Areas, Thesis, Career Opportunities

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Module: “International Marketing” - Professional Master in International Business (MIB, e-learning)

The Professional Master in International Business will then cover the analysis of the Global marketing strategies. The objective of the module 3 “International Marketing” of the Master is to provide all the knowledge, tools, and techniques necessary to manage all the technical aspects related to the global marketing of an exporting company: International Pricing, product, promotion, brand, segmentation, and distribution.

The subjects of the Module “International Marketing” are:

International Marketing

International Marketing
Market Research
International Product Policy
International Pricing Policy
International Promotion Policy
International Distribution
International Segmentation, Brand, and Positioning
e-Business
Trade in Services
Not to Corruption in International Business (PDF)

Not to Corruption in International Business

The objectives of the module three “Global Marketing” of the Master in International Business (Foreign Trade, International Marketing, and Internationalisation) MIB Executive are:

To learn about the key concepts in international marketing.
1. The student will analyse the purpose of the 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
To understand the key tools and concepts of the 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 the international product policy key areas, the importance of adapting the product to the local requirements when entering new export markets and analyse of the product characteristics that typically need to be modified for the different markets
To understand the importance of an appropriate International Pricing Strategy when entering new export markets
1. To examine the pricing options available to the 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 the exporter, outline the key points to note when designing a company brochure and analyse the tools available when implementing a promotion campaign
1. To understand the influence of a country's international brand on its export performance
2. To understand the fundamentals of the 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 planning an appropriate International Distribution Strategy when entering new export markets, examine the distribution options available to the exporter, outline the criteria to be used when selecting a distribution option and analyse the strategies that can be implemented for consumer and/or industrial products
1. To know the channel options, that may be used when entering the new export market.
2. We are going to examine the direct and indirect export channels available to the exporter, analyse the functions of importers and representatives, discuss the use of the 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 the strategies of marketing and internationalisation
1. To know the 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 process of creating brand value in the global markets
To know the strategies of positioning a brand 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 understand the key concepts of trade in services: modes of supply, most-favoured-nation, liberalisation, market access...
To learn about the tools that a company can implement to fight against the corruption