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

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

The Professional Master in International Business taught by EENI (Business School) and the Hispano-African University of International Business, will then cover the analysis of the global marketing strategies.

The objective of the module 3 “International Marketing” of the Professional Master in International Business 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:

1. International Marketing
2. Market Research
3. International Product Policy
4. International Pricing Policy
5. International Promotion Policy
6. International Distribution
7. International Segmentation, Brand, and Positioning
8. e-Business
9. Trade in Services
10. Not to Corruption in International Business (PDF)

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

1. 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
2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
8. To know the main brand strategies: global, regional or local
   1. To understand the process of creating brand value in the global markets
9. To know the strategies of positioning a brand in the international markets
10. 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
11. To understand the key concepts of trade in services: modes of supply, most-favoured-nation, liberalisation, market access...
12. To learn about the tools that a company can implement to fight against the corruption

This module includes the Market Access Tool:

Enrolment Procedure (continuous):

Request for information

Samples of the module “International Marketing” of the Master Executive in International Business:

Master Negocios Internacionales Master en affaires internationales Mestrado em Negócios Internacionais

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