Master International Business Global Marketing Internationalization Executive

- Globalization and international business. Positive and negative effects. Historical background.
- Globalization: International trade and financial markets. Cultural, political, and environmental dimensions of globalization.
- Globalization and international institutions: United Nations, WTO, WB, IMF, European Union.
- Liberalization. The role of the World Trade Organisation.
- Regionalism. World economic agreements.
- Emerging markets. BRICM countries. India and China.
- World financial and economic crisis. Regional analysis: Africa, Asia, Europe, Arab countries. Global food crisis.
- Antiglobalization.

- United Nations: introduction.
- Structure and organization. Main bodies. Agencies, programmes and subsidiary bodies. Secretariat.
- ECOSOC- Economic and Social Council.
- United Nations System.
- Human Development.
- Millennium Development Goals (MDGs).

- Introduction to the United Nations Conference for Trade and Development UNCTAD.
- International trade and Commodities. UNCTAD Conferences. Relationship with other agencies.
- Investment, technology and enterprise.
- Globalization and development.
- Africa, Least developed countries, Land-locked developing countries, Small Island Developing States.
- UNCTAD Statistics.
- Trade and development report.

- Introduction to the International Trade Centre INTRACEN.
- Country information.
- Market analysis tools.
- Market development services.

- World Bank: introduction. Organization. Members.
- WB and Millennium Development Goals.
- WB operations: Fund generation, loans, trust funds and grants.
- World Bank projects. Profiles. Databases. Projects lifecycle (Identification, preparation, appraisal, approval, implementation, completion, evaluation).
- Doing business with the World Bank.
- International Bank for Reconstruction and Development.
- International Development Association (IDA).
- World development indicators.

- Introduction to the World Trade Organization (WTO).
- From General Agreement on Tariffs and Trade (GATT) to World Trade Organization.
- Principles of the trading system.
- WTO agreements. Tariffs. Agriculture. Standards and safety. Textiles. Services. Intellectual property. Anti-dumping, subsidies. Non-tariff barriers.
- The General Agreement on Trade in Services (GATS).
- Regional trade agreements. Regionalism.
- The Doha agenda.
- World trade report.

- Introduction to the International Monetary Fund. Membership.
- Main IMF activities. IMF Goals. Surveillance, assistance and lending.
- Collaboration with other institutions (WB, WTO, UN, ...)
- Special Drawing Rights (SDRs).
- International Monetary Fund: Globalization and crisis.
- World economic outlook.

- Introduction to Organisation for Economic Co-operation and Development (OECD). History.
- OECD analyses and studies. OECD economic outlook.
- Structure of the organization.

  Other institutions

- International Chamber of Commerce.
- The Commonwealth.
- G-77

- Introduction to exporting.
- Advantages of exporting.
- Resources needed.
- Starting the export activity.
- The export process.
- Problems deriving from non-internationalisation.
- Introduction to Foreign direct investment (FDI).

- Import export documents. Documentation in international trade.
- Documents of origin (Certificate of Origin)
- Commercial documents (Proforma, Invoice, Packing List...).
- Transport documents.
- Administrative documents.
- Other documents.
- Case study: Exporting fish to Angola.

- Customs Procedures. Functions of customs.
- Customs clearance. Examination of Goods. Customs Treatment or Use of Goods. Summary declaration.
- Release for Free Circulation. Dispatch for Consumption. Import Procedures. VAT Payable on Imported Goods.
- Single Administrative Document (SAD).
- Origin of goods (EU customs legislation).
- Customs valuation in the European Union.
- Classification of goods. TARIC (Integrated Tariff of the Community).
- Customs agents.
- Case study: Market Access Database.

- Introduction to the World Customs Organization (WCO).
- Harmonized System (HS).
- Customs Valuation.
- Rules of Origin. WTO Agreement on Rules of Origin.
- Customs Enforcement and Compliance. WCO SAFE Package.
- Customs Procedures and Facilitation.
- Conventions: Revised Kyoto Convention, ATA System and Customs Convention on Containers.
- Case study: Market Access Map.

- The World Trade Organization (WTO). Multilateral trading system.
- WTO agreements. Tariffs. Agriculture. Standards and safety. Textiles.
- Anti-dumping, subsidies, safeguards.
- Non-tariff barriers.
- Agreement on Import Licensing Procedures.
- Agreement on customs valuation. Rules for the valuation of goods at customs. Methods: Transaction value, identical or similar goods, Deductive or computed method and Fall-back.
- Preshipment Inspection Agreement.
- Rules of Origin Agreement
- Customs and Regional trade agreements.
- Customs procedures and the Doha agenda.

- What are Incoterms 2010?.
- Analysis. Comparative tables.
- New Incoterms: DAT and DAP. Replaced Incoterms: DAF, DES, DEQ and DDU.
- Incoterms for sea and inland waterway transport: FAS - FOB - CFR - CIF.
- Incoterms for any mode of transport: EXW - FCA - CPT - CIP - DAT - DAP - DDP.
- How are they used?.

International Transport and logistics.
- Introduction to international Transport and logistics.
- Selecting a mode of transport.
- Transport documents and insurance.
- Case study: FEDEX and UPS.

Export packaging
- The importance of appropriate packaging.
- Types of containers.
- Types of packaging materials.
- Electronic tagging.
- Marks on packaging.

- Introduction to marine transport.
- Documentation. Bill of Lading (B/L).
- Cost of marine transport. Freight.
- Insurance.
- Legislation. The Hague Visby Rules. Hamburg Rules.
- Main ports of the world.
- Case study: Port of Rotterdam, Tokyo and Singapore. Cosco. Evergreen. Maersk Group.
- Outlook of marine transport market. The world fleet.

International air transport
- Unit load device.
- IATA (International Air Transport Association)
- Air freight insurance. International air freight tariffs.
- AWB (Air Waybill).
- Main airports of the world.

International road transport
- Conventions governing road transport: CMR and TIR. Road freight market.
- Road freight documentation (CMR). Forwarder certificate of receipt (FCR).
- Flows in international road freight transport.

Rail transport.
- Rail freight market. Documentation: CIM Rail Consignment Note. Governing conventions (CIM and TIF). Insurance.
- The Shinkansen high speed rail network.

Multimodal transport
- Multimodal and intermodal transportation.
- UNCTAD/ICC Rules for multimodal transport documents. Multimodal Bill of Lading.
- Intermodal transport chain.

- International contracts and foreign trade.
- UNCITRAL- United Nations Commission on International trade Law.
- United Nations convention on contracts for the international sale of goods (1980) [CISG].
- The Vienna Convention.
- The Hague conventions.
- Clauses of an international contract.
- Arbitration.
- Examples of contracts: distributor, importer, agent, ...

- International Methods of payment. Countries and payment terms.
- Bills of exchange. Bank draft. Bank transfer. Clean collection.
- Documentary collections.
- Letters of credit (L/C). Types and modalities, terminology, opening, availability, contents, documents ...
- UCP 600. Electronic L/C.
- Import Letters of credit.

- International finance.
- Foreign trade finance. Finance of export and import transactions.
- Pre and Pre-shipment finance.
- International risk: payment, foreign exchange, counterparty, delivery, ...
- Country risk. Sovereign risk.
- Credit ratings. Country risk evaluation and classification.
- Corruption perceptions index.
- Case study. Thailand and South Africa.

- Foreign Exchange Market (FOREX).
- The Bank for International Settlements (BIS). Tobin tax.
- Currency trading. The players (Central banks, companies, brokers, hedge funds, investors and speculators...)
- European Central Bank. The Euro.
- Currency exchange rates.
- Options.

- International bonds and guarantees.
- Tender and performance bonds. Advance / progress payment bond. Retentions and On Demand Bonds. Other types of guarantees.
- Managing bonds and guarantees. Bank obligations. Customer liability records.
- ICC Rules for the issuance of bonds and guarantees.
- Factoring and forfaiting.
- Invoice discounting. Endorsements. Bills of exchange.
- Documentary collections. Clean collection. Managing collections.

- The export department. Set up and run.
- Functions, goals and organization of the export department.
- Director of international business, export manager, country area manager.
- Case study: Analysis of the difference between the departments of export in Spain and Latin America.
- Case study: the assignment of sales areas in the international department.

- The export process and the international marketing.
- Key concepts in international marketing. Global marketing mix.
- Global Marketing process and international trade.
- Export marketing plan. Business plan.
- From local to global company.
- e-Marketing.
- Case study: TESCO. Fiat Iveco. General Electric (GE)

- Global market research.
- Quantitative analysis.
- Qualitative methods.
- Market profitability. Sales potential in foreign markets.
- PEST analysis (Political, Economic, Social and Technological factors)
- Market research study.
- Case study: Mitsui Co. Cargill.

- Global product policy.
- Strategies. Local and global products. Standardization, adaptation, diversification.
- Business portfolio. BCG Growth-Share Matrix. McKinsey matrix. Experience Curve.
- Quality and international marketing.
- Certification. CE Mark.
- e-Product. Digital value. Pervasive computing.
- Case study: Silicon Graphics. Comfort (Unilever). AESSEAL (MCK). Johnson and Johnson. General Motors Corp. Tantrix. Linux. Nintendo.

- International pricing policy. Product life cycle.
- Pricing strategy when entering new export markets.
- Export prices. International prices and Incoterms.
- Competitor's prices. Pricing options available to the exporter.
- e-Business and pricing policy.
- Case study: Pricing Policy and Inflation.
- Case study: Economic Price of Traded Goods and Services in Asia.

International Promotion
- International Promotion policy.
- Promotion: Global, regional or local strategies.
- Promotion strategy when entering new export markets.
- Direct and indirect international promotion.
- Promotion campaign. Brochures and catalogs.
- Advertising and publicity. The Advertising Agency.
- Public relations. Sponsoring and Fund Raising.
- Case study: Benetton. Red Bull. AXE (Lynx) Campaign. OMO (Surf). Omnicom. Ten Best Advertising Slogans.

Country Brand
- The concept of country brand.
- The influence of country brand in global marketing.
- The country brand as a competitive advantage.
- International Rankings. Rating Agencies.
- Case study: Country Brand Index. Cafe de Colombia. Proudly South African Brand. Indian Software brand.

A business trip
- International business travel.
- Organisation of the trip.
- The international sale.
- Post-trip activities.

International fairs
- A key aspect of international marketing.
- Objectives of participation.
- Preparation and organization of international fairs.
- Main trade fairs in the world.
- Case study: Pininfarina in Auto Shanghai

e-Promotion.
- Key concepts of e-Promotion.
- Promoting online effectively.
- Search engine positioning.

International distribution
- Introduction to international distribution policy.
- Indirect exports.
- Consultancy.
- Associated exports. Consortia.
- Trading companies. Sogo Shoshas and Chaebols.
- Case study: Toshiba. The Third Italy. Mitsubishi Corporation. Sanofi-aventis

Direct exports.
- Importers.
- Representatives.
- Company personnel.
- Foreign subsidiaries: sales / production.
- Internationalization: licenses and franchises.
- Other distribution channels.
- Case study: Set it up in Costa Rica. Sumitomo. Itochu. Rolls-Royce. Renault-Nissan Alliance. 7-Eleven. Mango. International distribution networks in centralised economies.

Sales network management.
- Representation contracts.
- Recruitment Methods.
- Control representatives Work.
- International sales: purchasing departments, delegated agents.
- Distribution and e-business. Going international with e-business
- Case study. Exclusive agent in two markets. "Grey" Networks. Electrolux India. Itochu.

- International market segmentation.
- Worldwide Segmentation Strategy. Targeting strategies: concentrated, differentiated, product specialization, market specialization and full market coverage.
- Case study: Segmentation strategy of Volkswagen Group. Matsushita Electric (Panasonic). United Airlines. BECEL / FLORA (Unilever). VALS reports.
- Global brand strategy.
- Brand value. Building an international brand.
- Case study: Top global brands. Unilever. Wrigley Company, ACER. Gucci GrouP. Nutrexpa. Mitsubishi.
- Positioning in the international markets. Stages of Positioning.
- Strategies of positioning. Global Brand Positioning.
- Case study: United Biscuits. Ford Motor Company. Erste Bank. Positioning new product in the Australian Market.

- Digitalisation and e-business.
- The New Economy.
- Business Models on the Web: B2B, B2C, B2A, B2E ...
- e-Business Implementation.
- e-Processes (CRM, SCM, e-Procurement, ...).
- e-Security (Digital Signature, SSL Protocol, Secure Electronic Transactions).
- Case study: Teleworking and e-business. Amazon. Alibaba Group.

- The culture and the global society. Religion and international business.
- High and low context culture (Edward Hall).
- Cultural dimension (Hofstede): Power distance, Individual, Long-Term orientation, ...
- The seven dimensions of culture (Trompenaars).
- Cross-cultural communication and the international marketing plan.
- Intercultural management and international business.
- Cultural patterns and markets. Countries classification. Key strategies to dealing with new cultures.
- Case study: Ceramic tiles perception in different markets. Hofstede's dimensions and World's Religions.
- How to negotiate successfully in ...

- Internationalization. Competitive strategy and international competitiveness.
- Global strategy. Strategic audit.
- Five forces model. SWOT Analysis.
- PEST and value chain analysis.
- Cases of internationalization.

- Introduction to the foreign direct investment (FDI).
- FDI outlook.
- World Trade Organization and FDI. Agreement on Trade-Related Investment Measures (TRIMs).
- OECD and the foreign direct investment.
- European Union policy on FDI.
- The Multilateral Investment Guarantee Agency's (MIGA).
- Appendices: Index of economic freedom (Heritage). FDI atlas. FDI and developing countries.

- United Nations Conference on Trade and Development (UNCTAD) and Foreign direct investment.
- FDI index. Inward and outward index. Methodology.
- World investment report.
- Global Investment Prospects Assessment (GIPA).
- Investment compass tool.

- Establishing companies abroad: sales delegations, affiliated companies, branches, joint ventures.
- Optimizing expropriation risks.
- Corporate governance.
- Developing countries.
- Case: Reconstruction of industry in ex-Soviet Republics.