EENI Global Business School
Objectives (Master in International Trade)

Objectives of the Master in International Trade and Marketing (eLearning)

Master in International Trade and Marketing taught by EENI Global Business School

Module I: Foreign Trade

Master of Science in Foreign Trade / Marketing

The objective of the module one “Foreign Trade” of the Master in International Trade and Marketing taught by EENI is to provide all the knowledge, tools, and techniques necessary to manage all the technical aspects related to foreign trade: Incoterms® 2020, transportation, customs, documents, payments, documentary credits, international finance, contracts...

The specific objectives of the module “Foreign Trade” are to understand...

  1. The liberalisation process and the role of the World Trade Organisation
  2. Trends to Regionalism, role of the Emerging Markets, the BRICS Countries, India, and China
  3. The nature of exporting and the difficulties that may arise.
    1. To learn about Import/Export transactions, the difficulties with them and how to overcome these challenges
  4. The different types of documents used in Foreign Trade, which documents usually require the customs, the requirements for the various documents and how to fill in these documents correctly
  5. The FIATA Transport Documents
  6. The responsibilities of the exporter and the importer under the Incoterms® 2020 and how the Incoterms® 2020 are used in International Trade transactions
  7. The role and functioning of customs and the role of a customs agent.
    1. To become familiar with the import procedures
    2. The different customs procedures, the methods of products classification and learn to complete the customs documents
    3. The Role of the World Customs Organisation and the World Trade Organisation
  8. To know how to identify and distinguish Non-tariff Measures (technical and non-technical) in Foreign Trade
    1. Technical Barriers to Trade (TBT)
    2. Anti-dumping Measures and Safeguards
    3. Pre-shipment Inspection
    4. Sanitary and Phytosanitary Measures
    5. Import Licensing and Quotas
  9. The importance of a correct logistics and transport management for the international trade.
    1. To analyse the transport modes (marine, air, road, train, multimodal) and their characteristics as well as the transport documents required for each mode of transport and how to complete them
    2. To understand the functioning of the marine transport, the documents required for the Sea freight and how to complete them
    3. To familiarise the student with the different types of packaging, packaging materials, pallets and containers utilisation, packing marks, modes of transport and packaging, and the criteria to be used when selecting an appropriate packaging for particular shipments
  10. The various methods of payment used in International Trade and outlining their differences, advantages, and disadvantages both for the importer and the exporter.
    1. What the Documentary Collections are and how they work.
    2. Export and import collections will be analysed
  11. The importance of the Documentary credits in International Trade.
    1. How the Documentary Credit and the letters of credit works and the obligations of the involved parties
  12. The various methods of the international finance both for exports and imports
    1. Fundamentals of foreign exchange markets
    2. Different types of bonds and guarantees and how they operate
    3. Various methods for managing foreign exchange and country risk.
    4. Forward exchange contracts and currency options will be examined in greater detail.
    5. Forfeiting, Factoring, and Invoice Discounting will be analysed
  13. Fundamentals of international contracts and how they are used in International Trade transactions
  14. To understand the key concepts related to trade in services: modes of supply, most-favoured-nation, liberalisation, and market access.
  15. To understand the key concepts related to Trade Facilitation

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Module II of the Master: International Marketing

Master of Science in International Marketing

The objective of the module twoInternational Marketing” of the Master in International Trade and Marketing 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, distribution...

  1. To learn about the key concepts related to international marketing.
    1. We will analyse the purpose of the international marketing, explore the concepts of export prices and value to the customer, examine the marketing mix in the context of the export marketing and discuss the key elements of an export marketing plan
  2. To understand the key tools and concepts of International market research and how best to apply them. A PEST analysis is an analysis of the external macro-environment that affects all the firms
  3. To learn international product policy key areas, the importance of a product adaptation to the local requirements when entering new export markets and analyse 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 available tools 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 the 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 of 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 the consumer and/or industrial products
    1. To know the channel options, that may be used when entering new export markets.
    2. We are going to examine the direct and indirect export channels available to the exporter, analyse the functions of the importers and representatives, discuss the use of a company personnel and sales or production subsidiaries as well as explore franchising, licensing and other channels
    3. To examine the process of evaluating, recruiting and managing the international sales representatives and the mechanism involved in selling into the department stores and hypermarkets
  7. To understand the importance of the international segmentation in global marketing and strategies of 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 brand value creation in the global markets
  9. To know the strategies of positioning a brand in the international markets
  10. How to set up and run an Export Department
  11. To learn how to adapt the international marketing strategies to the different countries through the principles of the intercultural negotiation.

Evaluations Thesis Master

The assessment of the student is continuous and is based on the successful completion of exercises:

Each subject of each module of the Master in International Trade and Marketing (Incoterms® 2020, International Logistics, international distribution, export prices, customs, promotion...) has exercises that are evaluated, which the student must work out and pass to obtain the diploma issued by EENI.

The important thing is to learn!

The purpose of these exercises is that the student works on practical cases and tries to solve them efficiently. Normally, the professors need one week to evaluate an exercise.

When the tutor has evaluated the exercise, the student will receive a message with the score and comments. If the teacher feels that the student has not reached the minimum level required, he will guide the student in order to improve the quality of their exercises.

Main subjects analysed in the Professional Master:

  1. Foreign Trade: globalisation, exporting, import and export documents, Incoterms® 2020, customs, import and export processes, transport and international logistics, payment methods and documentary credits, international financing, Foreign Exchange Markets, international contracts and export department
  2. International marketing: market research, product policy, export prices, international promotion, international distribution, Segmentation, Brand, and Positioning...

Direct exports

Export Prices (International Pricing Policy)

Global brand strategy (Course Master)

Customs Procedures (Foreign Trade) Origin of Goods

Mexico FEMSA

Import Export Documents, Bill of lading, packing list, Invoice, Certificates, AWB (International Trade)

Documentary Credits, Letters of Credit (LC), Foreign Trade, International Payment Methods, documentary collections

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