Master in International Trade and Marketing

EENI- School of International Business

Objectives of the Master in Foreign Trade and International Marketing (e-learning)

Module one of the Master in Foreign Trade and International Marketing: International Trade
Master Foreign Trade

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

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

  1. The Globalisation process and the fundamentals of the international business
  2. The positive and negative effects of the globalisation
  3. The cultural, political, and environmental dimensions of the globalisation
  4. The liberalisation process and the role of the World Trade Organisation
  5. The trends to regionalism, role of emerging markets, BRICS Countries, India, and China
  6. The causes of the World financial and economic crisis
  7. 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
  8. The different types of documents used in foreign trade, which documents usually require the customs, the requirements for various documents and how to fill in these documents correctly
  9. The responsibilities of the exporter and importer under the Incoterms 2010 and how the Incoterms are used in the international trade transactions
  10. 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, methods of products classification and learn to complete the customs documents
    3. The role of the World Customs Organisation and the World Trade Organisation
  11. The importance of a correct logistics and transport management for the international trade.
    1. To analyse the modes of transport (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, documents required for sea freight and how to complete them
    3. To familiarise the student with the different types of packaging, packaging materials, the use of pallets and containers, packing marks, modes of transport and packaging, and the criteria to be used when selecting an appropriate packaging for particular shipments
  12. The various methods of payments used in international trade and outlining their differences, advantages, and disadvantages both for the importer and for the exporter.
    1. What Documentary Collections are and how they work.
    2. Export and import collections will be analysed
  13. The importance of the Documentary credits in international trade.
    1. How the Documentary credit and letters of credit works and the obligations of the parties involved
  14. The various methods of international finance both for exports and imports
    1. The fundamentals of the foreign exchange markets
    2. The different types of bonds and guarantees and how they operate
    3. The various methods of managing exchange and country risk.
    4. The forward exchange contracts and currency options will be examined in greater detail.
    5. Forfeiting, Factoring, and Invoice Discounting will be analysed
  15. The fundamentals of the international contracts and how they are used in the international trade transactions
  16. How to set up and run an Export Department

Pedro Nonell, African Students

Module two: Global Marketing

International Marketing

The objective of the module two Global Marketing” of the Master in Foreign Trade and International 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 of the international marketing.
    1. We 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. 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 the new export markets and the 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 the 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 the 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 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 markets.
    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
    3. To examine the process of evaluating, recruiting and managing the international sales representatives and the mechanism involved in selling into department stores and hypermarkets
  7. To understand the importance of the international segmentation in our 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

Spanish Master Negocios French Master Commerce Portuguese Comércio Exterior



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