Market Segmentation. Brand. Positioning

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Syllabus of the Subject: International Segmentation, Brand Strategy, and Positioning.

This subject “International Segmentation, Brand and Positioning” consists of three parts:

1- International Market Segmentation.

  1. Importance of international markets segmentation
  2. Criteria for a market segmentation
  3. Steps of a process of the international segmentation
  4. Niche markets
  5. Worldwide segmentation strategy
  6. Targeting strategies:
    1. Concentrated
    2. Differentiated
    3. Product Specialisation
    4. Market Specialisation
    5. Full Market Coverage
  7. Case Study:
    1. Segmentation strategy of the Volkswagen Group
    2. Matsushita Electric (Panasonic)
    3. United Airlines
    4. BECEL/FLORA (Unilever)
    5. VALS reports

2- Global Brand Strategy.

  1. Importance of the brand in the internationalisation strategy
  2. Brand value
  3. Brand strategies in the foreign markets
  4. Global, regional, and local brands
  5. Building an international brand
  6. Case Study:
    1. Top global brands
    2. Unilever
    3. Wrigley Company
    4. ACER
    5. Gucci Group
    6. Nutrexpa
    7. Mitsubishi

3- Positioning in the International Markets.

  1. Introduction to the positioning in the international markets
  2. Stages of the international positioning
  3. Strategies of the global positioning
  4. Global brand positioning
  5. The Twenty-two Immutable Laws of Marketing
  6. Case Study:
    1. United Biscuits
    2. Ford Motor Company
    3. Erste Bank
    4. Positioning a new product in the Australian Market

The main objective of the subject “International Segmentation, Brand and Positioning” is to learn about the International Market Segmentation, Brand, and Positioning and its importance in the international marketing strategies:

  1. To understand the importance of the international segmentation in the strategies of international marketing and internationalisation
  2. To know the targeting strategies: concentrated, differentiated, product specialisation, market specialisation, and full market coverage
  3. To know the main brand international strategies: global, regional, or local
  4. To understand the process of creating brand value in the global markets
  5. To know the strategies of positioning a brand in the international markets
The Subject (e-learning) “International Segmentation, Brand and Positioning” is part of the following Higher Education Programs (Bachelors, Masters, Doctorates) taught by EENI Business School & HA University:
  1. Master's Degree in Foreign Trade and Marketing (e-learning)
  2. Professional Master's Degree in International Business
  3. Diploma in International Marketing
  4. Course: Advanced global marketing
  5. Bachelor's Degree in International Trade (e-learning)

Student (EENI Business School & HA University)

Languages of study Higher Education in English or Post-secondary Education in French Segmentation, Marque, Positionnement Higher Education in Spanish Segmentación, marca, posicionamiento internacional Tertiary Education in Portuguese

Credits of the subject “International Segmentation, Brand and Positioning”: 4 ECTS.

Area of Knowledge: International Marketing

Sample of the subject - International Segmentation, Brand and Positioning:
Global brand strategy

Description of the Subject (International Segmentation, Brand, and Positioning):

Without a doubt, it would be ideal for an export enterprise to offer a tailored (or adapted) product or service to each of its clients (importers). As this is impossible, the exporter need develop goods and/or services tailored to different segments of the market.

International market segmentation

The International market segmentation is a key element of the International Marketing Plan. The global market segmentation will require a strong effort to focus the strategy in each market niche. The main objective of the international segmentation is to improve the position of the brand of the product or service.

The international market segmentation allows the exporter:

  1. Product or service differentiation
  2. To manage the local, regional, or international distribution
  3. To improve the communication and promotion policy for each segment

International Brand

International Targeting Strategies:

  1. Concentrated strategy
  2. Differentiated strategy
  3. Product specialisation
  4. Market specialisation
  5. Full market coverage

Positioning is the process of designing an offer and image of the enterprise so that it occupies a distinct and valued place in the mind of the consumer. The objective of positioning a product or a service is to make sure that it occupies a certain place in the mind of the consumer (importer), differentiating it from the competition.

Positioning a product or service consists gaining a proper meaning in the mind of the customer as to where the product or service sits in the market segment to which it belongs. This may be achieved by the attributes of the product (or the service) or through the international promotion policy.

Positioning a brand

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