Market Segmentation. Brand. Positioning (Course, Master)

EENI Business School & HA University



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

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

1- International Market Segmentation.

  1. Importance of the international market segmentation
  2. Criteria for the market segmentation
  3. Steps of an international segmentation process
  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. Brand importance in the strategy of internationalisation
  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
  7. Intellectual Property Rights (TRIPS)
    1. World Intellectual Property Organisation (WIPO)

3- International market positioning.

  1. Introduction to the international market positioning
  2. International positioning stages
  3. Strategies of 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 international marketing and the strategies of 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 brand value creation in the global markets
  5. To know the strategies of positioning a brand in the international markets

The Subject “International Segmentation, Brand and Positioning” is part of the following Online Higher Education Programs taught by EENI Business School & HA University:
  1. Masters: Foreign Trade and Marketing, International Business
  2. Doctorate: Global Trade
  3. Diploma in International Marketing
  4. Course: Advanced Global Marketing

Online Student (Master International Business)

Learning materials in Master in International Business in English or Study, Master in International Business in French Segmentation, Marque, Positionnement Study Master Doctorate Business in Spanish Segmentación, marca, posicionamiento internacional Masters Foreign Trade in Portuguese Segmentaçao, Marca e Posicionamento

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

Area of Knowledge: International Marketing

Example of the Online Subject - International Segmentation, Brand and Positioning:
Global brand strategy (Course Master)





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Paterson Ngatchou: EENI Academic Coordinator for Anglophone Countries
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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 to develop goods and/or services tailored to the different market segments.

International market segmentation (Course Master)

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 brand position of the product or service.

The International market segmentation allows the exporter:

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

International Brand (Master)

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 enterprise image 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 product attributes (or service) or through the international promotion policy.

Positioning a brand (Course Master)



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