Master Global Marketing International(Distance Learning)

The 11th edition of the Master of Global Marketing MGM (distance e-learning) is designed for people with previous knowledge / experience in international trade (logistics, customs...) and who need to know the strategies of global marketing and the different regional markets and the form to do business. Duration: 13 months.

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MGM Language: English (It is possible to study in Spanish or French). Students can make the exercises and communicate with the tutors in English.

1. Introduction to Exporting.
2. Challenges to Overcome.
3. International Marketing Concepts. Marketing Mix.
4. The Marketing Process.
5. The International Marketing Plan.
6. e-Marketing.

Market Research.

1. Market Research
2. Quantitative Analysis
3. Qualitative Methods
4. Market Profitability.
5. PEST analysis
6. Market Research Study

International Product Policy

1. Key areas of international product policy.
2. Local Vs Global Products.
3. Business portfolio.
4. Quality and international marketing.
5. Certification.
6. CE Mark
7. e-Product. Pervasive computing.

International Pricing Policy.

1. Introduction to International Pricing Policy
2. International Prices and Incoterms
3. International Pricing Strategies
4. Pricing options available to the exporter
5. e-Business and pricing policy

International Promotion Policy.

1. Introduction to International Promotion Policy
2. Brochures and Catalogs.
3. Promotion strategy when entering new export markets.
4. Advertising and Public relations
5. Promotion Campaign
6. Country Image
7. International Trade Fairs
8. A Business Trip
9. e-Promotion. Promoting online effectively

International Distribution.

a) International distribution

1. Introduction to international distribution
2. Indirect Exports
3. Consultancy
4. Associated Exports Consortia
5. Trading Companies
6. e-Distribution

b) Direct/Indirect Exports

1. Importer
2. Representative
3. Company Personnel
4. Sales Subsidiary
5. Production Subsidiary
6. License
7. Franchise
8. Other Channels

c) Sales Network Management

1. Sales Network Management
2. Representation Contracts
3. Search Methods
4. Control Representatives Work

International Segmentation, Brand and Positioning.

1. Segmentation in the international markets.
2. Targeting strategies: Concentrated strategy, Differentiated strategy, Product specialization, Market specialization and Full market coverage.
3. International Brand strategy.
4. Positioning in the international markets.
5. Strategies of positioning.

International Trade and Environment

1. International Trade and environment
2. The European Union and the environment
3. Ecological marketing

Intercultural Management.

1. The culture and the global society.
2. Religion, culture and business.
3. Cultural patterns and markets.
4. High and Low context culture
5. Theories: Edward Hall, Geert Hofstede, Trompenaars
6. Intercultural Management
7. Countries classification

Competitive strategy and international competitiveness.

1. Competitive strategy and international competitiveness
2. Global strategy. Strategic audit
3. Five forces model. SWOT Analysis
4. Value Chain Analysis
5. Cases

Asia

Asian Economy

Asia: Institutions and Agreements

1. Asian Development Bank (ADB)
2. Association of Southeast Asian Nations (ASEAN)
3. Asia-Pacific Economic Cooperation (APEC)
4. Economic and Social Commission for Asia and the Pacific ESCAP
5. Other institutions and agreements.

China Introduction

1. History of China
2. About China: geography, population, languages, religion, ...

China Economy

1. China Economy
2. Financial system
3. Industry
4. Agriculture

China Transport and Logistics

1. Introduction
2. Main Ports of China
3. Main logistic companies

1. The China Customs
2. Customs procedures
3. Shanghai Customs
4. Guangzhou Customs District
5. Import & Export procedures

Doing business in India

1. Introduction to India: The spiritual land.
2. History of India
3. Religion. The Hinduism
4. Values of Indian society

India Economy

1. The Indian Economy. Economic Outlook
2. Indian External Trade
3. Industrial sector
4. Services sector. Indian Film Industry “Bollywood”.
5. Micro, Small and Medium Enterprises

Indian States and Union Territories

1. Introduction
2. Economic profile of the 28 states and 7 Union territories.

EUROPE

1. Introduction.
2. The economy.
3. Local Institutions and Regional Integration.
4. The European Union
5. European Union Enlargement

Doing business in Spain

1. General overview
2. The Economy
3. About Catalonia
4. Spanish companies

CASE: Beiersdorf. Global Strategy.

1. The Beiersdorf Company
2. Global Strategy
3. Development of International Business
4. Brand strategy

CASE: Volkswagen. Global Strategy.

1. The Volkswagen Group
2. VW in the global economy
3. Volkswagen International Group’s activities
4. Risk management system
5. e-Business strategy

Doing Business in Russia.

Russia Introduction

• Introduction to Russia. Climate and Geography
• History and Culture
• Religion (Russian Orthodox Church)
• Russian Language
• Other: Arts, Architecture, Mafia, Education, ....

Russia Regions and the CIS Countries

1. CIS (Community of Independent Nations)
2. Russian Autonomous Republics

Russian economy

1. Introduction. Russia Economy. Historical background. Macro- economy
2. Natural Resources. Agriculture. Industry. Energy
3. The Environmental Outlook in Russia
4. Banking and finance. The labor force. Transportation. Russian Customs

Main Ports in Russia. The Port of St. Petersburg

Languages for International Business: French, Spanish or Portuguese

American Economy

America: Institutions and Agreements

1. Inter-American Development Bank
2. The North American Free Trade Agreement
3. Andean Community
4. Southern Common Market
5. Other institutions and agreements.

Doing Business in Mexico

1. About Mexico
2. Economic Outlook.
3. Free Trade Agreements of Mexico.
4. Foreign Direct Investment (FDI) in Mexico.
5. Why Invest in Mexico?
6. Sectors: Software, Agribusiness, Plastic and rubber, Footwear, ...
7. Setting up Business in Mexico

Doing Business in Brazil

1. Introduction to Brazil.
2. Economic Outlook.
3. Foreign Trade of Brazil
4. Foreign Direct Investment (FDI)  in Brazil.
5. Setting up Business in Brazil
6. Foreign Capital: Legal aspects
7. Public-Private Partnership (PPP)

Doing Business in Sao Paulo

1. Sao Paulo, the “Brazil's locomotive”
2. The Economy of Sao Paulo
3. Doing Business in Sao Paulo
4. Public and private sector. PPP.
5. Business Opportunities in Sao Paulo

CASE: Coca Cola.

1. The Coca Cola Company
2. SWOT analysis
3. Brand strategy
4. The local bottling system
5. Strategy for Americas, Asia and Africa.

African Economy

Africa: Institutions and Agreements

1. The African Development Bank
2. African Union
3. New Partnership for Africa’s Development NEPAD
4. The Common Market for Eastern and Southern Africa
5. Other institutions and agreements.

Middle East: Institutions and Agreements

1. League of Arab States
2. Islamic Development Bank
3. Organization of the Islamic Conference
4. Other institutions and agreements.

Doing Business in Dubai United Arab Emirates UAE

1. Introduction to Dubai United Arab Emirates
2. The economy of United Arab Emirates
3. Foreign Direct Investment (FDI) in Dubai.
4. Why Invest in Dubai?
5. How to Set up Business in Dubai
6. Doing Business in Dubai