Advanced Global Marketing (Course)

1. Credits: 11
2. Tuition Fees: EUR 264
3. Duration: 9
   weeks It is recommended to dedicate about twelve hours of study per week following a flexible schedule. It is possible to reduce the duration dedicating more hours a week
4. Open Online Enrollment
5. Download the syllabus of the Course (PDF)

Languages:

1. Also
   available in For improving international communication skills, student has free access to the learning materials in these languages (free multilingual training).
   Marketing Internacional Marketing International Marketing Internacional

This course belongs to the following Higher Education Programs offered by EENI:

Postgraduate Certificate in Global Marketing.

Masters: Foreign Trade and International Marketing, International Business.

Doctorate: World Trade.

The goals of the Course are the following:

1. To understand the key tools and concepts of Global Market Research and how best to apply them
   1. PESTEL Analysis (Political, Economic, Social, Technological, Environmental, and Legal) is an analysis of external macro-environment that affects all the firms
2. To understand the importance of international segmentation in global marketing and Internationalization Strategies
   1. To know targeting strategies: concentrated, differentiated, product specialization, market specialization, and full market coverage
3. To learn about main brand strategies: global, regional, or local
   1. To understand the brand value creating process in global markets
   2. To learn about strategies of positioning a brand in international markets
4. To understand how diversity of culture can influence the outcome of a marketing plan
   1. Outlining the key strategies to dealing with new cultures
   2. Highlighting the critical errors to be avoided when dealing with different cultures
5. To understand the concepts of e-business and digital business models that a company can deploy, as well as the importance of strategy, marketing and technology in an e-business project