EENI Global Business School

Global Marketing (principles, strategies, and practices)


African Students (Masters, Courses, Foreign Trade, Business)
Masters in International Business and Foreign Trade (MIB AI) MIB and APEL (Accreditation of Prior Experiential Learning)
Doctorate in International Business (DIB AI) Online MIB and APEL (Accreditation of Prior Experiential Learning)
Artificial Intelligence (AI) for Global Business (Online Course
Global Transport and Logistics
We Trust in Africa (Affordable Higher Education for Africans)
Harmony of Religions. Sri Ramakrishna Principle and Global Business
☰

Enroll / Request Information Contact - Contact by WhatsAppWhatsApp

Module: Segmentation, targeting, and positioning strategies (International Marketing)

Global Marketing: export prices, distribution, promotion, AI

Global marketing entails promoting products or services across international markets while adapting strategies to diverse cultural, economic, and regulatory environments

This module provides a foundational understanding of global marketing principles, strategies, and practices. Students will explore how businesses identify and respond to global market opportunities, understand cultural nuances, segment international markets, and develop marketing strategies (Product, Placer, Promotion, Price) that are globally consistent yet locally responsive.

Syllabous

1- Foundations of International Marketing

  1. Marketing Definitions
    1. Case Study: Coca-Cola’s Global Marketing Strategy
  2. Global Marketing Evolution
    1. Case Study: Nike’s Global Marketing Evolution. AI in Nike campaigns
  3. Global Marketing and Drivers of Globalization
  4. Standardization vs. Adaptation. Glocalization Strategies
    1. Case Study: McDonald’s Glocalization Strategy
    2. Case Study: Unilever’s Glocalization Strategy
    3. Case Study: Nestlé’s Glocalization Strategy
  5. AI in International Marketing and Customer Insights

2- Global Market Environment

  1. Introduction to Market Environment
    1. Case Study: BRICS Expansion and the New Development Bank (NDB)
    2. Case Study: African Market Environment
  2. PESTEL Analysis (Political, Economic, Social, Technological, Environmental, and Legal)
    1. Case studies: PESTEL Analysis for Nigeria and India
  3. Global Economic Systems
    1. Case Study: Ghana's Economic System Transition
    2. Case Study: Vietnam’s Economic System Transition
  4. Global Marketing & Trade Agreements
    1. Case Study: Dangote Cement – Global Marketing & Trade Agreements in Africa

3- Global Market Research

  1. Introduction to Market Research
    1. Case Study : Starbucks – Global Market Research for International Expansion
    2. Case Study: Market Entry Plan for a Fashion Brand
  2. Primary Research vs. Secondary Research
    1. Case Study: Global Market Research in Fashion Retail (Zara)

4-  Segmentation, Targeting, and Brand Positioning (STP)

  1. Bases for Global Segmentation
    1. Case Study: Tesla’s STP Strategy in the Electric Vehicle Market
    2. Case Study: Coca-Cola’s Global Segmentation Strategy
  2. Global Targeting Strategies
    1. Case Study: Starbucks’ Glocal Targeting Strategy
  3. Global Brand Positioning
    1. Case Study: Coca-Cola – A Masterclass in Global Branding
    2. Case Study: Nike’s Global Brand Positioning
    3. Case Study: MTN Group’s Brand Positioning in Africa
    4. Case Study: Starbucks in China – Brewing Global Brand Success Locally

5- Global Distribution Policy & Entry Strategies

  1. International Distribution Strategies
    1. Case Study: IKEA’s International Expansion
    2. Case Study: Distribution Strategy for a Food Product in India
  2. Exporting
    1. Case Study: UNIQLO’s Export and Distribution Strategy
  3. Direct Distribution
    1. Case Study: Tesla’s Direct Distribution Model
    2. Case Study: Nike’s Direct Distribution Strategy
  4. Hybrid Distribution (Multi-channel)
  5. Importers and Distributors
    1. Case Study: Importer of Consumer Electronics – “TechWave Imports”
    2. Case Study: Distributor of FMCG Products (“FreshLink Distributors”, Mexico)
    3. Case Study: PanAfric Distributors Ltd.
    4. Case Study: AsiaTech Distributors Ltd.
    5. Case Study: Distributor in the Middle East – “DesertLink Distribution Co.”
  6. E-commerce and Digital Entry
    1. Case Study: Warby Parker — Digital Entry Disrupting the Eyewear Industry
    2. Case Study: Dell Technologies’ Hybrid Distribution Strategy
  7. Digital Distribution
    1. Case Study: Netflix and the Transformation of Digital Distribution in Entertainment
  8. Licensing and Franchising
    1. Case Study: General Electric (GE) and its International Expansion (Licensing Strategy)
  9. Foreign Direct Investment (FDI)
    1. Investments Abroad
    2. UNCTAD and Foreign Direct Investment
    3. Case Study: Toyota’s Foreign Direct Investment in the United States
    4. Case Study: Mining Industry and Resource-Seeking FDI in Africa (The Case of Rio Tinto in Guinea)
  10. Strategic Alliances
    1. Case Study: Renault-Nissan Alliance
  11. Wholly Owned Subsidiaries
    1. Case Study: Tesla’s Wholly Owned Subsidiary in China — Gigafactory Shanghai
  12. Joint Ventures
    1. Case Study: Sony Ericsson Joint Venture
    2. Case Study: MTN and Vodafone Joint Venture in Africa
  13. Global Distribution and E-business
    1. Case Study: Amazon – Global Distribution Powered by E-Business
  14. International Sales Network Management
    1. Case Study: Sales Network Management in Africa
  15. Export Department
    1. Case Study: Apex Manufacturing’s Export Department Expansion into Southeast Asia
  16. Director of the Export Department
    1. Case Study: Director of Export Department at Horizon Manufacturing
    2. Case Study: Director of Export Department at SunTech Solutions, Nigeria

6- Global Marketing Mix

  1. Traditional 4Ps (Product, Price, Place, Promotion)
  2. Extended Ps (People, Process, Physical Evidence)
    1. Case Study: PepsiCo’s Global Marketing Mix
    2. Case Study: Sunrise Boutique Hotel

7-  Global Product Policy

  1. Introduction to Product Policy
    1. Case Study: McDonald’s Global Product Policy
    2. Case Study: Apple Inc.'s Global Product Policy for the iPhone
  2. Product Adaptation to Different Markets
    1. Case Study: Nestlé’s Product Policy for Halal Products in Islamic Markets
    2. Case Study: Toyota – Product Adaptation in Global Markets
    3. Case study: Product Adaptation for Islamic Markets. The Case of Unilever.

8- Global Pricing Strategies

  1. Introduction to Pricing Strategies
    1. Case Study: Netflix’s Global Pricing Strategy
    2. Case Study: Apple’s Pricing Strategy in Asia
  2. Global Pricing, Logistics and Incoterms
    1. Case Study: TechTrend Innovations and Global Expansion (Logistics & Incoterms)

8- Global Promotion Strategies

  1. Place (Distribution) and Promotion
  2. Religion and international product/service policies
  3. Comparative Analysis: Place and Promotion in B2C vs. B2B Global Marketing
    1. Case Study: Nike’s Global Promotion Strategy
  4. Media Planning in International Markets
    1. Case Study: Coca-Cola’s “Taste the Feeling” Campaign in International Markets
  5. Green Marketing
    1. Case Study: Patagonia — Pioneering Green Marketing in Outdoor Apparel

By the end of this module, students will be able to:

  1. Explain key concepts and theories in global marketing
  2. Analyze international market environments and entry strategies
  3. Evaluate cultural, economic, and regulatory influences on global marketing.
  4. Apply segmentation, targeting, and positioning strategies in an international context.
  5. Develop global marketing mix strategies (4Ps)
  6. Critically assess global branding and communication strategies
  7. Understand ethical, digital, and sustainability issues in global marketing.

E-learning Courses, Diplomas (Global Business, Foreign Trade)

The module “Global Marketing (principles, strategies, and practices)” is included within the curriculum of the following academic programs at EENI Global Business School:

Masters: International Business, Foreign Trade.

Masters in International Business and Foreign Trade (MIB AI)

Doctorate: Global Trade.

Doctorate in International Business (DIB AI) Online

Postgraduate Certificate in Global Marketing.

Professional Certificate in Global Marketing and Internationalization

  1. Course: Advanced Global Marketing
  2. Course: Global Marketing

Languages: Masters, Doctorate, International Business, English or Study Doctorate in International Business in French Marketing mondial Study Master Doctorate in International Business in Spanish Marketing Global Masters Foreign Trade in Portuguese Marketing global.

  1. Cultural influence of religion in global business

(c) EENI Global Business School (1995-2025)
Top of this page

Knowledge leads to Unity, Ignorance to Diversity S.R.