Course: International Marketing

The Subjects of the Course “International Marketing” offered by EENI Global Business School:

1. Introduction to International Marketing
2. International Promotion Policy
   1. Religion and international promotion
3. International Pricing Policy
4. International Distribution Policy
   1. Importers and Distributors
   2. Strategic Alliances
   3. Licensing and Franchising
   4. Wholly Owned Subsidiaries
   5. Joint Ventures
   6. Global Marketing & Trade Agreements
5. International Product Policy
   1. Standardization vs. Adaptation. Glocalization Strategies

1. Credits: 13
2. Duration: 13
   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
3. Tuition Fees: EUR 312
4. Open Online Enrollment
5. Download the syllabus of the Course (PDF)

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

Postgraduate Certificate in Global Marketing.

Masters: Foreign Trade, International Business.

Doctorate: World Trade.

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 Marketing Marketing

1. To learn about the key concepts of International Marketing. We will analyze the purpose of International Marketing, explore the concepts of price and value to the customer, examine the marketing mix in the context of export marketing and discuss the key elements of an export marketing plan
2. To learn the key areas of international product policy, the importance of a product adaptation to local requirements when entering new export markets and analyze the product characteristics that typically need to be modified for different markets
3. To understand the importance of an appropriate International Pricing Strategy when entering new export markets
4. To examine the pricing strategies available to the exporter and outline the criteria to be used when establishing a pricing strategy. The criteria defined in pricing under Incoterms
5. To learn the importance of an appropriate International Promotion Strategy when entering new export markets, examine the promotion options available to the exporter, outline the key points to note when designing a company brochure and analyze the available tools when implementing a promotion campaign
6. To understand the influence of a country's international brand on its export performance
7. To understand the fundamentals of international fairs (appropriate preparation and attendance) and its related follow-up activity
8. To understand how to plan and prepare a business trip to a prospective export market and the follow-up, which will then be required
9. To learn the importance of planning an appropriate International Distribution Strategy when entering new export markets, examine the distribution options available to the exporter, outline the criteria to be used when selecting a distribution option and analyze the strategies that can be implemented for consumer and/or industrial products
10. To know channel options that may be used when entering new export markets. We are going to examine direct and indirect export channels open to the exporter, analyze the functions of importers and representatives, discuss the use of a company personnel and sales or production subsidiaries as well as explore franchising, licensing and other channels
11. To examine the process of evaluating, recruiting and managing international sales representatives and the mechanism involved in selling into the department stores and hypermarkets

Sample - International Marketing