Objectives (Certificate in Global Marketing)

1. To learn about the key concepts related to International Marketing.
   1. We will analyze the purpose of International Marketing, explore the concepts of price and value to the customer, examine marketing mix in the context of export marketing and discuss the key elements of an export marketing plan
2. To understand the key tools and concepts of Global Market Research and how best to apply them.
   1. A PESTEL Analysis (Political, Economic, Social, Technological, Environmental, and Legal)
3. To learn Global Product Policy key areas, importance of a product adaptation to local requirements when entering new export markets and analyze product characteristics that typically need to be modified for different markets
   1. Standardization vs. Adaptation. Glocalization Strategies
      1. Religion and international product/service policies
4. To understand the importance of an appropriate International Pricing Strategy when entering new export markets
   1. To examine pricing options available to the exporter and outline the criteria to be used when establishing a pricing strategy
   2. The criteria defined in pricing under Incoterms
5. To learn the importance of an appropriate International Promotion Strategy when entering new export markets, examine promotion options available to the exporter, outline the key points to note when designing a company brochure and analyze available tools when implementing a promotion campaign
   1. To understand the influence of a country brand on its export performance
   2. To understand the fundamentals of international fairs, the appropriate preparation and attendance and its related follow-up activity
   3. To understand how to plan and prepare a business trip to a prospective export market and follow-up, which will then be required
6. To learn the importance of planning an appropriate International Distribution Strategy when entering new export markets, examine distribution options available to the exporter, outline the criteria to be used when selecting a distribution option and analyze strategies that can be implemented for consumer and industrial products
   1. To know channel options that may be used when entering a new export market
   2. 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
   3. To examine the process of evaluating, recruiting and managing international sales representatives and the mechanism involved in selling into the department stores and hypermarkets
7. To understand the importance of international segmentation in our marketing and Internationalization Strategies
   1. To know Targeting strategies: concentrated, differentiated, product specialization, market specialization, full market coverage
8. To know main brand strategies: global, regional or local
   1. To understand brand value creation process in global markets
9. To learn about strategies of positioning a brand in international markets
10. How to set up and run an Export Department
11. To know how to design and implement a strategy of internationalization for export companies
12. To offer a global vision of Foreign Direct Investment (FDI)
13. To learn the different strategies to establish a company abroad
14. To learn about the tools that a company can implement to fight against corruption
15. To learn the importance and pillars of the Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPS) of WTO

The important thing is to learn!

Continuous assessment.

Each subject of the Postgraduate Professional Certificate (PGCert) in Global Marketing has exercises that are evaluated, which the student must work out and pass to obtain the diploma.