EENI Global Business School

International Marketing, Price, Distribution

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Syllabus of the Subject

Key concepts, international marketing (Promotion, Distribution, Price, and Product)

  1. Introduction to the international marketing
  2. The Export process and the international marketing
  3. Key concepts related to the international marketing
  4. Global marketing mix (Promotion, Distribution, Price, and Product)
  5. International Marketing Plan
  6. International Business Plan
  7. From local to a global company
  8. Case Study:
    1. TESCO
    2. Fiat Iveco
    3. General Electric

The objectives of the subject “International Marketing” are:

In this subject, the student will analyze the purpose of the international marketing, explore the concepts of price and value to the customer, examine the marketing mix in the context of the international marketing and discuss the key elements of an export marketing plan.

  1. To learn about the key concepts of international marketing
  2. To know how to design an International Marketing Plan
  3. To understand the implications of the vision “Think globally, act locally” on the international marketing and the strategies of Internationalization

In this subject, the student learns how to identify the key elements of the international trade, and how to design an international marketing strategy effectively.

  1. Analysing the purpose of the international marketing
  2. Exploring the concepts of price and value to the customer
  3. Contrasting the global marketing to the local marketing
  4. Examining the marketing mix in the context of the international marketing
  5. Highlighting the key factors to include in an export marketing plan

IMPORTANT NOTE - this subject is only an introduction to the international marketing, the student will have a real vision of the international marketing, after studying the following subjects:

  1. International Market Research
  2. International Pricing Policy
  3. International Promotion Policy
  4. International Distribution
  5. International Product Policy
  6. Segmentation, Brand, and Positioning

Online Student Master in International Business

The Subject “International Marketing” belongs to the following Online Programs taught by EENI Global Business School:

Course: Global Marketing.

Global Marketing: export prices, distribution, promotion..

Masters: Foreign Trade, International Business.

Masters in International Business and Foreign Trade (MIB)

Diploma: International Marketing.

Diploma in International Marketing and Internationalization

Doctorate: World Trade.

Doctorate in International Business (DIB) Online

Languages: Masters, Doctorate, International Business, English or Study Doctorate in International Business in French Marketing international Study Master Doctorate in International Business in Spanish Marketing internacional Masters Foreign Trade in Portuguese Marketing internacional.

Credits of the Subject “International Marketing”: 1 ECTS.

Area of Knowledge: International Marketing.

There are many definitions of international marketing. The better definitions are focused on the orientation and satisfaction of the customer needs.

The International Marketing has been defined as the matching of the company resources to the needs of the foreign customer in the context of achieving business goals. It is the best way of using the company resources to satisfy the needs of foreign customers to the greatest benefit of the enterprise.

From another viewpoint, the International Marketing is the process of getting a product/service from the producer to a customer in a foreign country.

The correct definition of the marketing mix or 4P's (Product, Price, Promotion, and Place) will be fundamental to enter to the target markets that successfully we identify.

  1. Some scholars will increase the mix to '5 Ps', to include people
  2. Others will increase the mix to '7 Ps', to include the physical evidence (such as uniforms, facilities) and process (i.e., the whole customer experience)

To profitably satisfy the customer needs, the company first must understand its external and internal situation, including the client, the market environment, and the business capabilities.

Furthermore, it needs to forecast the trends in the dynamic environment in which it operates. A useful framework for performing a situation analysis is the 5 C Analysis.

In any case, the design of an International Marketing Plan will also be one of the pillars of the export activity.

The new Economy requires the implementation of new approaches and technologies. Many things should be re-invented to be adjusted to the new environment. Traditional marketing strategies are being transformed. The principles of the traditional marketing need to be re-discovered. Without a doubt, the e-business has an impact on a product, price, promotion, and distribution.

One must also consider the online marketing policies. In e-marketing, the supplier is interested in developing a one to one communication with the consumer. This subject examines the e-marketing characteristics and the new approach to the e-marketing plan.

From local to a global company.

The seven stages by which a company moves from being just a company supplying to the national market to being an export company may be detailed as follows:

  1. The company does not want to take on board the extra burden of export. Although it receives orders from abroad from time to time; it does not process them as “we are too engaged” or “we are not organized to deal with them”
  2. The company does process the orders from abroad but does not attempt to prospect for more
  3. The company seriously studies the viability of exporting. This stage may occur without number 2
  4. The company exports experimentally to a few countries
  5. The company uses the experience gained in exporting to these countries to develop the skills needed to export successfully
  6. Based on this new experience; it selects the most relevant markets and applies international marketing techniques tailored to the needs of each market
  7. The company goes global. All the markets of the World can be accessed to advantage

(c) EENI Global Business School (1995-2024)
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