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EENI- School of International Business http:en.reingex.com
1. International Marketing 2. Market Research
3. International Product Policy 4. International Pricing Policy
5. International Promotion Policy 6. International Distribution
7. International Segmentation, Brand, and Positioning The objectives of the module three “Global Marketing” of the Master in International Business
Foreign Trade, International Marketing, and Internationalisation MIB Executive are:
1. To learn about the key concepts in international marketing
1. The student will analyse the purpose of the 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 understand the key tools and concepts of the international market research and
how best to apply them 1. A PEST analysis is an analysis of the external macro-environment that affects
all firms
3. To learn the international product policy key areas, the importance of adapting the product to the local requirements when entering new export markets and the analyse
of the product characteristics that typically need to be modified for the different markets
4. To understand the importance of an appropriate International Pricing Strategy when
entering new export markets
1. To examine the 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 the 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
analyse the tools available when implementing a promotion campaign
1. To understand the influence of a countrys international brand on its export
performance
EENI EENI
EENI- School of International Business http:en.reingex.com
2. To understand the fundamentals of the international fairs, 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 the follow-up, which will then be required
6. To learn the importance 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
analyse the strategies that can be implemented for consumer andor industrial products
1. To know the channel options, that may be used when entering new export
