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2. Brand value 3. Brand strategies in the foreign markets
4. Global, regional, and local brands 5. Building an international brand
6. Case Study: 1. Top global brands
2. Unilever 3. Wrigley Company
4. ACER 5. Gucci Group
6. Nutrexpa 7. Mitsubishi
3- Positioning in the International Markets
1. Introduction to the positioning in the international markets 2. Stages of the international positioning
3. Strategies of the global positioning 4. Global brand positioning
5. The Twenty-two Immutable Laws of Marketing 6. Case Study:
1. United Biscuits 2. Ford Motor Company
3. Erste Bank 4. Positioning a new product in the Australian Market
The main objective of the subject “International segmentation, brand and positioning” is to learn about the International Market Segmentation, Brand, and Positioning and its
importance in the international marketing strategies:
1. To understand the importance of the international segmentation in the strategies of
the international marketing and internationalisation
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2. To know the targeting strategies: concentrated, differentiated, product specialisation, market specialisation, and full market coverage
3. To know the main brand international strategies: global, regional, or local 4. To understand the process of creating brand value in the global markets
5. To know the strategies of positioning a brand in the international markets
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Module 3: No to Corruption in International Business
Structure of the module
1. Corruption and International Business 2. The role of Transparency International
3. Introduction to the Corporate Social Responsibility 4. The Global Compact of the United Nations. The UN Convention against the corruption
5. The OECD Anti-corruption Measures 6. The Anti-corruption Clause of the International Chamber of Commerce
7. The African Union Convention on Preventing and Combating Corruption 8. Other institutions and initiatives related to the fight against international corruption
9. Introduction to Global Ethics - the two fundamental principles: 1. Harmony of the religions
2. Ahimsa Non-Violence The objectives of the course “No to Corruption in International Business” are the following:
1. To raise awareness about the terrible effects of the corruption 2. To analyse the causes of the corruption in International Business
3. To learn about the tools that a company can implement to fight against the corruption
Intended for all those related to the international trade and business, as well as public and private institutions, who wish to eradicate corruption in international business.
“Corruption cannot be tackled only with the legal instruments; it needs to be complemented with strong ethical principles.” Pedro Nonell Director of EENI
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Why fight against the corruption? 1. Infant mortality would drop by 75.
2. 5 of the Worlds GDP between 1 and 1.6 trillion dollars
3. Global Business would grow up to 3 faster 4. Adds up to 10 to the total cost of doing business globally
5. Near 25 of the final cost of public procurement
