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7. Secretary of the department of the foreign trade 8. Case Study:
1. Analysis of the differences between the departments of export in Spain and Latin America
2. The assignment of sales areas in the international department
The objectives of the subject “The Export Department” are the following:
1. In this subject, the student will learn how to set up and run an export department 2. We will also discuss the functions and goals of the export department
This will be achieved by: 1. Examining the characteristics of an export manager
2. Outlining the most important functions of an export department 3. Analysing the goals of the export department and how to benchmark them
4. Detailing how to best support the work of the export department
Subject: Trade in Services. The General Agreement on Trade in Services GATS. Syllabus:
1. Introduction to the General Agreement on Trade in Services GATS 2. Transparency and liberalisation in international trade in services
3. Modes of supply of trade in services 4. Most-favoured-nation
5. Market access and national treatment 6. List of commitments
7. Agreement, Annexes, and Schedules of the General Agreement on Trade in Services GATS
8. Case Study: Trade in Services in the United States-Colombia FTA and the European Union-Mexico FTA.
9. The General Agreement on Trade in Services GATS and national regulations 10. The Doha Development
11. Other questions related to the General Agreement on Trade in Services GATS 12. Analysis of the World Trade in Services
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13. Introduction to the Services Directive of the European Single Market The objectives of the subject “Trade in Services. The General Agreement on Trade in Services
GATS” are the following:
1. To understand the importance of the General Agreement on Trade in Services GATS 2. To understand the key concepts of trade in services: modes of supply, most-favoured-
nation, liberalisation, market access, and lists of commitments 3. To analyse the global market in services
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Subjects of the module 3- International Marketing
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
Subject: International Marketing. Syllabus:
1. Introduction to the international marketing 2. The export process and international marketing
3. Key concepts in 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
Objectives of the subject “International Marketing”:
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In this subject, 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. 1. To learn about the key concepts in 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 strategies of internationalisation In this subject, the student is shown how to identify the 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 local marketing 4. Examining the marketing mix in the context of export 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
Subject: International market research. PEST analysis. Syllabus:
1. Introduction to the global market research 2. How to export?
3. Where to export? 4. What to export?
5. Methods of conducting a market research 6. Quantitative analysis
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7. Qualitative methods 8. Market profitability
9. Sales potential in the foreign markets 10. The PEST analysis Political, Economic, Social, and Technological Factors
11. Market research study 12. Case Study:
1. Market research using the market access tool MADB of the European Union EU
2. Mitsui Co 3. Cargill
This subject includes the EENI Market Access tool
The main purpose of the subject “International market research” is to understand the key tools and concepts of the international market research and how best to apply them.
1. To understand the importance of the international market research in the strategies of internationalisation
2. To know how to analyse an international market research 3. To learn how to use the PEST analysis Political, Economic, Social, and Technological
This will be achieved by:
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1. Analysing the goals of researching a new export market 2. Outlining the features of both qualitative and quantitative analysis
3. Detailing the type of information that the student should obtain to assess the commercial viability of an export market
Subject: International product policy. Strategies. Syllabus: The subject “International product policy” consists of two themes:
1- International Product Strategies
1. Introduction to the international product strategies 2. Standardisation, adaptation, and diversification of products and services
3. Globally standardised products and services 4. Locally adapted products and services
5. Brand and product service policy 6. Business portfolio
7. BCG Growth-Share Matrix 8. McKinsey matrix
9. Experience curve 10. E-Product. Digital value. Pervasive computing
11. Case Study: 1. Silicon Graphics
2. Comfort Unilever 3. AESSEAL
4. Johnson and Johnson 5. General Motors Corporation
6. Tantrix 7. Linux
8. Nintendo
2- Quality and International Marketing
1. Quality and international marketing
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2. Standards and Certifications 3. Case Study: CE Mark
Objectives: The subject “International product policy” sets out to analyse the key areas of the international productservice policy.
1. To know how to design productservices strategies for the international markets 2. To learn the importance of adapting an export product or service to the local or
regional requirements when entering new export markets 3. To know how to add value to a traditional product with value digital services
This will be achieved by:
1. Examining the productservice adaptation options available to the exporter 2. Analysing the productservice characteristics that typically need to be modified for
different international markets
Subject: International Pricing Policy. Export prices. Syllabus:
1. Introduction to the international pricing policy 2. Product life cycle and the international price policy
3. Calculation of export prices 4. International prices and the Incoterms
5. Analysis of the prices of the competitors 6. Strategies of international prices
7. Pricing strategy when entering new export markets 8. Pricing options available to the exporter
9. E-Business and pricing policy 10. Case Study:
1. Pricing Policy and Inflation 2. Price of Traded Goods and Services in Asia
The main purpose of the subject “International Pricing Policy” is to understand the importance
of an appropriate pricing strategy when entering new export markets. 1. We are going to examine the pricing options available to the exporter and outline the
criteria to be used when establishing a pricing strategy
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2. We will also look at the criteria defined in pricing under the Incoterms
