EENI EENI
EENI- Business School http:en.reingex.com
The language of the module .
It is also available in . For improving international communication skills, the
student has free access to the materials in these languages. Due to the dynamic nature of international business, this information is for guidance only not
binding. Please check the website to see any changes.
The objectives of the module “International Marketing” are... 1. To learn about the key concepts in international marketing. We will analyse the
purpose of 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 International market research and how
best to apply them. A PEST analysis is an analysis of the external macro-environment that affects all firms.
3. To learn the key areas of international product policy, the importance of adapting the
product to local requirements when entering new export markets and to analyse the product characteristics that typically need to be modified for different markets.
4. To understand the importance of an appropriate International Pricing Strategy when
entering new export markets. To examine the pricing options available to the exporter and outline the criteria to be used when establishing a pricing strategy. The criteria
defined in pricing under 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
6. To understand the influence of a countrys international brand on its export
performance. 7. To understand the fundamentals of international trade fair preparation and
attendance and its related follow-up activity. 8. To understand how to plan and prepare a business trip to a prospective export market
and the follow-up which will then be required.
9. 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 strategies which can be implemented for consumer andor industrial products.
10. To know the channel options, that may be used when entering new export markets.
