We will also look at the criteria defined in pricing under the Incoterms

EENI EENI EENI- School of International Business http:en.reingex.com

2. We will also look at the criteria defined in pricing under the Incoterms

This will be achieved by: 1. Examining the pricing options available to the exporter 2. Outlining the criteria to be used when establishing a pricing strategy 3. Analysing the goals of a pricing policy 4. Detailing how to arrive at an export price 5. Introducing the criteria defined in pricing under the Incoterms Subject: International Promotion Policy. International Fairs. Syllabus: The Subject “International Promotion Policy” consists of six parts: 1- International Promotion 1. Introduction to the international promotion 2. International promotion policies 3. Promotion strategies: global, regional, and local 4. Promotion strategy when entering new export markets 5. Direct and indirect international promotion 6. International Promotion MIX 7. Advertising and publicity 8. Advertising Agency 9. Promotion campaign 10. Brochures and catalogues 11. Public relations 12. Sponsoring and Fund Raising 13. Case Study: 1. Benetton 2. Red Bull 3. AXE Lynx Campaign 4. OMO Surf EENI EENI EENI- School of International Business http:en.reingex.com 5. Omnicom 6. Ten Best Advertising Slogans 2- International Fairs. 1. The International Fairs: a fundamental aspect of the international marketing 2. Objectives of the participation in the international fairs 3. Preparation and organisation of the international fairs 4. Main trade fairs in the World 5. Case Study: Pininfarina in Auto Shanghai 3- Country Brand. 1. The concept of the country brand 2. Influence of the country brands on global marketing 3. The country brand as a competitive advantage 4. The strategy of internationalisation and the country brand 5. International rankings 6. Rating agencies 7. Case Study: 1. Country Brand Index 2. Cafe de Colombia 3. Proudly South African Brand 4. The Indian Software brand 5. The Brand Hong Kong: “Asia’s World City” 4- International Business trip 1. International Business Travel 2. Organisation of the trip 3. International Sales 4. Post-trip activities 5- e-Promotion. EENI EENI EENI- School of International Business http:en.reingex.com 1. Key concepts of e-Promotion 2. Promoting online effectively 3. Search engine positioning 6- Social Networks and international promotion. 1. Web 2.0 in a globalised world 2. Key Concepts: Folksonomy, mashup, Cloud computing 3. Sharing content: Photos Flickr, documents Slideshare and Video Youtube 4. Business applications of Facebook and Twitter 5. Professional Social Networks LinkedIn, Xing 6. Social Bookmarks 7. Case Study: Google+. 8. Syndication: RSS news aggregators, Podcasting 9. Use of Blogs in companies 10. Case Study: Social Media Strategy 11. Use of Wikis in enterprises 12. Business Models of the Company 2.0 The objectives of the subject “International Promotion” are the following: 1. To understand the key areas of the international promotion 2. To learn the importance of an appropriate promotion strategy when entering new export markets 3. To examine the promotion options available to the exporter 4. To outline the key points to note when designing a company brochure and analyse the tools available when implementing a promotion campaign 5. To understand the influence of a countrys international brand on its export performance 6. To understand the fundamentals of the international fairs, the appropriate preparation and the attendance and its related follow-up activity 7. To understand how to plan and prepare a business trip to a prospective export market and the follow-up, which will then be required EENI EENI EENI- School of International Business http:en.reingex.com 8. To understand the basics of e-promotion and how to apply them to the international marketing 9. To assess the importance of social networks in the International Marketing and know how to design a strategy of social networks This will be achieved by: 1. Examining the promotion options available to the exporter 2. Outlining the key points to note when designing a company brochure 3. Analysing the tools available when implementing a promotion campaign 4. Examining what is a countrys international image 5. Analysing how we can use the country image to promote export sales 6. Detailing the factors that influence a countrys image abroad 7. Analysing the goals to be achieved from a market visit 8. Detailing the follow-up work that will be necessary after the trip 9. Outlining the objectives of attending a trade fair 10. Examining the current trends in trade fairs and international exhibitions 11. Detailing how to prepare for a trade fair, task to carried out during the trade fair and the follow-up activities that will be required after attendance Subject: International Distribution, Direct exports, Sales network management. Syllabus: The Subject “International Distribution” consists of three parts: 1- International Distribution 1. Introduction to international distribution policy 2. Indirect exports 3. Consultancy 4. Associated exports 5. Export Consortia 6. Trading companies 7. Distribution and e-business. Going international with e-business 8. Case Study: 1. Sogo Shoshas and Chaebols EENI EENI EENI- School of International Business http:en.reingex.com 2. Toshiba 3. The third Italy 4. Mitsubishi Corporation 5. Sanofi-aventis 2- Direct exports. 1. Importers and distributors 2. Representatives 3. The company personnel 4. Foreign subsidiaries: 1. Sales 2. Production 5. Internationalisation: 1. Licences 2. Franchises 6. Other distribution channels 7. Case Study: 1. Set up a business in Costa Rica 2. Sumitomo 3. Itochu 4. Rolls-Royce 5. Renault-Nissan Alliance 6. 7-Eleven 7. Mango 8. International Distribution networks in centralised economies 9. Shoprite Africas largest food retailer 3- Sales network management. 1. The selection criteria for searching representatives and distributors EENI EENI EENI- School of International Business http:en.reingex.com 2. The Profile of the representativeinternational distributor 3. Representation and distribution contracts 4. Recruitment methods 5. The Control of the work of the representatives 6. International Sales: 1. Purchasing departments 2. Delegated agents 7. Case Study 8. Exclusive agent in two markets 1. “Grey” Networks 2. Electrolux India The objectives of the subject “International Distribution” are the following: 1. To learn about the importance of planning an appropriate international distribution strategy when entering new export markets, 2. To identify the distribution options available to the exporter 3. To outline the criteria to be used when selecting a distribution option 4. To analyse the strategies that can be implemented for consumer andor industrial products 5. To select the channel options, that may be used when entering new export markets. 6. To examine the direct and indirect export channels open to the exporter 7. To analyse the functions of importers and representatives 8. To discuss the use of the company personnel and sales or production subsidiaries 9. To explore franchising, licensing, and other channels 10. To analyse the process of evaluating, recruiting, and managing the international sales representatives and the mechanism involved in selling into department stores and hypermarkets This will be achieved by: 1. Examining the distribution options available to the exporter 2. Outlining the criteria to be used when selecting a distribution option EENI EENI EENI- School of International Business http:en.reingex.com 3. Introducing strategies that can be implemented for consumer andor industrial products 4. Examining the characteristics of a sales representative 5. Outlining the most important functions of a sales representative 6. Analysing the process of recruiting a sales representative 7. Detailing how best to manage the work of the sales representative Subject: International Segmentation, Brand Strategy, and Positioning. Syllabus: This subject “International segmentation, brand and positioning” consists of three parts: 1- International Market Segmentation 1. The importance of the segmentation of the international markets 2. Criteria for a market segmentation 3. Steps of a process of the international segmentation 4. Niche markets 5. Worldwide segmentation strategy 6. Targeting strategies: 1. Concentrated 2. Differentiated 3. Product Specialisation 4. Market Specialisation 5. Full Market Coverage 7. Case Study: 1. Segmentation strategy of the Volkswagen Group 2. Matsushita Electric Panasonic 3. United Airlines 4. BECELFLORA Unilever 5. VALS reports 2- Global Brand Strategy 1. The importance of the brand in the internationalisation strategy EENI EENI EENI- School of International Business http:en.reingex.com 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