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
the international marketing and internationalisation
EENI EENI
EENI- School of International Business http:en.reingex.com
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
EENI EENI
EENI- School of International Business http:en.reingex.com
Subjects of the module - Internationalisation of Companies
1. Intercultural management 2. Internationalisation
3. Foreign direct investment 4. The UNCTAD and foreign direct investment FDI
5. Investments abroad 6. e-Business
Subject: Internationalisation of companies. International competitiveness. Syllabus:
1. Introduction to the internationalisation of companies 2. Competitive strategy and international competitiveness
3. Global strategy 4. Strategic audit
5. Five forces model 6. SWOT Analysis
7. PEST and value chain analysis 8. Cases of internationalisation
The objectives of the subject “Internationalisation of companies” are:
1. To understand the basics of international business strategy 2. To know how to design and implement an internationalisation strategy for export
companies 3. To analyse success cases of internationalisation of companies
Subject: e-business and international trade. Syllabus:
1. Digitalisation and e-business 2. New Economy
EENI EENI
EENI- School of International Business http:en.reingex.com
3. Business Models on the Web: B2B, B2C, B2A, B2E 4. E-Business Implementation
5. E-Processes CRM, SCM, e-Procurement... 6. E-Security Digital Signature, SSL Protocol, Secure Electronic Transactions
7. Case Study: 1. Teleworking and e-business
2. Amazon 3. Alibaba Group
4. Online Nigerian retail sites
The objectives of the subject “e-business” are the following: 1. To understand the concepts of e-business and digital business models that a company
can deploy, as well as the importance of the strategy, marketing and technology in an e-business project
2. To analyse the concept of security in e-business and how to improve it through some
