EENI EENI
EENI- School of International Business http:en.reingex.com
Module two: Global Marketing
The objective of the module two “Global Marketing” of the Master in Foreign Trade and
International Marketing is to provide all the knowledge, tools, and techniques necessary to manage all the technical aspects related to the global marketing of an exporting company:
International Pricing, product, promotion, brand, segmentation, distribution...
1. To learn about the key concepts of the international marketing.
1. We 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 2. To understand the key tools and concepts of the 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 international product policy key areas, the importance of adapting the product to the local requirements when entering new export markets and the analyse
of the product characteristics that typically need to be modified for the different markets
4. To understand the importance of an appropriate International Pricing Strategy when entering new export markets
1. To examine the pricing options available to the exporter and outline the
criteria to be used when establishing a pricing strategy
2. The criteria defined in pricing under the 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
EENI EENI
EENI- School of International Business http:en.reingex.com
1. To understand the influence of a countrys international brand on its export
performance
2. To understand the fundamentals of international fairs appropriate preparation and attendance and its related follow-up activity
3. To understand how to plan and prepare a business trip to a prospective
export market and the follow-up, which will then be required
6. 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 the strategies that can be implemented for consumer andor industrial
products
1. To know the channel options, that may be used when entering new export
markets.
2. We are going to examine the direct and indirect export channels available to
the exporter, analyse the functions of importers and representatives, discuss the use of the company personnel and sales or production subsidiaries as well
as explore franchising, licensing and other channels 3. To examine the process of evaluating, recruiting and managing the
international sales representatives and the mechanism involved in selling into
department stores and hypermarkets
7. To understand the importance of the international segmentation in our strategies of
