EENI International Marketing

EENI

EENI

EENI – The Global Business

School

http://en.reingex.com/

Module: International Marketing (e-learning)

The objective of the module “International Marketing” is to provide all the knowledge, tools, and techniques necessary to manage all technical aspects related to the global marketing of an exporting company: international pricing, product, promotion, brand, segmentation, and distribution.

The module in international marketing is ideal for people with experience in international trade (Incoterms, Logistics, Customs) because it will provide successful experts with a thorough grounding in the key areas of international marketing.

Addressed to: the module "International marketing" is intended for all those wishing to specialise in global marketing.

Credits of the module "International Marketing."

• 24 ECTS (European Credit Transfer and Accumulation System). 1 ECTS credit is equivalent to approximately 25 hours of student’s dedication (hours of study, exercises, information research, and teamwork)

• 12 AC (American Credit). 1 AC Credit is equivalent to approximately 12 teaching hours.

Students who have taken courses in this module can validate them and register for a Postgraduate Master in EENI:

1. Master in Foreign Trade and International Marketing 2. Master Executive in International Business (MIB) 3. Diploma in International Marketing

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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 country's 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 and/or industrial products. 10. To know the channel options, that may be used when entering new export markets.

We are going to examine the direct and indirect export channels open to the exporter, analyse the functions of importers and representatives, discuss the use of company personnel and sales or production subsidiaries as well as explore franchising, licensing and other channels.

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11. The process of evaluating, recruiting and managing international sales

representatives and the mechanism involved in selling into department stores and hypermarkets.

12. To understand the importance of international segmentation in our strategies of marketing and internationalisation. To know the targeting strategies: concentrated, differentiated, product specialisation, market specialisation, and full market coverage. 13. To know the main brand strategy: global, regional, or local. To understand the process

of creating brand value in the global markets.

14. To know the strategies of positioning a brand in international markets. The ultimate goal of the module "International Marketing" is to design an international marketing plan for an export company.

Subjects of the module: 1. International Marketing 2. Market Research

3. International Product Policy 4. International Pricing Policy 5. International Promotion Policy 6. International Distribution

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Programme of the Post Graduate Diploma in International:

Subject: International marketing. Syllabus:

1. Introduction to international marketing

2. The export process and the international marketing. 3. Key concepts in international marketing.

4. Global marketing mix (Promotion, Distribution, Price, Product) 5. The international marketing plan.

6. The International business plan. 7. From local to a global company. 8. Case study:

1. TESCO. 2. Fiat Iveco. 3. General Electric Objectives:

In this subject, 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 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" about international marketing and the strategies of internationalisation.

In this subject, the student is shown how to identify the elements of international trade, and how to design an international marketing strategy effectively.

1. Analysing the purpose of international marketing.

2. Exploring the concepts of price and value to the customer. 3. Contrasting 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. We will study the international 4P's concept and the International marketing plan.

In any case, the design of an international marketing plan will also be one of the pillars of our export activity.

IMPORTANT NOTE: This subject is only an introduction to international marketing, the student will have a real vision of International Marketing, after studying the following units:

1. International market research 2. Export prices

3. International Promotion 4. International Distribution 5. Product and Quality Policies

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6. Segmentation, brand, and positioning

Subject: International market research. Syllabus:

1. Introduction to the global market research. 2. How to export?

3. Where to export? 4. What to export?

5. The methods of conducting a market research. 6. Quantitative analysis.

7. Qualitative methods. 8. Market profitability.

9. Sales potential in foreign markets.

10. The PEST analysis (Political, Economic, Social and Technological factors) 11. Market research study.

12. Case study:

13. Market research using the market access tool (MADB) of the European Union. 1. Mitsui Co.

2. Cargill. Subject objectives:

The main purpose is to understand the key tools and concepts of International market research and how best to apply them.

1. To understand the importance of market research in the strategies of internationalisation.

2. To know how to analyse an international market research.

3. To know how to use the PEST analysis (Political, Economic, Social and Technological). This will be achieved by:

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.

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To facilitate and guide the student in, EENI has developed this market access tool.

The objective of this methodology is to facilitate the complex work of research and access to export

markets that any exporter should be performed continuously.

This tool is divided into four levels: 1- Learning materials.

1. EENI Guides "Doing business in..."

2. Supplementary materials on business in that country (update reports) 3. Websites of interest to the exporter

2- Information on the market.

This utility is designed to obtain real-time information on business, Foreign Trade, tariffs, non-tariff measures, Market Access, certificates of origin, agreements, or ease of doing business. More than 200 sources of information can be consulted. It is divided into five parts:

1. Country profile 2. Foreign Trade 3. Market Access 4. Investment abroad

5. Additional market information 3- Regional Associations to which it belongs. 4- Free Trade Agreements of the country

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Subject: International product policy. Syllabus:

This subject consists of two themes: 1) International Product Strategies

1. Introduction to International Product Strategies

2. Standardisation, adaptation and diversification of products 3. Globally standardised products.

4. Locally adapted products. 5. The brand and the product 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) The quality from the point of view of International Marketing 1. Quality and International Marketing.

2. Standards and Certifications. 3. Case study: The CE Mark.

Objectives: this subject (International product policy) sets out to analyse the key areas of International product policy.

1. To know how to design product strategies for international markets.

2. To learn the importance of adapting an export product or service to 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 product/service adaptation options available to the exporter. 2. Analysing the product/service characteristics that typically need to be modified for

different international markets.

Subject: International Pricing Policy. Export prices. Syllabus:

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2. Product life cycle and price policy

3. The calculation of export prices 4. International prices and Incoterms. 5. Analysis of the prices of competitors. 6. The 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. 1. Case study:

2. Pricing Policy and Inflation.

3. Economic Price of Traded Goods and Services in Asia. Objectives of the subject "International Pricing Policy":

1. The main purpose of this subject is to understand the importance of an appropriate pricing strategy when entering new export markets.

2. To examine the pricing options available to the exporter and outline the criteria to be used when establishing a pricing strategy.

3. To look at the criteria defined in pricing under 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 Incoterms.

Subject: International promotion policy. International fairs. Syllabus:

The subject international promotion consists of six themes: 1- International promotion

1. Introduction to International Promotion 2. The policies of international promotion

3. Promotion strategies: global, regional and local

4. Promotion strategy when entering new export markets. 5. Direct and indirect international promotion.

6. The international promotion MIX 7. Advertising and publicity. 8. The Advertising Agency. 9. Promotion campaign. 10. Brochures and catalogs. 11. Public relations.

12. Sponsoring and Fund Raising. 13. Case study:

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2. Red Bull.

3. AXE (Lynx) Campaign. 4. OMO (Surf).

5. Omnicom.

6. Ten Best Advertising Slogans. 2- International Fairs

1. A key aspect of international marketing. 2. Objectives of participation.

3. Preparation and organization of international fairs. 4. Main trade fairs in the world.

5. Case study: Pininfarina in Auto Shanghai 3- Country brand

1. The concept of country brand.

2. The influence of country brands in 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. Indian Software brand.

5. The Brand Hong Kong “Asia’s World City.” 4- An international business trip

1. International business travel. 2. Organization of the trip. 3. The international sales. 4. Post-trip activities. 5- e-Promotion

1. Key concepts of e-Promotion. 2. Promoting online effectively. 3. Search engine positioning.

6- Social Networks and international promotion 1. The 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.

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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 Objectives of the subject “International promotion”:

1. To understand the key areas of international promotion marketing to different countries.

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 country's international brand on its export performance.

6. To understand the fundamentals of international trade fair preparation and 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.

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 country's international image.

5. Analysing how we can use our country image to promote export sales. 6. Detailing the factors which influence a country's image abroad.

7. Outlining the prospect market search that the exporter will have to undertake a business trip.

8. Analysing the goals to be achieved from a market visit.

9. Detailing the follow-up work that will be necessary after the trip. 10. Outlining the objectives of attending a trade fair.

11. Examining the current trends in trade shows and international exhibitions.

12. Detailing how to prepare for a trade fair, task to be carried out during the trade fair and the follow-up activities that will be required after attendance.

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Subject: International Distribution, Direct exports, Sales network management. Syllabus:

The subject International Distribution consists of three themes: 1- International Distribution.

1. Introduction to international distribution policy. 2. Indirect exports.

3. Consultancy. 4. Associated exports. 5. Export Consortia. 6. The Trading companies.

7. Distribution and e-business. Going international with e-business 8. Case study:

1. The Sogo Shoshas and the Chaebols. 2. Toshiba.

3. The Third Italy.

4. Mitsubishi Corporation. 5. Sanofi-aventis

2- Direct exports.

1. Importers and distributors 2. Representatives.

3. Company personnel. 4. Foreign subsidiaries:

1. Sales 2. Production. 5. Internationalization:

1. Licenses 2. Franchises.

6. Other distribution channels. 7. Case study:

1. Set it up a company 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. 3 - Sales network management.

1. The selection criteria for searching representatives and distributors. 2. The profile of the representative / international distributor.

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4. Recruitment methods.

5. Control representatives Work. 6. International sales:

1. Purchasing departments, 2. Delegated agents. 7. Case study.

1. Exclusive agent in two markets. 2. "Grey" Networks.

3. Electrolux India.

Objectives. In this subject the student will learn:

1. 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 and/or industrial products. 2. The channel options that may be used when entering new export markets. We are

going to examine the direct and indirect export channels open to the exporter, analyse the functions of importers and representatives, discuss the use of company personnel and sales or production subsidiaries as well as explore franchising, licensing and other channels.

3. The process of evaluating, recruiting and managing 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.

3. Introducing strategies which can be implemented for consumer and/or 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, and Positioning. Syllabus:

This subject consists of three themes: 1- International market segmentation.

1. The importance of the segmentation of international markets. 2. The criteria for market segmentation.

3. The steps of a process of international segmentation. 4. The niche markets

5. Worldwide Segmentation Strategy. 6. Targeting strategies:

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2. Differentiated

3. Product specialization 4. Market specialization 5. Full market coverage 7. Case study:

1. Segmentation strategy of Volkswagen Group. 2. Matsushita Electric (Panasonic).

3. United Airlines.

4. BECEL / FLORA (Unilever). 5. VALS reports.

2- Global brand strategy

1. The importance of the brand in the internationalisation strategy. 2. Brand value

3. Brand strategies in foreign markets. 4. The 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 Positioning.

3. Strategies of positioning. 4. Global Brand Positioning.

5. The 22 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. Objectives of the subject:

The main purpose of this subject is to learn about market segmentation, brand and positioning and its importance in International Marketing:

1. To understand the importance of international segmentation in our strategies of marketing and internationalisation.

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2. To know the targeting strategies: concentrated, differentiated, product specialisation,

market specialisation, and full market coverage.

3. To know the main brand 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 international markets.

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Student Profile (Module "International Marketing")

Given the wide variety of EENI student profiles and countries where we operate, it is hard to define a standard profile of our students. For example, our biggest global institutional customer is the United Nations and related agencies (mainly expatriate managers). At the company level, we have students in both large multinationals as Small and Medium Enterprise.

1. Export Managers (Directors of export, Directors of International Division) of export companies (or potential for import export) or import companies.

2. Commercial Directors, Sales, and Marketing Directors (Domestic market) wishing to begin international business activities.

3. Managing Directors of Small and Medium Enterprise wanting to internationalise their operations.

4. Post-graduates (business administration, economics, engineers, lawyers, and translators) seeking specialisation in foreign trade.

5. Sector Professionals wishing to update their knowledge of international markets (customs brokers, freight forwarders, trading companies, logistics Companies, banks, institutions, multilateral organisations, teachers, International Trade Consultants) 6. Professionals from other sectors who wish to specialise in International Marketing.

Job descriptions (Work profiles) related with the module "International Marketing."

Directive positions / Management:

1. Director of International Marketing-

2. Export Manager. Export Directors. Regional and Area export managers 3. Director of International Department.

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Executive positions / middle managers:

1. Import Export Manager 2. Product Manager

3. Executives of International Marketing 4. International Banking Department 5. International Marketing Consultant 6. Sales Representative

7. Technical Sales import-export 8. International collections manager 9. Sales to foreign customers 10. International Marketing Assistant

11. Assistant of International Marketing and Sales 12. Manager of International Markets

13. Administrative import-export

Career opportunities related to the module "International Marketing."

Upon completion of the module, the students will be able to carry out their responsibilities efficiently in:

1. Export or import companies (or with the potential for internationalisation) related to International Marketing

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2. Service companies and organisations related to International Marketing:

International departments (Banks), Logistic (transport), Customs (Forwarders / Customs Brokers), Consulting (import export)

3. Public and private institutions related to International Marketing: Development Agencies, Chambers of Commerce, Trade Unions, Business Associations, Exporters Associations, Multilateral Organizations, Non-governmental Organisations.

4. Personal projects (entrepreneurs) offering consulting services related to International Marketing, Business Agent, import/export agents, brokers or creating one's company specialising in International Marketing.

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4. Recruitment methods.

5. Control representatives Work. 6. International sales:

1. Purchasing departments, 2. Delegated agents. 7. Case study.

1. Exclusive agent in two markets. 2. "Grey" Networks.

3. Electrolux India.

Objectives. In this subject the student will learn:

1. 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 and/or industrial products. 2. The channel options that may be used when entering new export markets. We are

going to examine the direct and indirect export channels open to the exporter, analyse the functions of importers and representatives, discuss the use of company personnel and sales or production subsidiaries as well as explore franchising, licensing and other channels.

3. The process of evaluating, recruiting and managing 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.

3. Introducing strategies which can be implemented for consumer and/or 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, and Positioning. Syllabus:

This subject consists of three themes: 1- International market segmentation.

1. The importance of the segmentation of international markets. 2. The criteria for market segmentation.

3. The steps of a process of international segmentation. 4. The niche markets

5. Worldwide Segmentation Strategy. 6. Targeting strategies:

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2. Differentiated

3. Product specialization 4. Market specialization 5. Full market coverage 7. Case study:

1. Segmentation strategy of Volkswagen Group. 2. Matsushita Electric (Panasonic).

3. United Airlines.

4. BECEL / FLORA (Unilever). 5. VALS reports.

2- Global brand strategy

1. The importance of the brand in the internationalisation strategy. 2. Brand value

3. Brand strategies in foreign markets. 4. The 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 Positioning.

3. Strategies of positioning. 4. Global Brand Positioning.

5. The 22 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. Objectives of the subject:

The main purpose of this subject is to learn about market segmentation, brand and positioning and its importance in International Marketing:

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2. To know the targeting strategies: concentrated, differentiated, product specialisation,

market specialisation, and full market coverage.

3. To know the main brand 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 international markets.

EENI

EENI

Student Profile (Module "International Marketing")

Given the wide variety of EENI student profiles and countries where we operate, it is hard to define a standard profile of our students. For example, our biggest global institutional customer is the United Nations and related agencies (mainly expatriate managers). At the company level, we have students in both large multinationals as Small and Medium Enterprise.

1. Export Managers (Directors of export, Directors of International Division) of export companies (or potential for import export) or import companies.

2. Commercial Directors, Sales, and Marketing Directors (Domestic market) wishing to begin international business activities.

3. Managing Directors of Small and Medium Enterprise wanting to internationalise their operations.

4. Post-graduates (business administration, economics, engineers, lawyers, and translators) seeking specialisation in foreign trade.

5. Sector Professionals wishing to update their knowledge of international markets (customs brokers, freight forwarders, trading companies, logistics Companies, banks, institutions, multilateral organisations, teachers, International Trade Consultants) 6. Professionals from other sectors who wish to specialise in International Marketing.

Job descriptions (Work profiles) related with the module "International Marketing."

Directive positions / Management:

1. Director of International Marketing-

2. Export Manager. Export Directors. Regional and Area export managers 3. Director of International Department.

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Executive positions / middle managers:

1. Import Export Manager 2. Product Manager

3. Executives of International Marketing 4. International Banking Department 5. International Marketing Consultant 6. Sales Representative

7. Technical Sales import-export 8. International collections manager 9. Sales to foreign customers 10. International Marketing Assistant

11. Assistant of International Marketing and Sales 12. Manager of International Markets

13. Administrative import-export

Career opportunities related to the module "International Marketing."

Upon completion of the module, the students will be able to carry out their responsibilities efficiently in:

1. Export or import companies (or with the potential for internationalisation) related to International Marketing

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2. Service companies and organisations related to International Marketing:

International departments (Banks), Logistic (transport), Customs (Forwarders / Customs Brokers), Consulting (import export)

3. Public and private institutions related to International Marketing: Development Agencies, Chambers of Commerce, Trade Unions, Business Associations, Exporters Associations, Multilateral Organizations, Non-governmental Organisations.

4. Personal projects (entrepreneurs) offering consulting services related to International Marketing, Business Agent, import/export agents, brokers or creating one's company specialising in International Marketing.