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International Business and Marketing Courses

 

Our courses are intended to give the participants the theory, knowledge, and tools to design effective marketing strategies in the global context. Participants will acquire a deep understanding of the socio-cultural, politico-legal, competitive and economic factors, managerial values and practices. The courses will emphasize in strategic and proactive thinking, which is essential for conducting profitable marketing operations worldwide.

DEVELOPING GLOBAL MARKETING STRATEGIES

  • Types of Global Marketing Participation.

  • Different Strategic Roles for Each Country.

  • Locating Global Activities.

  • Global Market Expansion.

  • Generic and Competitive Strategies.

  • Core Competency, Strategic Trust, Cost Superiority, and Leadership Strategies.

  • Value Chain, Customer Value, and Positioning Strategies.

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INNOVATION AND ENTREPRENEURSHIP

Be prepared to get out of your chair and use your whole brain, because creativity and innovation take practice.

  • A greater understanding of the tools that every innovative organization needs to succeed

  • A wider and deeper set of innovation skills, customized to fit both your organization’s needs and your career goals

  • A greater understanding the best and most current research on innovation and entrepreneurship

 

FINANCIAL ASPECTS OF MARKETING MANAGEMENT 

  • Fixed and variable costs.

  • Trade Margins.

  • Contribution Margin.

  • Breakeven Analysis.

  • Pricing and Profit Sensitivity Analysis.

 

PRODUCT MANAGEMENT STRATEGIES FOR GLOBAL MARKETS

  • International Product Decisions.

  • Standardization versus Adaptation.

  • Standardization-Adaptation Tradeoff.

  • Obtaining Competitive Advantage in the  Global Market.

  • Differentiation Strategies. Product Life Cycle Strategies. Brand Positioning and Repositioning.

GLOBAL PRICING STRATEGY

Objectives of Pricing.

  • Factors Affecting Global Pricing.

  • Price Coordination across Markets.

  • Transfer Pricing Considerations and Dumping.

  • Gray Markets and Controlling Parallel Imports.

  • Price Escalation and Reducing It.

  • Price-Setting Under Varying Currency Conditions.

  • Managing Foreign Exchange Risks.

 

DIMENSIONS OF GLOBAL COMMUNICATIONS STRATEGY 

  • Global Advertising Paradox: Shared Culture and Brand Global Advertising.

  • Perception of Global and National Brands.

  • The Standardization and Factors Influencing.

  • Culture and How Advertising Works.

  • Communication Styles and Information Processing.

  • Advertising Models.

  • Communication Model.

  • The five communication effects: Category Need, Brand Awareness, Brand Attitude, Brand Purchase Intention, Purchase Facilitation. Positioning and Brand Position.

  • Positioning Statement, Positioning Location, Benefit Emphasis, and Benefit Focus.

  • Eight Basic Advertising Forms Worldwide.

  • Advertising Styles: American, British, German, Italian, Spanish, French, and Latin America.

 

TECHNOLOGY INTO PRODUCT STRATEGY DECISIONS 

  • Gaining a Strategic View of Technology.

  • Strategic Implications of the Technology.

  • Operations Cost Behavior and The Experience Curve.

  • Core Message of the Experience Curve.

  • Technology Creation and Utilization.

  • Theories of Technological Innovation.

  • Innovation Acceptance Process and Patterns of Innovation.

  • Approaches to Technology Transfer.

  • Concurrent Engineering.

  • Platform Technology, Derive Platforms, Architecture and Design.

  • Technology Generation.

 

NEW PRODUCT DEVELOPMENT IN INTERNATIONAL MARKETS  

  • Product Diffusion and Factors that Affect It.

  • New Product Development Process.

  • Product Development Strategic Choices: Extension, Adaptation, and Invention.

  • Choosing a Brand Name and Branding Strategies for New Markets.

  • Brand Associations.

 

GLOBAL STRATEGIC ALLIANCES: FRAMEWORK AND IMPLEMENTATION 

  • Strategic Role of Alliances.

  • Cooperating for Competitive Advantage.

  • Adding Product Value and Technological Strength, Enhancing Strategic Growth, Building Marketing and Financial Strength.

  • Types of Alliance.

  • Choosing Partners and Building Alliances.

  • Developing Effective Relationships and Organizational Learning.

  • Disadvantages and Costs of International Collaboration and Acquisitions. Factors Influencing the Choice of the Entry Mode.

  • Entry and Exit Strategies for Global Competitive Advantage.

  • Ownership Strategies.

  • Exports, Licensing. Contractual Arrangements and Investments.

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