Certified International Marketing Analyst

TABLE OF CONTENT

Introduction to International Marketing

• Marketing: A Universal Discipline
• Principles of Marketing
• Management Orientations
• Benefits of International Marketing
• Forces Affecting Global Integration and Marketing

The World Economy

• The World Economy-An Overview
• Economic Systems
• Stages of Market Development
• Income and Purchasing Power Parity
• Degrees of Economic Cooperation
• The World Trade Organization and GATT

International Trade Theory

• Nation Trades With Nation
• International Trade Theory
• Commercial Policy
• International Financial System

International Political Environment

• The Political Environment
• Political Risks
• Indicators of Political Instability
• Measures to Minimize Political Risk

Legal Environment

• Legal Systems
• Common Versus Code Law
• Branch Versus Subsidiary
• Business Ethics and Bribery

Social & Cultural Environment

• Basic Aspects of Society and Culture
• Analytical Approaches to Cultural Factors
• Influence of Culture on Thinking Processes
• Influence of Culture on Communication
• Culture Values
• Business Customs
• Methods of Doing Business

International Marketing Research

• Marketing Information Requirement
• Sources of Market Information
• Formal Marketing Research
• What Information Is Needed?
• Marketing Information System
• Problems in International Marketing Research
• Other Research Techniques

Segmentation, Targeting and Positioning

• Global Market Segmentation
• Global Targeting
• Global Product Positioning

Market Entry and Expansion Strategies

• Decision Criteria for International Business
• Creating a Product Market Profile
• Decision Model
• Planning for Global Markets
• Entry Alternatives
• Market Expansion Strategies
• Cooperative Strategies

Competitive Analysis and Strategic Positioning

• Competition Analysis
• Global and National Competitive Advantage
• Other Forces Acting on the Diamond
• Competitive Advantage and Strategic Models
• Strategies for Creating Competitive Advantage
• Strategic Position
• Competitive Risk Containment

International Product Strategy

• Products Basics and Categories
• Product Positioning
• Product Design Considerations
• International Product Life Cycle
• Product Standardization versus Product Adaptation
• World Product

International Branding and Packaging

• Introduction
• Branding Levels and Alternatives
• Brand Consolidation
• Private Brand versus Manufacturer’s Brand
• Single Brand versus Multiple Brands
• Brand Origin and Selection
• Brand Protection
• International Packaging
• Mandatory Package Modification

Marketing Industrial Products

• The Volatility of Industrial Demand
• ISO 9000 Certification: An International Standard of Quality
• Promoting Industrial Products

International Marketing of Services

• Introduction
• Services: How are They Different From Products?
• Government Intervention in the Trade in Services
• Marketing Services Globally
• Services Opportunities in Global Markets
• Entering Global Markets
• Market Environment for Business Services

Basic Pricing Concepts

• Basic Pricing Concepts
• Environmental Influences on Pricing Decisions
• Framework for International Pricing Strategy

Dumping and Countertrade

• Types of Dumping
• Inefficiency in Transactions Costs

Transfer Pricing and Other Pricing Approaches

• Transfer Pricing
• Global Pricing Three Policy Alternatives
• Price Quotations

Global Advertising

• Selecting an Advertising Agency
• Advertising Appeals and Product Characteristics
• Creating Advertising
• Global Media Considerations
• Media Vehicles and Expenditures

Advertising School of Thoughts

• Standardized International Advertising

Global Promotion

• Public Relations and Publicity
• The Growing Role of Public Relations in Global Marketing Communications
• How Public Relations Practices Differ Around The World
• Personal Selling
• Sales Promotion
• Direct Marketing
• Trade Shows and Exhibitions
• Sponsorship Promotion

Channels of Distribution

• Introduction
• Direct and Indirect Selling Channels
• Types of Intermediaries
• Types of Intermediaries: Indirect Channel

Channel Development & Adaptation

• Channel Development
• Channel Adaptation
• Channel Decision
• Determinants of Channel Types

A Guide for Developing a Marketing Plan

Physical Distribution & Documentation

• Modes of Transportation
• Packing
• Container
• Freight Forwarder and Custom House Broker
• Documentation
• Shipping Documents
• Collection Documents

Global E-Marketing

• Concepts and Definitions
• Introduction
• Communications
• Targeting The Individual Customer: Beyond Segmentation
• Relationship Marketing
• Interactivity
• Speed to Market
• Living In an Age of Technological Discontinuities
• New Technologies Change the Rules of Competition
• Components of the Electronic Value Chain

Sources of Financing and International Money

• Nonfinancial Institutions
• Equity Financing
• Financial Institutions
• Government Agencies
• International Financial Institutions / Development Banks
• International Monetary Fund (IMF)

Negotiating with International Customers, Partners and Regulators

• The Pervasive Impact of Culture on Negotiation Behavior
• Differences in Thinking and Decision- Making Processes

Leading, Organizing, and Monitoring the Global Marketing Effort

• Leadership
• Patterns of International Organizational Development
• International Division Structure
• Geographic Structure
• Implications for Changing Organizational Structure
• Global Marketing Management Audit
• The Global Marketing Audit
• Setting Objectives and Scope of the Audit
• Components of the Marketing Audit

The Future of Global Marketing

• Six Major Changes
• World Growth
• The World Economy Dominates