Certified International Marketing Analyst Table of Contents

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


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