Certified International Marketing Analyst

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Introduction to International Marketing 5 Topics

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Marketing: A Universal Discipline

Principles of Marketing

Management Orientations

Benefits of International Marketing

Forces Affecting Global Integration and Marketing

The World Economy 6 Topics

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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 4 Topics

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Nation Trades With Nation

International Trade Theory

Commercial Policy

International Financial System

International Political Environment 4 Topics

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The Political Environment

Political Risks

Indicators of Political Instability

Measures to Minimize Political Risk

Legal Environment 4 Topics

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Legal Systems

Common Versus Code Law

Branch Versus Subsidiary

Business Ethics and Bribery

Social & Cultural Environment 7 Topics

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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 7 Topics

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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 3 Topics

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Global Market Segmentation

Global Targeting

Global Product Positioning

Market Entry and Expansion Strategies 7 Topics

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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 7 Topics

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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 6 Topics

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Products Basics and Categories

Product Positioning

Product Design Considerations

International Product Life Cycle

Product Standardization versus Product Adaptation

World Product

International Branding and Packaging 9 Topics

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Introduction

Branding Levels and Alternatives

Private Brand versus Manufacturer’s Brand

Single Brand versus Multiple Brands

Brand Consolidation

Brand Origin and Selection

Brand Protection

International Packaging

Mandatory Package Modification

Marketing Industrial Products 3 Topics

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The Volatility of Industrial Demand

ISO 9000 Certification: An International Standard of Quality

Promoting Industrial Products

International Marketing of Services 7 Topics

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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 3 Topics

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Basic Pricing Concepts

Environmental Influences on Pricing Decisions

Framework for International Pricing Strategy

Dumping and Countertrade 2 Topics

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Types of Dumping

Inefficiency in Transactions Costs

Transfer Pricing and Other Pricing Approaches 3 Topics

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Transfer Pricing

Global Pricing Three Policy Alternatives

Price Quotations

Global Advertising 5 Topics

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Selecting an Advertising Agency

Advertising Appeals and Product Characteristics

Creating Advertising

Global Media Considerations

Media Vehicles and Expenditures

Advertising School of Thoughts 1 Topic

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Standardized International Advertising

Global Promotion 8 Topics

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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 4 Topics

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Introduction

Direct and Indirect Selling Channels

Types of Intermediaries

Types of Intermediaries: Indirect Channel

Channel Development & Adaptation 4 Topics

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Channel Development

Channel Adaptation

Channel Decision

Determinants of Channel Types

A Guide for Developing a Marketing Plan

Physical Distribution & Documentation 7 Topics

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Modes of Transportation

Packing

Container

Freight Forwarder and Custom House Broker

Documentation

Shipping Documents

Collection Documents

Global E-Marketing 10 Topics

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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 6 Topics

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Nonfinancial Institutions

Equity Financing

Financial Institutions

Government Agencies

International Financial Institutions / Development Banks

International Monetary Fund (IMF)

Negotiating with International Customers, Partners and Regulators 2 Topics

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The Pervasive Impact of Culture on Negotiation Behavior

Differences in Thinking and Decision- Making Processes

Leading, Organizing, and Monitoring the Global Marketing Effort 9 Topics

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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 3 Topics

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Six Major Changes

World Growth

The World Economy Dominates