International Marketing
Study and Analysis of Global Markets for Export Opportunities
What you'll learn
- Understand the basics of international marketing
- Study and analyze international markets
- Know the sources of information
- Learn international marketing strategies and differentiation strategies
- Prepare international marketing plans
- Understand international pricing
- Promote in international markets
- Set the implementation plan and measure performance
- Achieve effective international marketing communication
About this course
This course teaches international marketing and the study and analysis of global markets to find export opportunities. It starts with an introduction to international marketing, then studying international markets, the sources of information, and the information you must study about each market. After that you learn international marketing strategies in two parts and differentiation strategies, then preparing international marketing plans and the elements of a plan. The course also covers international pricing, promotion in international markets, the implementation plan and performance measurement, and finally how to achieve effective international marketing communication. It suits marketers, exporters and company owners who are thinking of entering markets outside their country, as well as students of marketing and trade, and no previous export experience is needed. By the end, you will be able to study and analyze an international market, choose the right strategy, and prepare an international marketing plan that covers pricing, promotion and performance measurement. The course presents the concepts in a simple style with clear steps, so you can apply them to the product or service you work with.
Expected outcomes
- Master skills in international market analysis.
- Develop international marketing strategies for target markets.
- Prepare and implement successful international marketing plans.
- Achieve effective communication with the targeted international audience.
Learner reviews
Course content
1International Market Studies
4 lectures
- Introduction to International MarketingAn introduction to international marketing: why marketing beyond borders matters, its challenges and cost, how local crises can hit the home market, and the stages from market study to plan, execution and evaluation.25:53
- Studying International MarketsExplains how to study international markets and choose a target market, understanding the country's general and foreign policy, the different difficulty of exporting to different markets, and the challenge of getting the needed information.12:17
- Sources of Information AcquisitionExplains sources of international market information: government sites and reports, international organizations such as the IMF and World Bank, specialized firms, conferences, and visiting the market in person.9:57
- Information to be StudiedOutlines what to study about a target market: its size, distribution and purchasing power, infrastructure, legal and cultural environment, inflation, and competitor analysis.21:56
2International Marketing Strategies
3 lectures
- International Marketing Strategies (Part One)Explains strategies for entering international markets: direct marketing, online selling adapted to each country's culture, working through agents and distributors, and opening branches, along with the risk of losses if wrong.19:11
- International Marketing Strategies (Part Two)Explains two international marketing strategies: adaptation, changing the product, brand and campaigns to each market's culture, and standardization, using the same product and marketing everywhere, and when each fits.6:22
- Excellence Strategies in International MarketingExplains three strategies for standing out in international markets: lowest cost, differentiation through product or services such as after-sales support, and specialization in a specific niche.10:21
3Preparation of International Marketing Plans
5 lectures
- Preparing International Marketing PlansExplains preparing an international marketing plan: studying the market, customers and competitors, analyzing the company's capabilities, and setting a measurable marketing goal with an entry and differentiation strategy.16:12
- Elements of the International Marketing PlanExplains the elements of an international marketing plan: segmenting the market, targeting a group and positioning, then the marketing mix, pricing and promotion, plus the timed execution plan and performance measurement.13:33
- International PricingExplains international pricing: adding shipping, customs, local transport and marketing to cost, ensuring profit at each stage from factory to agent to consumer, and the effect of average prices and customer psychology.7:09
- Promotion in International MarketsExplains promotion in international markets: pushing through an agent instead of ads, how ad style and platform differ by country, understanding customer interests, and setting the promotion budget and timing.6:18
- Executive Plan and Performance MeasurementExplains building an execution plan with set timings and owners, following up and solving problems during execution, and measuring performance through goal progress per period, customer satisfaction and cost.6:08
4Effective International Marketing Communication
2 lectures
- Effective International Marketing CommunicationExplains effective international marketing communication and the communication model: encoding and decoding messages, the effect of language, noise and weak channels, and customer interaction as feedback.14:16
- How to Achieve Effective International Marketing CommunicationExplains how to achieve effective international marketing communication: choosing the right channel, writing the message in people's own language and dialect, using popular figures, adding value, and analyzing ads and feedback.17:28
Instructor
Ahmed Ibrahim
