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International Marketing Specialist
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The International Marketing Specialist qualification provides students with an understanding of the basic marketing concept and the principles and practices of international marketing developing an understanding of the part culture plays in the sales process. Students learn to interpret the market environment, carry out appropriate research, analyse information accurately and devise appropriate marketing plans for the international environment.

The course comprises three sections, each on a different aspect of marketing in international trade.


Learning Outcomes

By the time you have finished this qualification you will be able to:

1. Understand the key marketing elements which lead to international trade success

2. Apply current marketing theories to practices in international trade

3. Understand effective international market research and analysis processes



This section addresses the significance of marketing concepts, how customer needs are identified and environmental factors affecting international marketing:
  • The marketing concept
  • The classification of goods and services
  • An introduction to market segmentation
  • The effects of demographic changes, changes in the distribution of income and wealth, social attitudes, expectations and lifestyles on the demand for goods and services
  • Technological change as it affects demand and buyer behaviour
  • The political, economic, sociological, technological, cultural and legal influences
  • Global markets and global products and services

Introduction to international marketing

  • Differences between domestic and international marketing
  • The internationalisation process
  • Key decision areas in international marketing

International market segmentation

  • Rationale for segmentation
  • The segmentation process
  • Segmentation for global markets and for global products

The marketing mix - the 7 Ps

  • Product strategies: product mix, new product development and the product life cycle
  • Pricing, distribution and promotion strategies
  • The role of people, processes and physical evidence

The marketing of services

  • The characteristics of services
  • International variations

Conducting marketing research

  • Differences between developed and less developed markets
  • Using company's own staff or outsourcing the research
  • Evaluation, presentation to management and cost/benefit analysis

Sources of international market research information

  • Distinction between primary and secondary information – desk and field research
  • Material within the company, e.g. sales analysis
  • Statistical and other external sources
  • Information collected by the company’s export staff eg. on overseas visits or from overseas agents and distributors
  • Information available on-line

Methods used to collect information

  • Sampling techniques, theory and practice
  • Questionnaires, interviewing, observation, test marketing

Numerical and data analysis methods

  • The design and management of the survey process
  • Graphical and tabular presentation, summary measures
  • Forecasting models, regression analysis and correlation


All study is delivered through Supported Distance Learning, with access to tutor support via phone or email. Find out more here.


Fees: £975 inc. student membership and assessment fees




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To discuss our qualifications:
Call +44 (0)1733 404400




Why choose an Institute of Export & International Trade qualification?

Our career-boosting qualifications equip students with the professional and academic skills to succeed in international business.

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