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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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