Master Foreign Trade International Marketing

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EENI

Since 1995

Professional Maste

International Mark

The Master in Foreign Trade a English, 60 ) is designed t manage all the technical aspec import- export company.

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3. No to Corruption in int 4. Thesis of the Master in

The language of the master: international communication s languages.

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EENI – School of Intern

Business

http://en.reingex.com/

aster's Program in Foreign Trade

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Modules and main subjects of the Master in Foreign Trade and

International Marketing

Module one of the Master - Foreign trade.

The objective of the module one “International Trade” of the Master in Foreign Trade and International Marketing is to provide all the knowledge, tools, and techniques necessary to manage all the technical aspects related to the foreign trade of an exporting company: globalisation, Incoterms, transport, customs, documents, international payments, letters of credits, international finance, contracts...

1- Globalisation

2- Introduction to Exporting 3- Import/Export Documents 4- Incoterms

5- Customs Procedures

1. The World Customs Organisation

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1. Marine transport

2. Multimodal transport

7- Methods of payment. Letters of Credit 8- Finance of the international trade

1. FOREX Foreign Exchange Market 2. International Bonds and Guarantees 9- International Contracts

10- Export Department 11- Trade in Services

Module two of the Master - International Marketing

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11- International Marketing

12- Market Research

13- International Product Policy 14- International Pricing Policy 15- International Promotion Policy

16- International Distribution

17- International Segmentation, Brand, and Positioning

Module three of the Master - No to Corruption in International Business

Download the syllabus of the course “Not to Corruption” (PDF)

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Credits of the Master in Foreign Trade and International Marketing: 60 ECTS (European Credit Transfer and Accumulation System). 1 ECTS credit is equivalent to approximately 25 hours of student’s dedication (hours of study, exercises, information research, and teamwork)

Diploma of the Master in Foreign Trade and International Marketing

The students who complete all the exercises and thesis will obtain the master degree diploma issued by EENI (School of International Business).

1. Students with a bachelor's degree will receive a “Diploma of Professional Master's Program in Foreign Trade and International Marketing.” In this case; it will be necessary to send us a certified copy of the University Diploma

2. Students without a bachelor's degree will receive an “Advanced Diploma in International Trade and Global Marketing.”

Students who have approved the Master in Foreign Trade and International Marketing can validate them and register for the Master Executive in International Business (MIB)

Duration: 12 months.

Total fees for the Master: 2,358 Euros. Partial Scholarships are available.

Master intended for all those wanting to specialise in the international trade and global marketing. The Master is designed for people without previous knowledge or experience in international business as it begins with the basic knowledge of international trade.

In what types of job positions can a person work with this Master?

For example, in the export department of export companies, service companies (logistics department, banking, consulting companies), public and private institutions such as chambers of commerce, business associations, multilateral organisations and as an entrepreneur, or creating one's business.

Methodology: e-learning / Distance learning. Case method.

URL: http://en.reingex.com/Master-Foreign-Trade-International-Marketing.asp

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Objectives of the Master in Foreign Trade and International Marketing

Module one of the Master in Foreign Trade and International Marketing: International Trade

The objective of the module one “International Trade” of the Master in Foreign Trade and International Marketing is to provide all the knowledge, tools, and techniques necessary to manage all the technical aspects related to the foreign trade: Incoterms, transport, customs, documents, payments, documentary credits, international finance, contracts...

The objectives of the module “International Trade” are to understand...

1. The Globalisation process and the fundamentals of the international business

2. The positive and negative effects of the globalisation

3. The cultural, political, and environmental dimensions of the globalisation 4. The liberalisation process and the role of the World Trade Organisation

5. The trends to regionalism, role of emerging markets, BRICS Countries, India, and China 6. The causes of the World financial and economic crisis

7. The nature of exporting and the difficulties that may arise

1. To learn about Import/Export transactions, the difficulties with them and how to overcome these challenges

8. The different types of documents used in foreign trade, which documents usually require the customs, the requirements for various documents and how to fill in these documents correctly

9. The responsibilities of the exporter and importer under the Incoterms 2010 and how the Incoterms are used in the international trade transactions

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2. The different customs procedures, methods of products classification and

learn to complete the customs documents

3. The role of the World Customs Organisation and the World Trade Organisation 11. The importance of a correct logistics and transport management for the international

trade

1. To analyse the modes of transport (marine, air, road, train, multimodal) and their characteristics as well as the transport documents required for each mode of transport and how to complete them

2. To understand the functioning of the marine transport, documents required for sea freight and how to complete them

3. To familiarise the student with the different types of packaging, packaging materials, the use of pallets and containers, packing marks, modes of transport and packaging, and the criteria to be used when selecting an appropriate packaging for particular shipments

12. The various methods of payments used in international trade and outlining their differences, advantages, and disadvantages both for the importer and for the exporter.

1. What Documentary Collections are and how they work. 2. Export and import collections will be analysed

13. The importance of the Documentary credits in international trade.

1. How the Documentary credit and letters of credit works and the obligations of the parties involved

14. The various methods of international finance both for exports and imports

1. The fundamentals of the foreign exchange markets

2. The different types of bonds and guarantees and how they operate 3. The various methods of managing exchange and country risk

4. The forward exchange contracts and currency options will be examined in greater detail

5. Forfeiting, Factoring, and Invoice Discounting will be analysed

15. The fundamentals of the international contracts and how they are used in the international trade transactions

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Module two: Global Marketing

The objective of the module two “Global Marketing” of the Master in Foreign Trade and International Marketing is to provide all the knowledge, tools, and techniques necessary to manage all the technical aspects related to the global marketing of an exporting company: International Pricing, product, promotion, brand, segmentation, distribution...

1. To learn about the key concepts of the international marketing.

1. We will analyse the purpose of the international marketing, explore the concepts of price and value to the customer, examine the marketing mix in the context of export marketing and discuss the key elements of an export marketing plan

2. To understand the key tools and concepts of the International market research and how best to apply them. A PEST analysis is an analysis of the external

macro-environment that affects all firms

3. To learn the international product policy key areas, the importance of adapting the product to the local requirements when entering new export markets and the analyse of the product characteristics that typically need to be modified for the different markets

4. To understand the importance of an appropriate International Pricing Strategy when entering new export markets

1. To examine the pricing options available to the exporter and outline the criteria to be used when establishing a pricing strategy

2. The criteria defined in pricing under the Incoterms

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1. To understand the influence of a country's international brand on its export

performance

2. To understand the fundamentals of international fairs appropriate preparation and attendance and its related follow-up activity

3. To understand how to plan and prepare a business trip to a prospective export market and the follow-up, which will then be required

6. To learn the importance planning an appropriate International Distribution Strategy when entering new export markets, examine the distribution options available to the exporter, outline the criteria to be used when selecting a distribution option and analyse the strategies that can be implemented for consumer and/or industrial products

1. To know the channel options, that may be used when entering new export markets.

2. We are going to examine the direct and indirect export channels available to the exporter, analyse the functions of importers and representatives, discuss the use of the company personnel and sales or production subsidiaries as well as explore franchising, licensing and other channels

3. To examine the process of evaluating, recruiting and managing the

international sales representatives and the mechanism involved in selling into department stores and hypermarkets

7. To understand the importance of the international segmentation in our strategies of marketing and internationalisation

1. To know the targeting strategies: concentrated, differentiated, product specialisation, market specialisation, full market coverage

8. To know the main brand strategies: global, regional or local

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Continuous assessment: Evaluations and thesis.

The assessment of the student is continuous and is based on: 1- Successful completion of exercises.

Each subject of each module of the Master in Foreign Trade and International Marketing (Incoterms, International Logistics, international distribution, export prices, customs,

promotion...) has exercises that are evaluated, which the student must work out and pass to obtain the diploma.

The purpose of these exercises is that the student works on practical cases and tries to solve them efficiently. Normally, the professors need one week to evaluate the exercise. When the Professor has evaluated the exercise, the student will receive a message with the score and commentaries. If the professor believes that the student has not reached the minimum level; he will guide to improve the quality of their exercises.

The

important thing is to learn!

2- Thesis of the Master in Foreign Trade and Global Marketing

For the successful completion of the Master, the student must submit a Thesis. The topic must be related to the international business (Foreign Trade or Global Marketing).

The Thesis normally reports on a research project or an extended analysis of a topic. Some examples of the thesis: “International Marketing Plan” (for a company), “Creating international distribution networks,” “Strategies for international promotion.”

1. The Coach will provide the guidelines and requirements for writing the paper. 2. If the student works in a company; he can develop thesis related to his work 3. Delivery of the exercises and thesis is done digitally, through our e-campus

4. EENI encourages the creation of works group with students from different countries

Main subjects analysed in the Master in Foreign Trade:

1. Foreign Trade: globalisation, exporting, import and export documents, Incoterms, customs, import and export processes, transport and international logistics, payment methods and documentary credits, international financing, Foreign Exchange Markets, international contracts and export department

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Master in Foreign Trade and International Marketing- Syllabus:

Subjects and objectives of module 1- Foreign trade

1- Globalisation

2- Introduction to Exporting 3- Import-Export Documents 4- Incoterms 2010

5- Customs Procedures

2. Customs and the World Trade Organisation 6- International Transport

1. Marine transport 2. Multimodal transport

7- Methods of Payment. Letters of Credit 8- Finance of international trade

1. FOREX Foreign Exchange Market 2. International bonds and guarantees 9- International Contracts

10- Export Department 11- Trade in Services

Subject: Globalisation and International Business. Regionalism. Syllabus:

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1. Globalisation (Globalization) and international trade

2. Positive and adverse effects of the globalisation 3. Historical background

4. Globalisation, the international trade and financial markets

5. Cultural, political, and environmental dimensions of the globalisation 6. Globalisation and international institutions:

1. The United Nations

2. The World Trade Organisation 3. The World Bank

4. The International Monetary Fund 5. The European Union (EU)

7. Liberalisation. The role of the World Trade Organisation (WTO) 8. Regionalism

9. World Trade Agreements 10. The Emerging Markets

11. The BRICS Countries. India and China 12. World financial and economic crisis 13. Regional analysis:

1. Africa

1. Africa: The Next Emerging Continent 2. Frontier Markets in Africa

2. America 3. Asia 4. Europe

5. The Arab Countries 14. Global food crisis

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16. Global Ethics and Globalisation

The objectives of the subject “The Globalisation”:

1. To learn about trade liberalisation and the formation of the World Trade Organisation (WTO)

2. To identify the positive and adverse effects of the globalisation 3. To know the trends towards regionalism

4. To understand the various regional economic agreements and their relevance to both regional and world trade

5. To explore the historical development of the global trade over the last decades Subject: Introduction to Exporting (Export, Import). Syllabus:

1. Introduction to Exporting 2. Advantages of exporting

3. Resources Needed for exporting 4. Starting the Export Activity 5. The Export Process

6. Problems deriving from non-Internationalisation 7. Introduction to the foreign direct investment (FDI)

The objectives of the subject “Introduction to Exporting” are the following: 1. To understand the nature of exporting and the difficulties that may arise

2. To learn about import and export transactions, the difficulties with them and how to overcome these challenges

3. To analyse the advantages of exporting and the risks of not exporting This will be achieved by:

1. Examining the fundamental questions related to the export process 2. Analysing the challenges to overcome in an export transaction 3. Detailing the steps necessary to beginning the export process

IMPORTANT NOTE: This subject is only an introduction to imports and exports. The student will have a real vision of the foreign trade, after studying the following subjects:

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2. Customs

3. Incoterms

4. International Logistics

5. Finance of the international trade

6. Export Departments 7. International Contracts 8. Documentary credits

Subject: Import/Export Documents. Documentation for International Trade. Bill of Lading. Syllabus:

1. Introduction to the Import/Export Documents

2. Documentation for International Trade 3. Documents of Origin (Certificate of Origin)

4. Commercial Documents (Proforma, Invoice, Packing List) 5. Transport Documents

6. Administrative Documents 7. Other Documents

8. Case Study:

1. Documents needed for exporting to Brazil 2. Documentation for exporting fish to Angola

The main purposes of the subject “Import/Export Documents” are to learn about the different types of documents used in the foreign trade (import and export), which documents usually require the customs, the requirements for various documents and how to fill in these documents correctly.

In this subject, the student will learn about the various types of documents used in foreign trade.

This will be achieved by:

1. Analysing the various classifications and requirements of export documents 2. Learning what functions export documents perform

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4. Analysing the various commercial and administrative documents

5. Examining other documents that may be required in international business transactions

Subject: The Incoterms 2010. DAT DAP FOB CIF EXW FCA CIP... Syllabus:

1. Introduction to the Incoterms 2. What are the Incoterms 2010? 3. Analysis of the Incoterms 4. Comparative tables

5. The Incoterms and international transport 6. New Incoterms: DAT and DAP.

7. Replaced Incoterms: DAF, DES, DEQ, and DDU

8. The Incoterms for sea and inland waterway transport: FAS - FOB - CFR - CIF 9. The Incoterms for any mode of transport: EXW - FCA - CPT - CIP - DAT - DAP - DDP 10. How are they used?

11. Criteria for selection of the Incoterms

The objectives of the subject “The Incoterms” are the following:

1. To understand the responsibilities of the exporter and importer under the Incoterms 2010

2. To know how the Incoterms are used in the international trade transactions 3. To identify the risk, cost, and formalities according to the Incoterm selected Subject: Customs Procedures (Foreign Trade). Syllabus:

1. Introduction to the customs procedures

2. Functions of the customs 3. Customs clearance 4. Examination of goods

5. Customs treatment or use of goods 6. Summary declaration

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8. Dispatch for consumption

9. Import Procedures

10. VAT payable on imported goods 11. Single Administrative Document

12. Origin of goods. Customs Legislation.

1. Customs valuation in the European Union (EU) 13. Classification of goods

14. TARIC (Integrated Tariff of the Community) 15. Customs agents

16. Case Study:

1. Market Access database 2. The Chinese Customs

3. The European Customs Union (EU) 4. The New Union Customs Code

5. The European Union-Turkey Customs Union

18. Customs and the World Trade Organisation (WTO) The objectives of the subject “Customs Procedures” are to:

1. Understand the role and functioning of the customs and the role of a customs agent 2. Analyse the different customs procedures, methods of products classification and

learn to complete the customs documents

3. Become familiar with the import procedures and analyse the existing customs procedures

4. Understand the role of the World Customs Organisation and the World Trade Organisation (WTO)

5. Know the main regional integration processes in the world: The MERCOSUR, the Andean Community, the Central American Integration System, the ASEAN, the Gulf Cooperation Council (GCC), the Arab Maghreb Union, ECOWAS, WAEMU, ECCAS, CEMAC, SADC, EAC, and the IGAD

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1. Introduction to the World Customs Organisation (WCO)

2. The Harmonised System (HS) of the World Customs Organisation 3. Customs Valuation

4. Rules of Origin

5. The Agreement on Rules of Origin of the World Trade Organisation 6. Customs Enforcement and Compliance

7. SAFE Package

8. Customs Procedures and Facilitation 9. Conventions:

1. The Revised Kyoto Convention 2. The ATA System

3. The Customs Convention on Containers 10. Case Study: market access map

The purposes of the subject “The World Customs Organisation (WCO)” are: 1. To know the role of the World Customs Organisation

2. To understand the key concepts related to the customs: non-tariff barriers, customs valuation, transaction value, previous inspection, rules of origin, and import licences 3. To know the Harmonised System and the various existing conventions

Subject: Customs and the WTO (World Trade Organisation). Syllabus:

1. The role of the World Trade Organisation on Customs 2. The Multilateral Trading System

3. The Agreements of the World Trade Organisation

1. Tariffs 2. Agriculture

3. Standards and safety 4. Textiles

5. Anti-dumping, subsidies, and safeguards

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4. The Agreement on Import Licensing Procedures

5. The Agreement on Customs Valuation 6. Rules for the valuation of goods at customs 7. Methods for the valuation of goods:

1. Transaction value 2. Identical or similar goods 3. Deductive or computed method 4. Fall-back

8. The Pre-shipment Inspection Agreement

9. The Rules of Origin Agreement

10. The Customs and Regional Trade Agreements 11. The Customs Procedures and the Doha agenda

The objectives of the subject “The Customs and the World Trade Organisation” are to understand the

1. Role of the World Trade Organisation in customs the custom procedures 2. WTO's agreements

3. Fundamental concepts related to customs: non-tariff barriers, customs valuation, transaction value, pre-shipment inspection, rules of origin, and import licences 4. Methods for the valuation of goods

Subject: International Transport and Logistics - Syllabus:

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1- International Transport and Logistics

1. Introduction to the international transport and logistics 2. The international transport chains

3. The Authorised Economic Operator (AEO)

4. Selecting a mode of transport

5. Transport documents, costs, and insurance 6. Case Study:

1. FEDEX 2. UPS 2-Export Packaging

1. The importance of appropriate export packaging 2. Types of containers

3. Types of packaging materials 4. Electronic tagging

5. Marks on the packaging

3- Marine Transport

1. Introduction to the Marine Transport 2. Documentation. Bill of Lading (B/L) 3. Costs of the Marine transport. Freight 4. Insurance

5. Legislation related to the marine transport

1. The Hague-Visby Rules 2. The Hamburg Rules 6. The largest ports in the World

7. Outlook of the global marine transport market 8. The World fleet

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1. The Ports of Rotterdam, Tokyo, and Singapore

2. Cosco 3. Evergreen 4. Maersk Group

10. Introduction to the maritime transport in Africa 1. The Suez Canal

4- International Air Transport

1. The use of the Unit load device in the international air transport 2. The International Air Transport Association (IATA)

3. The insurance of the Air freight 4. International air freight tariffs 5. The Air Waybill (AWB)

6. The main airports in the World 7. The global air transport market 5- International Road Transport.

1. Costs and insurance of the road transport

2. Conventions are governing the road transport: CMR and TIR 3. The Road freight documentation (CMR)

4. The Forwarder certificate of receipt (FCR) 5. The Road freight market

6. Flows in international road freight transport

7. Introduction to the African corridors 6- Railway Transport

1. The Rail freight market

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5. The Shinkansen high-speed rail network

7- Multimodal Transport.

1. Introduction to the multimodal and intermodal transport 2. Cost and insurance of the Multimodal Transport

3. The Rules for multimodal transport documents of the International Chamber of Commerce

4. The UNCTAD and the multimodal transport 5. The Multimodal Bill of Lading

6. The FIATA Combined Transport Bills of Lading (CTBL) 7. The Intermodal transport chain

Subject: International Methods of Payment. Letters of Credit. Documentary credits UCP 600. Syllabus:

1. Introduction to the international methods of payment 2. Countries and payment terms

3. Bills of Exchange

4. Bank Draft 5. Bank Transfer 6. Clean collection

7. Documentary Collections 8. Letters of Credit (L/C).

1. Types and modalities 2. Terminology

3. Opening a letter of credit 4. Availability

5. Contents of the letter of credit 6. Documents

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10. Analysis of the documentary credits

11. Import letters of credit

Objectives - the subject “Methods of payment/Letters of Credit” aims at:

1. Analysing various methods of payment used in international trade and outlining their differences, advantages, and disadvantages both for the importer and exporter 2. Understanding what documentary collections are and how they work. Export and

import collections will be analysed 3. Understanding the following:

1. The importance of the Documentary credits and letter of credit in the international trade

2. How the Documentary credit works 3. The obligations of the parties involved

4. To understand how import documentary credits operate In this subject:

1. We will examine how to receive and effect payment for international contracts of sale 2. The student will become familiar with the parties, obligations, and key terminology

used in documentary credit operations

3. As well as, the student learns about the key checklists to take into account when preparing documents for presentation under documentary credits.

The focus will be on export methods of payment. The information presented here is also applicable to import transactions.

The selection of the most suitable method of payment is a key factor of a successful export sale.

Documentary Collection

1. Documentary collection 2. Clean Collection

3. Bill of Exchange 4. Managing collections

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1. To learn the differences between clean and documentary collections and analyse the

advantages and disadvantages for the importer and the exporter

2. To find out how to complete a Bank Documentary Collection order and how to manage export collections at the Bank

3. To understand the difference between documents against acceptance and documents against payment

Subject: Finance of the international trade. Country risk. Syllabus:

1. Introduction to the international trade finance 2. Finance of the export and import transactions

3. Pre-shipment finance

4. International risk: payment, foreign exchange, counterparty, and delivery 5. Country risk

6. Sovereign risk 7. Credit ratings

8. Evaluation and classification of the Country risk

9. Corruption perceptions index 10. Export credits (OECD)

11. Case Study

1. The case of Thailand and South Africa 2. Introduction to Islamic Banking

The aims of the subject “Finance of the international trade” are the following:

1. To familiarise the student with the various methods of finance both for exports and imports

2. To understand the risks associated with foreign trade operations 3. To know how to manage pre-financing and export financing

Sub-subject: The Foreign Exchange Market (FOREX). Currency trading. Options. Syllabus:

1. Introduction to the Foreign Exchange Market (FOREX)

2. The Global Financial Crisis

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4. The European Central Bank. The Euro

5. The Tobin tax 6. Currency trading

7. Players: Central banks, companies, brokers, hedge funds, investors, and speculators

8. Currency exchange rates

9. Methods of managing the exchange risk 10. Types of coverage

11. Exchange risk insurance

12. Forward exchange contracts and currency options. Call/Put Options

13. Spot Market and Forward Market 14. Vulnerability analysis

15. Case Study: the balance of payments as a tool for credit risk analysis of a market The objectives of the sub-subject “Foreign Exchange Market (FOREX)” are:

1. To analyse the fundamentals of the Foreign Exchange Markets, understand their functioning and examine the agents operating in these markets

2. To know the various methods of managing exchange risk

3. To examine in detail the Forward exchange contracts and currency options Sub-subject: International Bonds and Guarantees. Documentary Collections. Syllabus:

First part: International bonds and guarantees

1. International Bonds (overseas guarantee) and Guarantees 2. Tender and Performance Bonds

3. Advance/progress Payment Bond

4. Retentions and On-Demand Bonds (“Calamity Bonds” or “Suicide Guarantees”) 5. Other types of guarantees

6. Managing bonds and guarantees 7. Bank obligations

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9. The International Chamber of Commerce Rules for the Issuance of Bonds and

Guarantees

10. Factoring and Forfeiting

11. Invoice discounting 12. Endorsements 13. Bills of Exchange

14. Documentary Collections

15. Clean Collection. Managing collections

The main objective of the sub-subject “International Bonds and Guarantees” is to learn about the different types of bonds and guarantees and how they operate. In this sub-subject, the student will:

1. Learn what types of bonds and guarantees there are and how they operate

2. Analyse the advantages and disadvantages of different types of bonds/guarantees for the exporters

3. Discuss the parties involved and their responsibilities 4. Examine how banks manage bonds/guarantees

5. Gain a good understanding of Forfeiting, Factoring, and Invoice Discounting Second part: Factoring and Forfeiting

In this part, we will explore the export finance products that are growing rapidly. We will explore Factoring, Invoice Discounting, and work through the procedure for a Forfeiting transaction.

In this part, the student will:

1. Become familiar with fundamentals of Factoring

2. Learn what benefits factoring offers to a growing business 3. Study the fundamentals of Forfeiting

4. Discuss the differences and similarities between Factoring and Forfeiting 5. What Invoice Discounting is and how it compares to Factoring

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The objective of this part is to understand what Documentary collections are and how they work. Export and import Collections will be analysed.

In this part the student will:

1. Learn that Documentary collections are a service provided by the Bank whereby the Bank facilitates the settlement of payment between international importers and exporters by a collection of financial and commercial documents

2. Discover that Collections offer a greater degree of security to the exporter than open account transactions

3. Understand the operation of 1. Export Collections

2. Import Collections

Subject: The Export Department. Director of International Business. Syllabus:

1. Introduction to the export department/international department 2. Set up and run the export department

3. Functions, goals, and organisation of the export department 4. Resources needed

5. Director of International Business, export manager, and country area manager 6. Export administrative

7. Secretary of the department of the foreign trade 8. Case Study:

1. Analysis of the differences between the departments of export in Spain and Latin America

2. The assignment of sales areas in the international department The objectives of the subject “The Export Department” are the following:

1. In this subject, the student will learn how to set up and run an export department 2. We will also discuss the functions and goals of the export department

This will be achieved by:

1. Examining the characteristics of an export manager

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3. Analysing the goals of the export department and how to benchmark them

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Subjects of module 2- International Marketing

1. International Marketing 2. Market Research

3. International Product Policy 4. International Pricing Policy 5. International Promotion Policy 6. International Distribution

7. International Segmentation, Brand, and Positioning

Subject: International Marketing. Syllabus:

1. Introduction to the international marketing 2. The export process and international marketing 3. Key concepts in international marketing

4. Global marketing mix (Promotion, Distribution, Price, and Product) 5. International Marketing Plan

6. International Business Plan 7. From local to a global company 8. Case Study:

1. TESCO 2. Fiat Iveco

3. General Electric

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In this subject, the student will analyse the purpose of the international marketing, explore the concepts of price and value to the customer, examine the marketing mix in the context of export marketing and discuss the key elements of an export marketing plan.

1. To learn about the key concepts in international marketing 2. To know how to design an International Marketing Plan

3. To understand the implications of the vision “Think globally, act locally” on the international marketing and strategies of internationalisation

In this subject, the student is shown how to identify the elements of the international trade, and how to design an international marketing strategy effectively.

1. Analysing the purpose of the international marketing

2. Exploring the concepts of price and value to the customer 3. Contrasting the global marketing to local marketing

4. Examining the marketing mix in the context of export marketing 5. Highlighting the key factors to include in an export marketing plan

IMPORTANT NOTE - this subject is only an introduction to the international marketing, the student will have a real vision of the international marketing, after studying the following subjects:

1. International Market Research 2. International Pricing Policy 3. International Promotion Policy 4. International Distribution

5. International Product Policy

6. Segmentation, Brand, and Positioning

Subject: International market research. PEST analysis. Syllabus:

1. Introduction to the global market research 2. How to export?

3. Where to export? 4. What to export?

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7. Qualitative methods

8. Market profitability

9. Sales potential in the foreign markets

10. The PEST analysis (Political, Economic, Social, and Technological Factors)

11. Market research study 12. Case Study:

1. Market research using the market access tool (MADB) of the European Union (EU)

2. Mitsui Co 3. Cargill

This subject includes the EENI Market Access tool

The main purpose of the subject “International market research” is to understand the key tools and concepts of the international market research and how best to apply them.

1. To understand the importance of the international market research in the strategies of internationalisation

2. To know how to analyse an international market research

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1. Analysing the goals of researching a new export market

2. Outlining the features of both qualitative and quantitative analysis

3. Detailing the type of information that the student should obtain to assess the commercial viability of an export market

Subject: International product policy. Strategies. Syllabus:

The subject “International product policy” consists of two themes: 1- International Product Strategies

1. Introduction to the international product strategies

2. Standardisation, adaptation, and diversification of products and services 3. Globally standardised products and services

4. Locally adapted products and services 5. Brand and product/service policy 6. Business portfolio

7. BCG Growth-Share Matrix 8. McKinsey matrix

9. Experience curve

10. E-Product. Digital value. Pervasive computing 11. Case Study:

1. Silicon Graphics 2. Comfort (Unilever) 3. AESSEAL

4. Johnson and Johnson

5. General Motors Corporation 6. Tantrix

7. Linux 8. Nintendo

2- Quality and International Marketing

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2. Standards and certifications

3. Case Study: CE Mark

Objectives: The subject “International product policy” sets out to analyse the key areas of the international product/service policy.

1. To know how to design product/services strategies for the international markets 2. To learn the importance of adapting an export product or service to the local or

regional requirements when entering new export markets

3. To know how to add value to a traditional product with value digital services This will be achieved by:

1. Examining the product/service adaptation options available to the exporter 2. Analysing the product/service characteristics that typically need to be modified for

different international markets

Subject: International Pricing Policy. Export prices. Syllabus:

1. Introduction to the international pricing policy 2. Product life cycle and the international price policy

3. Calculation of export prices

4. International prices and the Incoterms 5. Analysis of the prices of the competitors 6. Strategies of international prices

7. Pricing strategy when entering new export markets 8. Pricing options available to the exporter

9. E-Business and pricing policy 10. Case Study:

1. Pricing Policy and Inflation

2. Price of Traded Goods and Services in Asia

The main purpose of the subject “International Pricing Policy” is to understand the importance of an appropriate pricing strategy when entering new export markets.

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2. We will also look at the criteria defined in pricing under the Incoterms

This will be achieved by:

1. Examining the pricing options available to the exporter

2. Outlining the criteria to be used when establishing a pricing strategy

3. Analysing the goals of a pricing policy 4. Detailing how to arrive at an export price

5. Introducing the criteria defined in pricing under the Incoterms Subject: International Promotion Policy. International Fairs. Syllabus:

The Subject “International Promotion Policy” consists of six parts: 1- International Promotion

1. Introduction to the international promotion 2. International promotion policies

3. Promotion strategies: global, regional, and local 4. Promotion strategy when entering new export markets 5. Direct and indirect international promotion

6. International Promotion MIX 7. Advertising and publicity 8. Advertising Agency 9. Promotion campaign 10. Brochures and catalogues 11. Public relations

12. Sponsoring and Fund Raising 13. Case Study:

1. Benetton 2. Red Bull

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5. Omnicom

6. Ten Best Advertising Slogans 2- International Fairs.

1. The International Fairs: a fundamental aspect of the international marketing

2. Objectives of the participation in the international fairs 3. Preparation and organisation of the international fairs 4. Main trade fairs in the World

5. Case Study: Pininfarina in Auto Shanghai 3- Country Brand.

1. The concept of the country brand

2. Influence of the country brands on global marketing 3. The country brand as a competitive advantage

4. The strategy of internationalisation and the country brand 5. International rankings

6. Rating agencies

7. Case Study:

1. Country Brand Index 2. Cafe de Colombia

3. Proudly South African Brand 4. The Indian Software brand

5. The Brand Hong Kong: “Asia’s World City” 4- International Business trip

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1. Key concepts of e-Promotion

2. Promoting online effectively 3. Search engine positioning

6- Social Networks and international promotion.

1. Web 2.0 in a globalised world

2. Key Concepts: Folksonomy, mashup, Cloud computing

3. Sharing content: Photos (Flickr), documents (Slideshare) and Video (Youtube) 4. Business applications of Facebook and Twitter

5. Professional Social Networks (LinkedIn, Xing)

6. Social Bookmarks 7. Case Study: Google+.

8. Syndication: RSS news aggregators, Podcasting 9. Use of Blogs in companies

10. Case Study: Social Media Strategy 11. Use of Wikis in enterprises

12. Business Models of the Company 2.0

The objectives of the subject “International Promotion” are the following: 1. To understand the key areas of the international promotion

2. To learn the importance of an appropriate promotion strategy when entering new export markets

3. To examine the promotion options available to the exporter

4. To outline the key points to note when designing a company brochure and analyse the tools available when implementing a promotion campaign

5. To understand the influence of a country's international brand on its export performance

6. To understand the fundamentals of the international fairs, the appropriate preparation and the attendance and its related follow-up activity

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8. To understand the basics of e-promotion and how to apply them to the international

marketing

9. To assess the importance of social networks in the International Marketing and know how to design a strategy of social networks

1. Examining the promotion options available to the exporter

2. Outlining the key points to note when designing a company brochure 3. Analysing the tools available when implementing a promotion campaign 4. Examining what is a country's international image

5. Analysing how we can use the country image to promote export sales 6. Detailing the factors that influence a country's image abroad

7. Analysing the goals to be achieved from a market visit

8. Detailing the follow-up work that will be necessary after the trip 9. Outlining the objectives of attending a trade fair

10. Examining the current trends in trade fairs and international exhibitions

11. Detailing how to prepare for a trade fair, task to carried out during the trade fair and the follow-up activities that will be required after attendance

Subject: International Distribution, Direct exports, Sales network management. Syllabus:

The Subject “International Distribution” consists of three parts: 1- International Distribution

1. Introduction to international distribution policy

2. Indirect exports 3. Consultancy 4. Associated exports 5. Export Consortia 6. Trading companies

7. Distribution and e-business. Going international with e-business 8. Case Study:

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2. Toshiba

3. The third Italy

4. Mitsubishi Corporation 5. Sanofi-aventis

2- Direct exports.

1. Importers and distributors 2. Representatives

3. The company personnel 4. Foreign subsidiaries:

1. Sales 2. Production 5. Internationalisation:

1. Licences 2. Franchises

6. Other distribution channels

7. Case Study:

1. Set up a business in Costa Rica 2. Sumitomo

3. Itochu 4. Rolls-Royce

5. Renault-Nissan Alliance

6. 7-Eleven 7. Mango

8. International Distribution networks in centralised economies 9. Shoprite (Africa's largest food retailer)

3- Sales network management.

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2. The Profile of the representative/international distributor

3. Representation and distribution contracts 4. Recruitment methods

5. The Control of the work of the representatives

6. International Sales:

1. Purchasing departments 2. Delegated agents 7. Case Study

8. Exclusive agent in two markets

1. “Grey” Networks 2. Electrolux India

The objectives of the subject “International Distribution” are the following:

1. To learn about the importance of planning an appropriate international distribution strategy when entering new export markets,

2. To identify the distribution options available to the exporter

3. To outline the criteria to be used when selecting a distribution option

4. To analyse the strategies that can be implemented for consumer and/or industrial products

5. To select the channel options, that may be used when entering new export markets. 6. To examine the direct and indirect export channels open to the exporter

7. To analyse the functions of importers and representatives

8. To discuss the use of the company personnel and sales or production subsidiaries

9. To explore franchising, licensing, and other channels

10. To analyse the process of evaluating, recruiting, and managing the international sales representatives and the mechanism involved in selling into department stores and hypermarkets

1. Examining the distribution options available to the exporter

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3. Introducing strategies that can be implemented for consumer and/or industrial

products

4. Examining the characteristics of a sales representative

5. Outlining the most important functions of a sales representative 6. Analysing the process of recruiting a sales representative

7. Detailing how best to manage the work of the sales representative Subject: International Segmentation, Brand Strategy, and Positioning. Syllabus:

This subject “International segmentation, brand and positioning” consists of three parts: 1- International Market Segmentation

1. The importance of the segmentation of the international markets

2. Criteria for a market segmentation

3. Steps of a process of the international segmentation 4. Niche markets

5. Worldwide segmentation strategy 6. Targeting strategies:

1. Concentrated

2. Differentiated

3. Product Specialisation 4. Market Specialisation 5. Full Market Coverage 7. Case Study:

1. Segmentation strategy of the Volkswagen Group

2. Matsushita Electric (Panasonic) 3. United Airlines

4. BECEL/FLORA (Unilever) 5. VALS reports

2- Global Brand Strategy

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2. Brand value

3. Brand strategies in the foreign markets 4. Global, regional, and local brands 5. Building an international brand

6. Case Study:

1. Top global brands 2. Unilever

3. Wrigley Company 4. ACER

5. Gucci Group 6. Nutrexpa 7. Mitsubishi

3- Positioning in the International Markets

1. Introduction to the positioning in the international markets 2. Stages of the international positioning

3. Strategies of the global positioning 4. Global brand positioning

5. The Twenty-two Immutable Laws of Marketing 6. Case Study:

1. United Biscuits 2. Ford Motor Company

3. Erste Bank

4. Positioning a new product in the Australian Market

The main objective of the subject “International segmentation, brand and positioning” is to learn about the International Market Segmentation, Brand, and Positioning and its importance in the international marketing strategies:

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2. To know the targeting strategies: concentrated, differentiated, product specialisation,

market specialisation, and full market coverage

3. To know the main brand international strategies: global, regional, or local

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Module 3: No to Corruption in International Business

Structure of the module

1. Corruption and International Business 2. The role of Transparency International

3. Introduction to the Corporate Social Responsibility

4. The Global Compact of the United Nations. The UN Convention against the corruption 5. The OECD Anti-corruption Measures

6. The Anti-corruption Clause of the International Chamber of Commerce

7. The African Union Convention on Preventing and Combating Corruption

8. Other institutions and initiatives related to the fight against international corruption 9. Introduction to Global Ethics - the two fundamental principles:

1. Harmony of the religions 2. Ahimsa (Non-Violence)

The objectives of the course “No to Corruption in International Business” are the following:

1. To raise awareness about the terrible effects of the corruption 2. To analyse the causes of the corruption in International Business

3. To learn about the tools that a company can implement to fight against the corruption Intended for all those related to the international trade and business, as well as public and private institutions, who wish to eradicate corruption in international business.

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Why fight against the corruption?

1. Infant mortality would drop by 75%.

2. 5% of the World's GDP (between 1 and 1.6 trillion dollars) 3. Global Business would grow up to 3% faster

4. Adds up to 10% to the total cost of doing business globally 5. Near 25% of the final cost of public procurement

Sub-subject: Transparency International (Fight against the corruption). Syllabus:

1. Introduction to Transparency International

2. Corruption and Globalisation 3. The Corruption Perceptions Index 4. The Global Corruption Barometer 5. The Bribe Payers Index

6. The Global Corruption Report

7. Principles of transparency and corruption prevention for businesses

8. Business Principles for Countering Bribery 9. Case Study: The Corruption Risk in Europe

Sub-subject: Corporate Social Responsibility, ethics and fight against the corruption. Syllabus:

1. Introduction to the Corporate Social Responsibility (CSR)

2. Initiatives: The Global Report and InFocus (International Labour Organisation) 3. The Dow Jones Sustainability Index

4. The Corporate Social Responsibility and the European Union (EU)

Sub-subject: The Global Compact of the United Nations (Fight against the corruption). Syllabus:

1. Introduction to the Global Compact of the United Nations 2. The ten principles of the Global Compact

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4. The Universal Declaration of Human Rights

5. The ILO Declaration on Fundamental Principles and Rights at Work 6. The United Nations Convention against Corruption

7. The Rio Declaration on Environment and Development Sub-subject: The OECD Anti-corruption Measures. Syllabus:

1. Introduction to the Organisation for Economic Cooperation and Development (OECD)

2. OECD Guidelines for Multinational Enterprises

3. Convention on Combating Bribery of Foreign Public Officials in International Business Transactions (OECD)

4. Tax and Crime

5. Fighting corruption in the public sector

6. Guidelines for managing conflict of interest in the public service 7. Good Practice Guidance on Internal Controls, Ethics, and Compliance 8. Bribery in the Public Procurement

9. Managing conflict of interest (public service)

10. The role of intermediaries in the international business transactions

11. Electronic sales suppression 12. Business integrity in Africa

Sub-subject: The Anti-corruption Clause of the International Chamber of Commerce (ICC). Syllabus:

1. Introduction to the International Chamber of Commerce

2. The Anti-corruption Clause of the International Chamber of Commerce

3. How to implement the anti-corruption clause 4. Outline of the anti-corruption clause

Sub-subject: The Convention on Preventing and Combating Corruption (the African Union). Syllabus:

1. Introduction to the African Union Advisory Board on Corruption 2. The Regional Anti-Corruption Programme for Africa

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Sub-subject: Other Institutions and Initiatives Anti-corruption. Syllabus:

1. The Group of States against Corruption 2. The International Anti-Corruption Academy 3. The Global Witness

4. The Global Financial Integrity

5. The International Association of Anti-Corruption Authorities 6. The Financial Action Task Force

7. The Stolen Asset Recovery Initiative

8. The World Economic Forum Partnering against the corruption Initiative

9. The African Union Convention on Preventing and Combating Corruption

Subject. A model of global ethics for international business. Syllabus:

“The principle of the non-violence of Mahatma Gandhi and Sri Ramakrishna's testimony to

the harmony of religions: here we have the approach and spirit that can make it possible for

the human race to grow together into one family.” Arnold Toynbee. 1. Introduction to the Global Ethics

2. Sources of the global ethics

3. Religions as “Wisdom traditions” of humanity: one of the main sources of the global ethics

4. Searching for a Global Ethics Model 5. Shared ethical principles of humanity 6. The Golden Rule (“Ethic of Reciprocity”)

7. The two fundamental principles of the global ethics 1. Harmony of the religions (Sri Ramakrishna) 2. Ahimsa (Non-Violence)

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9. Implications for the international marketing

10. Business People who apply models based on global ethics 11. Why do we need a global ethics?

12.

The objectives of the subject “A model of global ethics for international business” are the following:

1. To define the pillars of a model of global ethics

2. To understand the religions of humanity as the sources of a model of global ethics 3. To analyse the two fundamental principles of the global ethics: Ahimsa (non-violence)

and harmony of the religions

4. To reflect on the impact of the model of global ethics on global business (marketing, strategies, and relationships)

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In what types of job positions can a person work with this Master?

For example, in the export department of export companies, in service companies (logistics department, banking, consulting companies), public and private institutions such as chambers of commerce, business associations, multilateral organisations and as an entrepreneur, creating one's business.

Video Career opportunities related to the Master in International Business

Profile of the Student

1. Export Managers (Export Directors, Directors of International Division) of export companies (or potential for Import-Export) or import companies.

2. Commercial Directors, Sales, and Marketing Directors (domestic market) wishing to begin the international business activities.

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4. Postgraduates (business administration, economics, engineers, lawyers, and

translators) seeking a specialisation in international trade and global marketing. 5. Sector Professionals wishing to update their knowledge of the international markets

(customs brokers, freight forwarders, trading companies, logistics companies, banks, institutions, multilateral organisations, teachers, and international trade consultants) 6. Professionals from other sectors that want to specialise in the global business.

Given the wide variety of the Profile of the EENI Students and the countries where we operate; it is hard to define a standard profile of our students. For example, our largest global

institutional customer is the United Nations and related agencies (mainly expatriate

managers). At the company level, we have students in both large multinationals as Small and Medium Enterprise.

Job descriptions (Work profiles) related to the Master in Foreign Trade and International Marketing

Directive positions/Management:

1. Export Manager. Export Directors. Regional and Area Export Managers

2. Director of the International Department. Directors of International Division 3. Director of the international marketing

4. Director of International Relations Executive positions/middle managers:

1. Import/Export Manager 2. Product Manager

3. Executives of the international trade

4. International Banking Department 5. International Trade Consultant 6. Sales Representative

7. Technical Sales of the import-export area 8. International collections manager

9. Sales to foreign customers

10. Export Assistant

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13. Administrative import-export

Career opportunities related to the Master

Upon completion of the Master in Foreign Trade and International Marketing, the students will be able to carry out their responsibilities efficiently in:

1. Export or import companies (or with the potential for the internationalisation) related to the international business: foreign trade departments, international marketing or internationalisation.

2. Service companies and organisations related to the international trade: International departments (Banks), logistics (transport), customs (Forwarders/Customs Brokers), Consulting (Marketing, Advertising Companies, Import-Export)

3. Public and private institutions related to the internationalisation: Development Agencies, Chambers of Commerce, Trade Unions, Business Associations, Exporters Associations, Multilateral Organisations, Non-governmental Organisations.

4. Personal projects (entrepreneurs) offering consulting services related to the