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Programa

Market Globalization

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Description

The purpose of this course is to introduce participants to the theory, knowledge and tools needed to design and implement effective marketing strategies in the global context. Participants will gain an understanding of the social – cultural, political – legal, competitive and economic values and practices of management decisions that determine success in international l marketing.

Information

Goals and Student Profile

Goals

After completing the course the participant will be able to:

  • Recognize the importance of global marketing and international markets in the corporate business strategy of companies that can design a competitive international position.
  • Acquire a “mentality” of business with an international focus through which one can diagnoses, evaluates and develops world markets under global perspective.
  • Identify innovation capabilities within the organization and the possibilities of developing technologies that support the activities of new products.
  • Understand and apply the principles, concepts and tools of international marketing. Define markets and penetration strategies. Identify potential markets and markets profiles.
  • Develop flexible thinking to anticipate future trends so we can design business strategies to address emerging issues and future opportunities in the international markets.
  • Assess the strengths and weaknesses in the company strategic international market potential, perpetuate and consolidate strategic positions in selected target markets and develop sources of competitive advantage in them.
  • Make competitive decisions on product portfolio, selecting brand positioning and evaluate market entry options as a basis for proper design of the components of international marketing.
  • Manage the life cycle of products and services in international markets. Develop strategies for positioning, differentiating, customer satisfaction and repositioning.

Student Profile

Curriculum

GLOBALIZATION OF MARKETS: AN IMPERATIVE

  1. Developing a global market mentality: Domestic, international, multinational and global focuses.
  2. The analysis of opportunities in global markets
  3. Development of a core business strategy in the global context.
  4. Development of a strategy of internationalization in the company. The analysis of skills and capabilities. Development of global competitive advantage
  5. The profile of the international trade manger: skills and management style.

 

INTERNATIONAL SEGMENTATION: MACRO AND MICRO SEGMENTATION

  1. The need for global targeting strategy
  2. Identification, selection and placement of international markets
  3. Selection criteria, bases of segmentation and analysis tools.
  4. Techniques for estimating international markets: trends, regression and sensitivity.
  5. Micro segmentation: segmentation process within countries. Analysis of descriptors in consumer and industrial markets.
  6. Measuring market potential.

 

INTERNATIONAL STRATEGIC INNOVATION: DESIGN, ORGANIZATIONAL DYNAMICS AND METRICS

  1. Managing international innovation and value creation
  2. Innovation as a strategic priority , new products and challenges
  3. International profile of innovative companies
  4. Design of an organization for innovation
  5. Cash flow in the innovation curve
  6. Technological innovation and dynamic change: The curve S
  7. Architectural innovation, radical, incremental, modular
  8. Life cycle by adopting industry standards for technology: diffusion.
  9. Architecture of international innovation

 

DESIGN AND DEVELOPMENT OF INTERNATIONAL MARKET STRATEGIES

  1. Basis of core competence. Cost strategies, differentiation and relationship.
  2. The global and international chain of value.
  3. Technology platforms and innovation strategies in the company.
  4. Stage – gate  development product
  5. Marketing strategies, industry dynamics and the chain of value.
  6. Consumers value proposition and strategic network of the company
  7. Market positioning strategies.

 

STRATEGIES FOR INTERNATIONAL MARKET PENETRATION

  1. Strategic criteria for selecting the penetration mechanism
  2. Export process, characteristics and determinants of success
  3. Analysis of the process of licensing and franchising
  4. Strategic alliances, selecting partners and developing relationships
  5. Design and manage strategic alliances. Evaluation of the reason for failure and success.

 

PRODUCT DESIGN AND DEVELOPMENT IN INTERNATIONAL MARKETS

  1. Global product strategies: extension and adaptation of products and communications.
  2. Common needs, global markets and economies of scale. Time to penetrate a market. Multinational patters of diffusion and adoption of products.
  3. New product development: ideas, selection and proof of concept and market.
  4. Sales cycle, target cost, quality and profitability levels
  5. Branding: Identity and brand value.
  6. International branding strategies: local and global brands.
  7. Name brands and brand families.

 

DIMENSIONS OF INTERNATIONAL PRICING STRATEGY

  1. Nature of the international pricing decision. Multiple scenarios of prices. Price target.
  2. International pricing: cost, demand, competition. Parallel imports, cost factors, learning curves.
  3. Scaling and price reduction strategies. Transfer pricing and pricing policies.

 

STRATEGIC DECISIONS OF PROMOTION AND COMMUNICATIONS

  1. Patterns and global promotion strategies. Legal factors, language, cultural and media that affect the promotion of products and services.
  2. The communication model. Development awareness (recognition and recall), attitude and generation of purchase intention. How to choose advertising? Advertising decisions.
  3. Identification of advertising agencies and relationship management.

Faculty

RODRIGUEZ NEIRA, CARLOS
Ph.D. in Marketing and Master?s degree in Marketing and Quantitative Methods, Penn State University. MBA, ESAN. Degree in Industrial Engineering.
More details
His career includes positions at renowned companies in Peru, such as Advertising Director at Grey Advertising, Procter & Gamble, Peru, Brand Manager at Arequipa de Importaciones S.A., Carsa, Peru, and Product Manager at Productos Favel S.A., Peru (AVON). He has provided education and training at different institutions: University of Zagreb, Croatia, School of Business Administration EGADE, Technological Institute of Monterrey, Federal University of Rio Grabde do Norte, Natal, Brasil, Occidente University, Mexico, San Ignacio de Loyola University, Peru. Furthermore, he is the author of articles published in important journals such as Journal of Business and Leadership and Journal of Business to Business Marketing, among others. He is currently Professor of Marketing and Director of the Center for the Study of Innovation Management (CSIM), College of Business at Delaware State University.

Specified time period and Place

Specified time period:  This course has and extension of 20 contact hours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30 h. and Saturday from 9:00 h. to 14:00 h

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain


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Methodology

Terms of Payment and Financial Help

Are you interested? Obtain the following benefits:

Price: 390 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE

Scholarships

If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

FACULTY

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