International Marketing Foundations

Course details

Learn how to evaluate international markets and determine the best approaches for marketing your products and services overseas. Instructor Doug Ladd, an international marketing expert experienced in both emerging and established countries, first charts the rise of the global consumer and the marketer's roles in international expansions. Doug then explains how to assess foreign markets using the PESTCL framework, and introduces strategies for adapting existing products and developing new ideas for foreign markets.

The course also investigates options for global expansion, such as exporting, licensing, joint ventures, and direct investment, and details how to put together a successful marketing mix using distribution, promotional methods, and translation. Plus, learn where to turn for more information about your specific target markets.

Concepts

0. Introduction

01 - International marketing foundations

1. The Growing Importance of Global Marketing

02 - The dynamic global economy
03 - How countries interact economically
04 - Who is the new global consumer

2. Is Global Marketing Right for Your Company

05 - The importance of company culture and values
06 - Using a 2x2 matrix to assess opportunities
07 - How to get educated on customers in other markets

3. Tools to Assess Global Markets

08 - PESTCL framework - Political factors
09 - PESTCL framework - Economic factors
10 - PESTCL framework - Social factors
11 - PESTCL framework - Technological factors
12 - PESTCL framework - Competitive framework
13 - PESTCL framework - Legal framework

4. Market and Product Development Considerations

14 - Product adaptation and development
15 - Market development in a new geography
16 - Diversification as an option

5. Options for Global Expansion

17 - How to export to new countries
18 - Licensing or franchising to enter new geographies
19 - Using joint ventures to expand globally
20 - Pros and cons of direct investment as a growth strategy

6. Resources to Gather Information and Guide Decision Making

21 - US government departments and divisions
22 - World Bank and CIA websites
23 - Industry trade groups
24 - Rating tools to help make decisions
25 - Incoterms

7. Marketing Mix Considerations

26 - The four Ps of marketing
27 - Product changes - Don't forget the packaging
28 - Pricing - The impact of currency changes
29 - Distribution issues
30 - Promotional considerations
31 - Translation and back translation

Conclusion

32 - Continue learning about international marketing