Marketing Skills: Marketing to International Markets

Course Overview

To understand how marketing strategies can develop profitable international business by setting achievable objectives, delivering them by developing cost effective international marketing plans.

You will achieve this by adapting your approach to international marketing and gaining skills in multicultural market analysis, strategic development and planning, and cost effective implementation.

Audience

The course is best suited to experienced practitioners (marketing, sales or related disciplines) who are already working or about to work with international customers or partners.

Skills Gained

Your organisation will have a professional international marketer capable of cost effectively managing business in distant markets. This will be achieved by setting realistic and achievable objectives and strategies, recognising how added value can be created for international customers, and how essential business relationships can be built and by knowing how the pitfalls of cross-cultural marketing can be avoided.

You will benefit from gaining a confident approach to marketing at a distance in a diverse cultural context by developing the right attitude and skill to manage multiple customer and partner perspectives. This requires strategic management capability as well as an appreciation of the drivers and barriers that might facilitate and impede the implementation of the plans at an operational level.

Course Outline

• Understand the different strategies and management approaches appropriate for exporters, international niche marketers and global players
• Analyse the global market environment to identify business opportunities
• Carry out cross-cultural market research and analysis to identify segments with similar and different needs
• Select an appropriate competitive international marketing strategy to meet the organisation's needs
• Plan to deliver offers to culturally diverse markets that satisfy the different responses to products, service, brands and communications
• Cost effectively implement the plans through cross border management of the marketing mix including product and service portfolio development, multinational pricing, communication, and the motivation and management of partners, distributors and overseas employees

Marketing Skills: Marketing to International Markets / 0041