Essentials of International Marketing

Abstract

Count with a consolidated and well-defined body of conceptual, technical and procedural knowledge related with the business internationalization process, as well as the ability to develop the phases of an internationalization program for companies: research on foreign markets, country selection, segmentation and targeting withing markets, foreign entry mode options, and decisions on the degree of standardization or adaptation of marketing mix. Understand the process for selecting international markets and handling the main sources of marketing-related information. Differentiate a company's different alternatives for accessing foreign markets and their advantages and disadvantages. Develop the decision-making process in relation to the variables of the international marketing plan, associating it with the company's international strategy and the limitations imposed by the differences in the various socio-cultural, economic, political/legal and technological environments. Define the company products that are most suitable for internationalization and the adaptations required for selling them in foreign markets. Identify the variables that affect the setting of international prices and the company's international positioning Know the structure of international distribution channels and procedures for management and control of distributors. Identify the attributes that impact the international communication decisions and the most-used for small-medium companies. Analyze and understand the importance of brand creation to achieve sustainable competitive advantages in the international sphere and for maintaining long-term leadership positions. Establish the different alternatives for brand creation in the international sphere.