Training Course Overview

International marketing is important for most companies because business has become globalized. Globalization is the growing interdependence of national economies- involving primarily customers, producers, suppliers and governments in different markets. International marketing reflects the trend of firms selling and distributing products and services in many countries around the world.

For many years, the globalization of markets, caused by the convergence of tastes across borders, was thought to result in very large multinational enterprises that could use their advantage in scale economies to introduce world-standardized products successfully. However, the bigger and more open the world economy becomes, the more small and middle sized companies will dominate.

This Anderson training course will feature

  • How to start or improve the process of expanding business abroad
  • The different forms of market entry: exporting, licensing, franchising, foreign direct investment, joint-ventures, strategic alliances
  • How to deal with different types of risks (political risk, ownership risk, operating risk, transfer risk)
  • Standardization versus adaptation of products and services
  • How to adapt pricing, distribution and promotion in foreign markets
  • Managerial staffing needs and recruitment

Training Course objectives

By attending this Anderson training course, delegates will be able to:

  • Select the proper entry mode of how to start foreign operations
  • Identify the cultural differences of foreign markets
  • Determine what foreign countries are the most attractive markets for international expansion
  • Understand the various risk elements that international business entails
  • Develop a strategic plan to enter foreign markets

Designed For

This Anderson training course is suitable for a wide range of professionals but will greatly benefit:

Executives, marketing-and sales managers, strategic planners, operational managers who are responsible for foreign subsidiaries/ joint-ventures or will be asked by their companies to set up operations abroad.

Training Course Outline

Among a range of valuable topics the following will be given high priority:

  • The role of culture; customs, language, values and attitudes
  • The political and legal environment
  • Licensing; Advantages and disadvantages.
  • Franchising; Advantages and disadvantages
  • Foreign direct investment
  • Joint ventures and Strategic alliances
  • Mergers, acquisitions
  • The strategic planning process
  • How to adapt pricing policies, distribution and promotion in foreign markets
  • International managerial staffing needs

The Certificate

  • Anderson Certificate of Completion will be provided to delegates who attend and complete the course.

© 2018. Material published by Anderson shown here is copyrighted. All rights reserved. Any unauthorized copying, distribution, use,dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

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