International Marketing

To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at cce-abib@aps.ateneo.edu.

Get what it takes to be world class. Marketers dream big, and try to go global with the same product, advertising campaign, brand names or packaging, not seeing critical differences and increased risks inherent to marketing across other countries and cultures. While companies can import or export standardized products and services, research into local market insights to adapt products/services and organizational culture/practices to local market conditions works better. Learn to balance the efficiency of a standardized global approach and local market oriented strategies. This workshop is for corporate marketing professionals and entrepreneurs who wish to sell products outside of their home markets.

After the course, you will:
1.  Find and select the best marketing opportunities beyond the home market;
2.  Overcome major business risks i.e. socio-cultural, economic and legal risks on international marketing;
3.  Define effective tactical marketing mix strategies to enter the new international market; and
4.  Manage international trade processes (export and shipping logistics, trade show participation, legalities, etc.).

• Exporters, entrepreneurs and professionals in a marketing or sales function who want a better understanding of how to market products in the international markets in a more accurate, insightful and creative but  systematic manner.
• Middle management professionals  preparing for general management positions who will benefit from an international business perspective.

I.      Introduction: The Global vs. International vs. Domestic Marketing Orientation

II.     Planning: The Global Marketing Environment

III.    The Impact of Culture on International Marketing

IV.    Global/Strategic Marketing Strategy - Assessing Global Opportunities Tactical Strategies: Global, Regional or Localized

V.    International Trade Primer:
       Currency Risks, Export and Shipping Logistics, Trade Show Participation and Current GlobalTrade Issues

VI.   International Marketing Communications

VII.  Group Case Presentations

is the CCE Marketing Program Director. He brings with him 19 yrs of experience as an international footwear marketer having worked with major Italian (Cebo Italia) and German (Far East Grohmann Footwear H.K.) shoe making and trading companies buying from Vietnam, Thailand and China exporting to Europe since 1987. He has managed product development, merchandising, production, and sales in all these business endeavors.