Mastery of Management Graduate Diploma on International Marketing

Pan Africa Skills & Consulting Ltd
Blended study mode
Brunei House, 3rd Floor I Witu Road off Lusaka Road P.O. Box 16481 - 00100 Nairobi, Kenya
1 year
Jun 19 - Jun 19 2020

Course Description

This Program provides a thorough, informative and interesting overview of the international marketing and planning process. 

Effective international marketing is increasingly important with the growing trend of businesses selling their products and services across many countries. The globalization of companies involves customers, producers, suppliers, and other stakeholders in the global marketing process, and this program covers these key factors.  With many international examples this Program helps to demonstrate and explain how international marketing works, and how to take effective marketing decisions by outlining the theory and showing practical applications.

Course Outline

  • Global marketing, the globalisation of business, preparing for international business
  • The ‘global marketing’ concept, knowledge and learning across borders
  • Resources, decision making processes, organisation
  • Strategy and decision-making processes
  • The value chain, primary and support activities, identifying international competitive advantage
  • Information business and the virtual value chain Motives for entering on to international business
  • Initiating export activities, barriers; general market, commercial and political risks
  • The political, legal and economic environment
  • Assessing the home environment; government, export facilitation
  • Financial activities, exchange rates, information, promotion of international trade
  • Political risks and changes in the host country, analysing risks
  • Tariffs, duties, customs, non-tariff barriers 
  • Free trade, customs unions, common markets, economic unions, trading blocs
  • Sociocultural and environment factors
  • Culture and cultural types: learned, interrelated, shared; norms of behaviour
  • Elements of culture: language, manners and customs, values and attitudes, aesthetics
  • Technology, social institutions, education, religion and other global factors
  • Hofstede’s work on national cultures (the ‘4 + 1’ dimensions model)
  • Managing cultural differences, culture and ethical decision making
  • Market selection and market entry alternatives - exporting
  • Selecting foreign markets, selection criteria, market potential
  • Product fit, visiting the potential market
  • Different modes of market entry; indirect and direct exporting
  • Export financing and methods of payment; documentation, bank guarantees, counter-trade
  • Production abroad and strategic alliances
  • Licencing, franchising, joint ventures, subsidiaries, expansion through acquisitions
  • Strategic alliances and cooperative strategies
  • Success factors: missions, strategy, culture, organisation, management
  • Dimensions of global competition, national competitive advantages, demand conditions
  • Business strategy, structure and rivalry
  • Industry analysis; Michael Porter 5-forces model
  • Competitive strategies, creating competitive advantage
  • Global logistics and channel decisions
  • In-bound logistics: sourcing decisions, costs, conditions, transport costs, infrastructure, access
  • Out-bound logistics and transportation, inventory management, order processing, warehousing
  • International channel design and strategy; customers, products, middlemen, the environment
  • Global retailing and direct marketing, e-commerce and international distribution strategies
  • Organisation and control of the global marketing programme
  • Functional, international, divisional, product, geographic, matrix structures
  • Global account management (GAM): organisation, implementation, development
  • Controlling the global marketing programme; budget and control systems, measuring performance
Admission Requirements
University Degree or
Diploma with experience

Price: KES 68,200

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