TAILIEUCHUNG - solvay international marketing management 2008

Course objectives theory and practice; should be applicable to all situation from small entrepreneur to large companies, apply following process: prepare – get information – analyse – decide – implement – control - adapt 2. History and background why should a company sell outside its territory? 3. Company stages domestic – export – international – global 1 1 2 3 II- Select a country and a region 1. Trade Agreements Depth of the agreements - key existing agreements and discussion 2. Macro economic environment Economy - Political and legal background - Socio-cultural environment - Big Mac Index 3. Micro economic environment Market size -. | Marianne Claes Copyright M. Claes 2008 BRIEF CONTENT I- Introduction 1. Course objectives Pg 1 1 theory and practice should be applicable to all situation from small entrepreneur to large companies apply following process prepare - get information - analyse - decide - implement - control - adapt 2. History and background 2 why should a company sell outside its territory 3. Company stages 3 domestic - export - international - global II- Select a country and a region 5 1. Trade Agreements 5 Depth of the agreements - key existing agreements and discussion 2. Macro economic environment 15 Economy - Political and legal background - Socio-cultural environment - Big Mac Index 3. Micro economic environment 25 Market size - diffusion of innovation - opportunistic vs. systematic approach -summary model III- Information gathering and market research 28 1. From surveillance mode to search mode 28 2. Primary and secondary research hard and soft data 29 3. Sources official business - syndicated specific 31 4. Competitive Intelligence Porter s 5 forces to analyse and Information technology 33 IV- Choose an entry strategy 36 1. Exporting indirect and direct 36 2. Licensing and Franchising 39 3. Foreign direct investment including mergers acquisitions 42 V- Strategic processes and tools 48 1. Segmentation and positioning 48 2. Product and service strategies standardize versus customize 54 3. Pricing strategies and tactics 59 4. Channels and distribution strategies 66 5. International communications 72 VI- Marketing organization and control systems 82 1. Global company philosophy and structure - the virtual organization 82 2. Global planning and control - key KPI s 83 VII- International Protection of brands 87 1. Inventing and creating a brand - what s in a name 87 2. Trademark registration 90 3. Protection and enforcement of Global Brands 96 Bibliography 102 List of tables 104 Exhibit Ann. a DETAILED PLAN I. Introduction 1. Course Objective a- Thinking process b- Pragmatic approach

• Quản trị kinh doanh
• Business schools
• Change management analyst
• Financial economics
• Intellectual property
• Job creation program
• Master of Business Administration
• Business Administration
• Effective value chain management
• Empirical case study
• Public and Private Schools
• Career and specialisation choices
• MBA fields
• MBA students
• Dublin Business Schools
• Individual and external factors affecting career and specialisation choices
• Community Organisations
• communication in business
• communication or business
• Public Rel