As any other first-level business decision, entering international markets requires prior preparation. One of the main aspects of this preparation is making the right marketing decisions, understanding marketing not just as a promotional tool, but also as the basis for market research, a means to assess customers’ needs and study the appropriate positioning in each market.
At the Advanced International Marketing Program, DOCENSAS brings in the experience and knowledge of teachers with a renowned expertise as professors of Marketing in first-level international business schools, who have developed successful internationalization projects in more than 100 countries for more than 20 years.
Besides an overall international marketing knowledge, students will acquire a working knowledge of their target markets, which they will be able to apply with immediate effect to their companies.
Additionally, throughout the program they will expand their network of contacts with leading companies in various international markets.
At the end of the program, every student will have to submit a Marketing Plan that captures all the knowledge learned.
Personnel of manufacturing or service companies in the building or AEC industry, who are interested in undertaking internationalization projects or have experience in international markets.
6 months. According to your ability to travel, you can take the 100% online program (videoconferences and online forum sessions on Docensas virtual campus) or the blended program (online, with a 3-days face-to-face session at the beginning of each module).
First block: Preparing the company for the internationalization process.
Unit I: Analysing the factors that influence the internationalization decision.
Unit II: Fine-tuning the organization.
Second block: The strategic marketing process.
Unit III: A global view of the process.
Unit IV: Analysing international markets. Opportunity and anticipation.
Unit V: The marketing strategy. Local positioning and global positioning.
Unit VI: The marketing elements.
Third block: Considering alternatives to go international. The marketing plan.
Unit VII: Means of access to the International Markets.
Unit VIII: Choosing the right Target Markets.
Unit IX: The marketing plan.
Unit X: Final exam.