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Seminar Summary
This three-day programme will focus on providing participants with the ability to evaluate and analyse the environment. Contextual issues affecting international marketing will be dealt with as will the process of marketing in the international context. The course aims to develop an understanding of the specific circumstances affecting marketing policy and management within a foreign or multinational environment. Participants will be provided with a wide- ranging analysis of environmental factors affecting international marketing and drawing from findings from research, emphasis is placed on a number of perspectives that enable participants to develop the ability to critically evaluate and analyse international contextual issues.
Each day of the programme involves a variety of approaches which includes case studies and self-assessment questionnaires. Group discussion is also encouraged so that delegates can gain from each others’ experiences. Through the use of interactive group activities, participants will be involved in the following:
§ An Evaluation of Sources of International Market Information
§ An analysis of both the internal and external factors that affect an organization’s performance and impact on the types of international market entry decisions that may need to be made.
§ A consideration of cultural factors that can impact on success or failure within international markets.
§ A consideration of various international product/pricing/distribution and communication strategies.
§ The production of an international marketing plan: All the above activities will be directly related to individual organizations so that participants will have produced a number of elements of their own specific international marketing strategy.
Outline for the Seminar (By the end of the three days, Delegates will have):
§ an awareness of the way in which different cultural environments affect product markets
§ an understanding of the need for market research before marketers venture into overseas markets
§ identified a range of information sources from published literature and electronic sources on International Marketing
§ identified and utilised appropriate methods for collecting and analysing data related to international marketing issues
§ critically reviewed a variety of perspectives and models of international marketing evaluated and analysed the complexity of the international environment
§ critically appraised the need for effective monitoring and control procedures, particularly as required for overseas marketing programmes.
§ worked on their own and with others in analysing and presenting solutions to international marketing problems
§ applied relevant ideas to the work situation- through the use of case study analysis
Seminar Benefits for Delegates and Organizations
§ Insights into other participants’ experiences of customers in an international context
§ The development of marketing research skills
§ The development of relationship building skills and empathy with other cultures
§ Understanding of a broader philosophy of marketing
§ Increased confidence in producing strategic plans
§ Enhanced personal development
§ Enhanced career development
§ Insights into participants’ customer needs and expectations
§ The development of approaches to cost effectively enter international markets
§ The development of international strategic plans that when implemented provide a competitive edge
§ Development of a globally customer focused organisational culture/structure
§ The provision of an integrated international marketing strategy
Who Should Attend?
§ All those responsible for strategic decision making in industry and commerce.
§ Middle and senior managers of large organizations
§ Owner managers of small and medium sized enterprises
| Date From |
To |
Location |
Fees* |
Status |
Registration |
| 01 September - |
03, September 2010 |
London |
£ 3780.00 |
0 |
 |
*the fee includes seminar material, lunches etc. Accommodations are not included;
therefore delegates have to make their own arrangements. But, if the delegates require any assistance from us, we will be pleased to arrange accommodations for them.
