International Trade Promotion & Marketing 2

Course Objectives:
By The Conclusion Of The Specific Learning Activities, Delegates Will Be Able To:
Distinguish Between Different Approaches To Marketing And Their Underlying Philosophies
Demonstrate An Awareness Of The Importance Of The Marketing Mix To Product Or Service Success
List The Different Stages In The Product Life Cycle
Demonstrate An Understanding Of Why Some Manufacturers Are Only Interested In Particular Life Cycle Stage
Indicate The Implications Of Particular Life Cycle Stage For The Success Or Demise Of Particular Entrants Or Players
Determine The Marketing Strategy That Is Appropriate For Particular Stage Of The Product Life Cycle
Conduct An Internal Organisational Analysis
Conduct An External Organisational Analysis
Conduct A Sector Analysis
Determine Key Success Factors
Devise A Workable Marketing Strategy For An Organisation
Demonstrate An Understanding Of The Need To Develop Dealers And Maintain Their Loyalty
Determine The Appropriate Marketing Strategy For Particular Stages In The Life Cycle Of A Product Or Service.
Demonstrate The Role Of International Trade In Global Economy
Establish The Role Of International Trade In Economic Development, Sustainability And Growth
Take A Viable Position In Trade Openness And Productivity Debate
The World Trade Agreement (WTA) 1994
Demonstrate An Understanding Of The Role Of National Exhibitions, (Expositions) In Promoting Export Trade
Demonstrate Their Ability To Organise And Manage National Exhibitions
Demonstrate The Ability To Organise National Delegation And Exhibitors For International Exhibitions.
Suggest At Least 3 Major Contributions That International Trades Associations Are Likely To Make To Their Export Efforts;
Name At Least 3 International Trades Associations, Establishing Their Major Objectives;
Exhibit An Understanding Of The Winning Factors In Bilateral Trade Agreements.
 

Course Content, Concepts and Issues
Module 1 - Defining Marketing and the Marketing Process

Marketing: Creating and Capturing Customer Value
Company and Marketing Strategy: Partnering to Build Customer Relationships
Marketing Strategy in recessionary Periods
‘Current Value’ modification and pertinent microeconomic issues
Definition Of Marketing

Module 2- The Different Approaches To Marketing


Production Orientation
Sales Orientation
The Marketing Concept
Marketing Management
The 4ps: The Marketing Mix
o Product or Service
o Price
o Promotion
o Distribution
Relationship Management
Internal Organisational Analysis: Strengths And Weaknesses
External Organisational Analysis: Opportunities And Threats
Key Success Factors
Product Life Cycle
O Birth
O Growth
o Saturation
o Senility
o Death
Distribution And Service Delivery
Trade And The Global Economy
Trade And The Global Economy
The Role Of International Trade In Economic Development, Sustainability And Growth
Openness And Productivity
The World Trade Agreement (Wta) 1994
The Role Of National Exhibitions In Promoting Export Trade
Organising And Managing National Exhibitions
The Role Of International Exhibitions In Promoting Export Trade
International Trades Associations And Their Likely Contribution To National Export Initiatives
Some International Trades Associations And Their Function;
Bilateral Trade Agreements: Their Merits And Demerits
The Winning Factors In Bilateral Trade Agreements.

Module 3 - Understanding the Marketplace and Consumers
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Understanding Consumer and Business Buyer Behaviour
Predicting behavioural outcomes
Companywide Strategic Planning: Defining Marketing’s Role
Designing the Business Portfolio
Planning Marketing: Partnering to Build Customer
Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
The Company’s Microenvironment
The Company’s Macro-environment
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Political and Social Environment
Cultural Environment
Responding to the Marketing Environment

Module 4 - Designing a Customer-Driven Marketing Strategy and Marketing Mix
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Products, Services, and Brands: Building Customer Value
New-Product Development and Life-Cycle Strategies
Pricing: Understanding and Capturing Customer Value
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Communicating Customer Value: Advertising and Public Relations
Communicating Customer Value: Personal Selling and Sales Promotion
Direct and Online Marketing: Building Direct Customer Relationships

Module 5- Extending Marketing
The Global Marketplace
Marketing Ethics and Social Responsibility
The importance of Diversity Management in global marketing
Revolutionising marketing strategy with the incorporation of an effective Diversity Policy

Module 6- Managing Marketing Information to Gain Customer Insights

Marketing Information and Customer Insights
Assessing Marketing Information Needs
Developing Marketing Information
Marketing Research
Analyzing and Using Marketing Information
Other Marketing Information Considerations

Module 7- Understanding Consumer and Business Buyer Behavior

Consumer Markets and Consumer Buyer Behavior
Model of Consumer Behavior
Characteristics Affecting Consumer Behavior
The Buyer Decision Process
The Buyer Decision Process for New Products
Business Markets and Business Buyer Behavior
Business Markets
Business Buyer Behavior
The Business Buying Process
E-Procurement

Module 8- Customer-Driven Marketing Strategy: Creating Value for Target Customers

Customer-Driven Marketing Strategy
Market Segmentation
Market Targeting
Differentiation and Positioning
Module 9- Products, Services, and Brands: Building Customer Value

What is a Product?
Product and Service Decisions
Services Marketing
Branding Strategy: Building Strong Brands

Module 10- Direct and Online Marketing: Building Direct
Customer Relationships
Growth and Benefits of Direct Marketing
Customer Databases and Direct Marketing
Forms of Direct Marketing
Online Marketing
Setting up an Online Marketing Presence
The Promise and Challenges of Online Marketing
Public Policy Issues in Direct Marketing

HRODC Postgraduate Training Institute is a Graduate Institution Registered with the UK Register of Learning Providers (UKRLP), of the Department for Business, Innovation and Skills (BIS), formerly Department for Innovation, Universities and Skills (DIUS). Its Registration Number is: 10019585 and can be Verified at: http://www.ukrlp.co.uk/. It provides Intensive Full-Time Postgraduate Diploma Courses. 3 Months Intensive Full-Time Postgraduate Diploma Courses or 6 Months Full-Time Courses, progressing to MSc, MBA, MA. Intensive Full-Time (3 Months) Courses, and Full-Time (6 Months) Postgraduate Diploma Courses, Progressing to MA, MBA or MSc include: Human Resource Management: A Practitioner’s Approach; Comprehensive Automotive Electrical, Electronic and Mechanical Diagnostic, Maintenance and Repair; Comprehensive Real Estate Management; Executive Management; Communication, Information Gathering, Analysis and Report Writing; Women in Management; Human Resource Training and Development Management; National and International Economic Competitiveness: Towards Economic Growth and Sustainability; Corporate Governance and Strategic Management: Incorporating Corporate Strategy; Business Administration; Cost Accounting, Budgeting, Profitability Analysis, Strategy and Balanced Score Card; Financial Accounting: Theory and Practice; Advanced Islamic and Banking Finance; International Finance and Financial Services; Global Marketing: Local, National and International Marketing Strategic Plan and Implementation; Advanced International Legal Studies; International and National Events Management; Heating, Ventilation and Air-conditioning (HVAC) Engineering; Human Resource Management (HRM) in the International Petroleum – Oil and Gas – Industry; International Petroleum –Oil and Gas – Terminal Services, SAP, Joint Venture, Health, Safety, Human Resource, Organisation and Project Management; Advanced Oil and Gas Accounting: International Petroleum Accounting; Organisational Development and Change Management: Conceptual, Contextual and Analytical Issues; Effective Project Management: Employing HR, Cost, Quality, Procurement, Risk, & Time Management Strategies to Enhance Objectives; Strategising Logistics and Supply Chain Management; Drilling Operation: On-Shore and Deepwater Oil and Gas Drilling Operations, Incorporating Shale Gas Drilling; Intercultural Business Communication: Effective International Business Communication; Computer and Information Systems Communication, Incorporating Microsoft Office Suite Leading to World Trade Organisation, Anti-Dumping, Anti-Subsidy, Sustainability and Environmental Management, Development Economics, and Agricultural Project Management; International Petroleum – Oil and Gas – Operation for Non-Technical Staff: Mineral Rights, Upstream Oil and Gas Mineral Lease Contracts, Exploration, Drilling, Production and Sale, etc.
These Postgraduate Diploma, MSc, MBA, MA Courses are delivered in Dubai United Arab Emirates (UAE), Kuala Lumpur (KL) Malaysia, Caracas, Astana Kazakhstan, Moscow Russia, Baku Azerbaijan, Durban South Africa, Dodoma Tanzania, Nairobi Kenya, Abuja Nigeria, Accra Ghana, Malabo Equatorial Guinea, Luanda Angola, Mumbai India, Karachi Pakistan, Islamabad Pakistan, Lagos Nigeria, Sokoto Nigeria, Ontario Canada, Buenos Aires Argentina; Lima Peru, Brasília Brazil, Quito Ecuador, Panama City Panama, Managua Nicaragua, San Salvador El Salvador, Guatemala City Guatemala, Belize Belize City, San Jose Costa Rica, Tegucigalpa Honduras, London UK, etc. Short Postgraduate Courses and 20-Week Video Enhanced Postgraduate Diploma Courses are also available.

The Video-Enhanced On-Line Postgraduate Diploma Courses is studied in 20 Weeks, in the comfort of students’ homes. In a move away from the traditional on-line courses, and recent technology-mediated distance education, HRODC Postgraduate Training Institute has introduced a Video-Enhanced On-Line delivery. Students: