外贸 硕士 西班牙外贸学院, 全球性营销, 国际化

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The evaluation system is continuous and it is made through our e-Campus. All the evaluations and controls are made completely at distance. For the evaluation we will consider:

• 锻炼  Exercises. For each learning unit we have designed a number of exercises. The purpose of these exercises is for the student to work on practical cases and try to solve them efficiently.
• 论文  Thesis. Finally, for the successful completion of the Master students must submit a thesis. The topic must be international trade related. Tutors will be providing students with guidelines and requirements on writing the thesis.
• The Master assessment is based on the student's participation, completion of exercises and thesis evaluation.

Diploma and Accreditation. Students who successfully complete all exercises and thesis will obtain the masters degree diploma issued by EENI.

Students with a bachelor's degree will receive a diploma " Master of International Business (MIB)”, "Master of Global Marketing (MGM)" or "Master Executive of International Business, Global Marketing and Internationalization (MIBE)".

Students without a bachelor's degree will receive an “Advanced Certificate Program in International Business", "Advanced Certificate Program in Global Marketing" or "Advanced Certificate Program in International Business, Global Marketing and Internationalization" issued by EENI.

Admission Criteria:

• Applicants must possess a bachelor's degree (minimum) from a regionally accredited institution (or be in the final stage of completing the undergraduate level). Other factors, such as work experience and career progression, are also important and will be considered for admission. Exceptions to these requirements may be accepted onto the Master at the discretion of the Academic Board of EENI.
• Applicants may wish to include letters of recommendation, a resume and other supporting material which they feel may give us a broader view of their achievements.

• 硕士课程负责人: Susana Fernández (西班牙国际商务学院远程学习负责人)
• 学生甄选办法: 对该硕士课程感兴趣的学生可把个人简历和一张照片寄给我们.通过首轮甄选的学生可以报名学习该课程。课程认可： EENI 的在校生或毕业生以前修过的课程对于该学位被承认有效

一般宗旨 (General objectives):

外贸:

• 全球化   Globalization and the formation of GATT and the WTO. Analyze various World Organizations (UN, IMF, WB, etc.) and their role in facilitating world trade.  世界经济
• 文件. Different types of documents used in international trade, which documents are usually required by customs, the requirements for various documents and how to fill in these documents correctly.
• 海关. The role and functioning of customs. Analyze different customs procedures, methods of goods classification and become familiar with import procedures in the European Union.
• 国际贸易术语. The responsibilities of the Exporter and Importer under Incoterms and how Incoterms are used in International Trade transactions.
• 国际物流. The importance of correct logistics and transport management for international trade. Analyze these 4 modes of transport and their characteristics as well as the transport documents required for each mode of transport and how to complete them. Familiarizing the student with different types of packaging.
• 国际合同. With international contracts as they are used in international trade transactions.
• 付款方式，跟单信用证. The various methods of payment used in international trade. What documentary collections are and how they work. The importance of documentary credits in international trade (UCP 600).
• 出口资金的提供. The various methods of finance both for exports and imports. The fundamentals of foreign exchange markets. The different types of bonds and guarantees and how they operate. The different methods of managing exchange and country risk. Forward exchange contracts and currency options will be examined in greater detail. Forfaiting, Factoring and Invoice Discounting.
• 出口部门. How to set up and run an export department.
• 国际电子商务. The key principles of e-business and their impact in business strategy. Analyze the concept of e-security.
• Improve reading comprehension and develop reading comprehension skills (English, French or Spanish).

Module II: 国际市场营销

• 国际市场营销. Introduction to Exporting. Challenges to Overcome. International Marketing Concepts. Marketing Mix. The Marketing Process. The International Marketing Plan. e-Marketing.
• 市场研究. Introduction. 定量分析. 定性方法. Market Research Study. 市场有利. PEST analysis
• 国际价格政策. Introduction to International Pricing Policy. International Prices and Incoterms. Pricing options available to the exporter and outline the criteria to be used when establishing a pricing strategy.
• 国际促销手段. Promotion strategy when entering new export markets. Designing a company brochure. Trade Fairs. Business Trip. Analyze the tools available when implementing a promotion campaign. The influence of a country's international image. Promoting online effectively. Google Positioning
• 国际商品政策. Key areas of international product policy. Local Vs Global Products. Business portfolio. e-Product. Pervasive computing.
• 市场细分、品牌和品牌定位。. Segmentation in the international markets. Targeting strategies: Concentrated strategy, Differentiated strategy, Product specialization, Market specialization and Full market coverage. International Brand strategy. 市场定位. Strategies of positioning.
• 国际销售. Introduction to international distribution. Indirect Exports. Consultancy. Associated Exports Consortia. Trading Companies. Direct/Indirect Exports. Importer. Representative. Sales Subsidiary. Production Subsidiary. License. Franchise. Other Channels. Sales Network Management. Representation Contracts. e-Distribution.
• 跨文化谈判. The culture. 宗教, culture and business. Theories: Edward Hall, Geert Hofstede, Trompenaars. 略举. Gain an understanding of the nature of different cultures and how to adapt our marketing strategies to different countries.
• 国际化策略. Competitive strategy and international competitiveness. 全球性战略. Strategic audit. Five forces model. SWOT Analysis. Value Chain Analysis.
• 英语, 法语和 for international business.

Module III: 地方市场

• Learn about 亚洲. 经济, 非洲. 经济, 美国. 经济. , 欧共体公司  穆斯林国家. 经济.  economies.
• 跨文化谈判 . How diversity of culture can influence the outcome of a marketing plan. The key strategies to dealing with new cultures.
• 国际化策略  Competitive strategy and international competitiveness, the Five forces model, SWOT Analysis and Value Chain Analysis.
• The 全球性战略 of Coca Cola Company (SWOT analysis, Brand strategy, The local bottling system and Strategy for Americas, Asia and Africa), Beiersdorf Company (全球性战略, Development of International Business and Brand strategy) and Volkswagen Group (VW in the global economy, International Group's activities, Risk management system and e-Business strategy)
• Strategies of companies of: Europe (Rolls-Royce, Benetton, United Biscuits and Husqvarna), Japan (Toshiba, Panasonic, Mitsubishi, Mitsui, Itochu, Sumitomo, Toyota and the alliance Nissan & Renault), USA (General Electric, General Motors, Ford, Johnson & Johnson, Cargill), France, Spain, Brazil and Occidental Africa.
• The future success of many companies is becoming more dependent on effectively developing and expanding markets in new emerging and partially developed countries (Indonesia, Malaysia, Pakistan, Iran, European Union enlargement, Russia, Nigeria and South Africa). Few companies, however, know how to do it well, if at all. Their success rate is low, while the cost of failure remains high. The main objective of these e-seminars is identifying business opportunities in these countries.