Course 1: Export Foundation Training
Module 3: An Introduction to International Marketing
Module Rating
Module 3 of 7
~45 minutes
6 Topics
Multiple Assessments
This is the third free module of a comprehensive course covering the foundations of export training. In this module, we will be exploring the international environment and how it influences the marketing process. This is followed by a breakdown of the regions of the world and their associated marketing environments. This leads us to the various factors that influence your choice of the export market. Once you have a strong grasp of the international environment and the various factors that influence your marketing process, it is time to identify a market and a market entry strategy that is best suited for your organisation. This leads us to a detailed breakdown of the international marketing mix and the ‘Four P’s of Marketing’ which influence our strategies. The module concludes with the next logical step of devising your export marketing plan. If you have not yet, check out modules 1 and module 2, as they serve as a strong foundational basis for this training module. Alternatively, if you are up to date, click the link below and get started on module 3.
Who is this Module for?
Businesses & Organisations
Looking to potentially expand their products into foreign markets
Governmental Organisations
That help facilitate or consult businesses on international trade
Entrepreneurs & Individuals
looking to start trading in foreign markets
Trade Consultants
Looking to stay up-to-date with most current export information
Individuals & Students
Who want to learn more about the export landscape, particularly in the Southern African region
Having explored the global trade environment and export readiness modules, your organisation should have a clear understanding of the international environment and the steps associated with becoming export-ready. The next step is to break into the international market by understanding the various steps and influences involved in international marketing. This starts off with a comparison between the marketing process of a domestically sold good and an international one. This will highlight the important factors that may influence your decisions in targeting their respective markets, such as the difference in their natural environments.
For this section, we also apply a PEST Analysis (political, economic, social and technological) to identify the potential risks and opportunities associated with particular international markets. This will provide you with a strong starting point to begin identifying a target market, which will bring up topics like the difference between market research and marketing research. These are all essential in your understanding of the various factors that may influence your choice of the export market and how to go about researching them.
Having identified the international markets you wish to target, our next logical step would be to break down the various market entry strategies in order to find the most suitable strategy for your organisation.
This market entry strategy breakdown will build up from direct and indirect exporting through to foreign direct investments. This all leads us to deep dive into the modern version of the ‘Four P’s of Marketing and how they apply to international marketing. This leads us to the final task of developing an export marketing plan, which is the ultimate goal of this module.
Topic 1: How the international environment influences the marketing process
Topic 2: The regions of the world and their marketing environments
Topic 3: Factors that influence your choice of export market
Topic 4: Market entry strategies
Topic 5: The international marketing mix
Topic 6: Devising an export marketing plan
This is the third module in a series of seven to form a comprehensive course covering all the foundations of export training. If you are looking for export assistance, this is your ultimate source. Every course and subsequent module has been developed and curated by the International Trade Institute of Southern Africa and Trade Forward Southern Africa. The entire training course is free of charge and can be completed by individuals and organisations alike. If you know anyone that would be interested, share this module with them using the link below. We would also love your feedback, so drop us a review once you have completed the module.
