IOE International Trade - Exporting Excellence through Education

Marketing Services in Internatonal Trade

Trainer: Richard Brentnall MIEx
Members £225 + VAT and Non-Members £295 + VAT

10 CPD Points

This one day course focuses on the key requirements to successfully develop the international sale of services. Each element will be examined in detail and discussed to ensure there can be practical implementation.
Particular objectives for the seminar include:

• Exploring the specific issues of marketing and selling services into an international marketplace
• Identifying the key criteria and data to effectively target the intended beneficiaries of services in each end-market
• Exploring the options available to export services to any market
• In Particular examine the Internet, licensing and franchising options
• Understand the application of the Marketing Mix to exporting services
• Identify all key intellectual properties of the service offer and understand the protection

Topics Covered:
Developing Services Overseas

• Developing export strategies
• Implications of doing business overseas-Historic/Current service characteristics
• Key elements
• Differences between product and service marketing

Intellectual Property

• Definitions
• Overview of:
• Patents
• Trade Marks
• Design Protection Copyright

Sources of Information
Market Entry options
An overview/ pros and cons of:

• Direct delivery
• Use of third parties
• Alliances
• Management contracting
• Licensing
• Electronic trading
• Joint ventures

Internet Strategies

• Relevance of the Internet
• Business Advantages
• Competitor analysis
• Use of extranets/intranets
• Website design
• Developing a corporate IT strategy

Marketing Services

• The Marketing Mix
• Developing a service product
• Promotional strategies
• Direct and trade advertising
• Promotional Techniques

Licensing and Franchising

• What can be licensed
• Differences between licensing and franchising
• Licensing services-key elements
• Franchising services-key elements

Course Fees:
Members £225+VAT and Non-Members £295+VAT
Locations:
Export House, Minerva Business Park, Peterborough, PE2 6FT
London - West End