Develop your export marketing strategy


Get ready to craft your own export marketing strategy! You will upgrade your knowledge and skills to assess your export readiness and develop and implement effective market entry or expansion strategies. After this course, you will have a template and the necessary ingredients for your export marketing plan.


A certificate will be awarded after attendance of the webinars and completion of the assignments and tests.


The course ‘Developing your export marketing strategy’ consists of 8 modules varying from export audit to effective trade fair participation. Modules are built up in two blocks: a live, interactive webinar (60-90 minutes) and assignments to be completed afterward. The webinars are recorded and made available for participants who registered but are unable to attend the live webinar.

Have a look at the content of the modules below:

1. Identify most promising markets

In this module you will learn how to identify the most promising markets for your market penetration or market expansion. You will get to know the methodology and online tools to assess market developments and competitor activity to determine which markets provide you the best opportunities.

Subjects that will be covered are:

  • The market selection model
  • Trade flow analysis and export potential mapping
  • 360 degrees insights of competitor activity
  • Key sources for qualitative information
2. The export audit to gauge market potential and asses your competitiveness

In this module you will learn how to conduct an export audit using the SWOT analysis to determine the company’s strengths and weaknesses in perspective of opportunities and threats in target markets. It will give you immediate insights which strengths to optimize and what are the critical weaknesses to improve to succeed in the targeted markets.

Subjects that will be covered are:

  • The export audit model in view of McKinsey’s 7S or Porter’s value chain model
  • Elements to assess in the external analysis
  • Elements to assess in the internal analysis
  • How to conduct the audit
  • From audit to strategic actions
3. How to develop an effective market entry strategy
In this module you will learn how to develop an effective market entry strategy, from formulating SMART objectives and product/market strategies to selecting the right trade partner. You will learn where to find and how to approach potential business partners. 

Subjects that will be covered are:

  • SMART objectives in perspective of your budget and capabilities
  • The cash cow and diversification and development strategy
  • Profiling your trade partner
  • Finding your trade partner
  • Approaching your trade partner
4. How to create an effective promotional mix

In this module you will learn how to create an effective promotional mix based on the customer journey and related to your promotional budget. You will receive loads of practical tips for blending digital marketing tools like website, social media and newsletter effectively with google ads, social media ads and offline instruments like trade fair participations.

Subjects that will be covered are:

  • The customer journey and the online and offline touchpoints
  • Your value proposition and the various media
  • Cost-benefits of the various instruments
  • Towards an effective mix
5. The key success factors for effective trade fair participation

In this module you will learn how to get the most out of your tradeshow participation. You will understand the key success factors from selecting the right show and delivering the right pitch all the way to sealing the deal in the follow up. You will get a detailed checklist for your next exhibition.

Subjects that will be covered are:

  • Selecting the right exhibition
  • Preparing your participation with a checklist
  • Generating traffic and prescheduled appointments
  • How to create stopping power
  • Your value proposition and your pitch
  • Seal the deal in the follow up
6. Market access requirements in Europe (sector specific)

In this module you will learn what are the main requirements of European buyers in terms of quality and safety standards but also in the area of social responsibility. We will highlight prevailing legal requirements and certification schemes that demonstrate compliance as well as certifications or codes of conducts that buyers in your value chain may demand on top of the minimum legal standards.

Subjects that will be covered are:

  • Prevailing European legal requirements in your value chain
  • Voluntary buyer requirements
  • Social responsibility as part of your business strategy
  • Management systems and certifications to demonstrate compliance
  • Codes of conduct
  • Useful sources
7. Costing and pricing strategies

In this module you will learn the key principles of costing for exports, which pricing strategy is the best fit for your ambition and how to do a proper bottom-up and top-down calculation with all the cost items and mark-ups in the export process.

Subjects that will be covered are:

  • Cost items in the export process
  • Pricing strategies beyond ‘cost-plus’
  • Typical mark-ups
  • Top-down and bottom-up calculation
  • Identifying the FOB multiplier
8. The do’s and don’ts with offers and contracts

In this module you will learn the key principles, content and potential pitfalls in offers, international sales contracts, distribution agreements and agreements with commercial agents. We will provide sample contracts and give you insights how to avoid conflicts and what to do in case of a dispute.

Subjects that will be covered are:

  • The offer: the principles, content and acceptance
  • Key elements in the sales contract and distribution agreement
  • Key elements in the commercial agent contract
  • How to avoid conflicts
  • Dispute settlement