Where we have been
When the Export Academy was established by the GoEducate Foundation Charitable Trust in 2005
we were primarily looking to upskill business (i.e. staff in those businesses) with practical skills in
exporting so that could increase the capability of the business in the international arena and make
their export processes robust, simpler and slick.
The way we proposed to do this was by way of a formal qualification.
Subsequently, due to the Global Financial Crisis, the appetite has been for export training in smaller
“bites”. We met this demand by delivering 3 hour modules and workshops.
After presenting some 500 modules/workshops throughout the country we are now being asked by
our clients about the full papers which were written for the Certificate and Diploma in Export
Enterprise and how they might gain a full qualification in exporting.
I have written this paper to help those keen on taking full qualification papers understand what and
how we teach and how our qualifications stand apart from other international business studies
available.
Still some way to go
What has greatly surprised me since 2005 is the lack of export basics that is in our exporting
companies. It surprises me because we, (New Zealand) are so reliant on our export trade and with
the current flush of Free Trade Agreements in place the lack of emphasis placed by business and
government on export training reveals a gaping hole.
Many people who have been through our courses operate at middle management or clerical level
and understand the drivers needed to be successful and accurate in export processes. However
senior management are not so well trained.
Many experienced export managers are extremely successful in certain components of the export
supply chain however, like the writer, have simply learned on the job – and this may not be good
enough for the current fast moving and electronic trading age.
A mixture of the knowledge of international processes and law behind exporting combined with
technical aids to assist these processes is essential.
In saying that I learned my trade totally “on the job” I will add the rider that I independently took a
qualification to complement my exporting experience, however even that qualification was labelled
a Diploma in International Marketing (not export process).
In six corporates we have come in contact with during the last decade it was embarrassing to see
high level executives who are responsible for the marketing and operational decisions for several
hundred million dollars of export earnings lacking in “Exporting 101” areas such as Incoterms or
Payment terms.
Conversely, Owner operators who attend our courses get an immediate return on their investment
in Export Training. They can see the benefits and as they learn, apply this to their everyday work and
are hungry for as much of this knowledge and as quickly as possible.
This driven attitude is why we have successful SME Exporters in New Zealand.
International Trade vs. Export Qualifications
We are often asked the question as to why a learner should take a qualification in Exporting rather
than International Business offered by the Universities and other tertiary providers.
I answer this simply - The study of international businesses is exactly that, the study of companies
who look to expand globally by the establishment of offshore assembly or manufacturing entities on
their way to become truly multinational companies.
Exporting is the marketing of products to international markets from a home base including, where
applicable, the establishment of offshore marketing offices or joint venture agents.
Time Poor
Frequently were are told that clients would like to attend our courses or workshops but the
operational demands on their time prohibit attendance at multiple or day long sessions. This, I
believe, is why the three hour (half day) sessions have become so popular.
We have therefore developed modular papers (level 5 and 6) to be taken as blended learning. This
means that learners can work on their papers using distance learning and attend the occasional
face to face seminar or workshop to supplement this learning (and to network with other
companies and learners).
The papers should generally take 6-8 weeks to complete as long as you have the discipline to
complete 4-6 hours a week work during each week.
We allow 36 months to complete all papers for a Certificate (from the date the first paper is first
taken) to gain a full qualification – or, if you only want to complete a selection of papers only that is
fine too.
We allow 48 months for the Diploma
Target your Specialist Area
We encourage learners to talk with the Academy and tell us the Export Process that is the long term
path in their career. This can be Marketing, Supply chain, Export Finance, Export Procurement or
Trade Law. From this the most appropriate electives can be taken at level 6.
As an example of this should you be part of the Marketing Team in the Horticulture industry and
wish to continue your career in that vein, you would take both Export Sales Management modules,
Horticulture in Export, Practicum, Compliance Food Safety and Security Policy, Statistics and Trade
Analysis and either Logistics of the Cool and Cold Chain, Foreign Exchange and Futures or Export
Taxation.
Marketing as an Example
So what would you expect to be taught as an Export Marketing Specialist?
Having provided the distinction between International Business and Exporting above, the Academy
will provide a unique approach to the teaching of Export Marketing Strategy, as it will for other
export supply chain disciplines.
The rules and guidelines for a multinational company involved in international business may not be
fit for purpose in a smaller exporting business and in fact, may be at cross-purposes or even harmful.
In New Zealand due to the proliferation of SME’s we concentrate marketing strategy on key export
markets and the use of non-price competition in exporting.
We also expel the myth that you need to be a large company to export successfully.
We differentiate further between exporting (the entire process of managing the selling and
distributing goods process offshore) and export marketing being marketing decisions necessary to
direct the movement of products, services and communications overseas.
These marketing decisions we structure into three distinct facets of marketing;



Product- Market Strategy
Marketing Mix Decisions
Marketing Information
On top of this is the recognition of other important and complimentary viewpoints of integrating the
entire organisation’s efforts in relation to the marketplace into several strands of customer
orientation. These become action points rather than theory and furthermore are targeted at the
uniqueness of the learner’s export business rather than a “one size fits all” export marketing
strategy.
The Investment
The NZTE administered Regional Business Partner scheme was developed as part of the Government
thrust to increase capability in New Zealand companies and was heavily focused on companies
involved in Export supply chains.
This scheme is still in force and can provide qualifying companies with 50% of the course fees up to a
maximum per company of $5,000 per annum.
If you are considering taking papers in Exporting, you have a unique opportunity to receive funding
from both the Government and your employer.
We suggest that an approach that may be popular with learners and employers alike may be a
50/25/25 split showing commitment by all to gain a qualification that will have immediate benefit
for the company and add to the learner’s skill base (future employment opportunities).
This means that a paper that requires an investment of $1562.50 (GST exclusive), should the
company qualify under the RBP scheme, be met $781.25 by the government and $390.62 each by
employer/learner.
All papers have the same price.
Details of the RBP scheme can be accessed here https://app.regionalbusinesspartners.co.nz/
Registration for papers can be accessed here https://muzzap.wufoo.com/forms/mi8lwf107clr8c/
Full Paper Descriptors for Certificate and Diploma here –
http://www.exportacademy.ac.nz/uploads/5/7/5/7/57570687/course_prescriptors_(cert_and_dip).pdf
We look forward to seeing you on a course, workshop or enrolling for a paper or full qualification.
Murray J. Painter
CEO – Export Academy of New Zealand