INTERNATIONAL MARKETING

Paper Code: 
MIB 422
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcomes

Learning and teaching strategies

Assessment Strategies

 
 

On completion of this course, the students will be able to:

CO 1. Acquire an in-depth knowledge of International Marketing.

CO 2.  Assess an organization’s ability to entry in a foreign market.

CO 3. Demonstrate the concepts of international product planning and pricing decisions.   

CO 4. Compare the distribution channel strategies.

CO 5. to understand the promotional techniques for international marketing.

CO 6. To understand the concept of marketing Research.

Approach in teaching:

Interactive Lectures using whiteboards, Discussion, , Reading assignments, Demonstration, Team teaching, Quiz.

 

Learning activities for the students:

Self learning assignments, Effective questions, Solving problems of unsolved questions, Problem based learning-cases, Group learning teamwork,

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

  

 

12.00

International Marketing- Definition, Nature, Scope, Importance of International Marketing, Challenges in International Marketing, Difference between domestic and International Marketing, Environment- Internal and External.

Case: - Starbucks-going global Fast.

12.00

Foreign Market Entry– Foreign market selection process, Foreign market entry modes, Indirect and direct market entry strategies.

Case: - EXXON-Ethical issues.

12.00

International Product Planning – Product planning, Product Mix, International Product life-cycle, new product development, Product adaptation VS standardization.

International Pricing Decision- Pricing objectives, Pricing methods, Factors influencing Pricing, Export price quotation and Incoterms. 

Case:-Nestlé’s Product development strategy: A case study of Maggi noodle

12.00

Distribution Strategy- Definition, Role, characteristics, Types of distribution channel, Factors Affecting choice of channels.

International Promotional Strategy- Advertisement, E-Marketing, Trade fairs and exhibitions.

Case: Strategic Marketing at blue dart express limited.

12.00

International Marketing Research – Meaning, Importance, Application of marketing research, Research process, Techniques of Marketing research.

Marketing of Services- Characteristics of Services, Service Export from India, Service Sector-Major Barriers to trade.

Case: - Jet Airways: Market Expansion Strategies. 

Essential Readings: 

ESSENTIAL READINGS:

  • Kothari Jain Mittal, International Marketing, RBD, Jaipur.
  • Rathore & Rathore, Export Marketing, Himalaya Publishing House, Mumbai.
  • Varshney R.L. and Bhattacharya, International Marketing Management.
  • ICFAI Module of International Marketing.

 

SUGGESTED READINGS:

  • Francis Cherunilam, International Business.
  • Parasram, Export: What, Where and How.
  • P.Subba Rao, International Business.
  • Rakesh Mohan Joshi, International Marketing Management.

 

References: 

E-RESOURCES:

 

JOURNALS:

  • Indian Journal of Marketing
  • Journal of Marketing Management
  • Foreign Trade Review

 

Academic Year: 
2023-2024
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