Coming soon
INTERNATIONAL MARKETING
This course will enable the students to develop a conceptual understanding of various aspects related to international marketing and foreign market entry.
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course title |
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24MIB 422 |
INTERNATIONAL MARKETING (Theory) |
CO550: Create knowledge of international marketing its challenges within diverse internal and external environments. CO551: Examine how to choose and enter foreign markets effectively, using direct and indirect strategies. CO552: Evaluate international product planning and pricing decisions, product lifecycle, pricing objectives and export pricing techniques CO553: Analyze distribution strategies and international promotional strategies including advertising, e- marketing, and trade fairs. CO554: Develop a deep understanding of international marketing research, service marketing dynamics, and empowering them to excel in global marketing endeavors. CO555: Contribute effectively in course-specific interaction |
Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study Learning activities for the students: Self-learning assignments, presentations |
Class test, Semester end examinations, Quiz, Assignments, Presentation |
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
Foreign Market Entry
Foreign market selection process, Foreign market entry modes, Indirect and direct market entry strategies.
Case: - EXXON-Ethical issues.
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.
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.
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.
· Kothari Jain Mittal, International Marketing, RBD, Jaipur.
· Philip R. Careora & R. Bruce Money, “International Marketing”, Mc. Graw Hill.
· 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.
· Ralph Berndt & Claudia Fantapie, “Internationals Markeitng Management, Springer Gabier.
· Parasram, Export: What, Where and How.
· P.Subba Rao, International Business.
· Rakesh Mohan Joshi, International Marketing Management.
E-RESOURCES:
· International marketing, Philip Kotler
https://www.pdfdrive.com/marketing-philip-kotler-kotler-philip-marketing-1-philip- kotler-e40034031.html
· International Marketing, Rai international University. https://www.pdfdrive.com/international-marketing-e33406695.html
JOURNALS:
· Indian Journal of Marketing
· Journal of Marketing Management
· Foreign Trade Review
