This course will enable the students to develop a conceptual understanding of various aspects related to international marketing and foreign market entry.
Course Outcomes (Cos):
|
Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
|
|
Course Code |
Course title |
|||
|
25MIB 422 |
INTERNATIONAL MARKETING (Theory) |
CO511: Create knowledge of international marketing its challenges within diverse internal and external environments. CO512: Examine how to choose and enter foreign markets effectively, using direct and indirect strategies. CO513: Evaluate international product planning and pricing decisions, product lifecycle, pricing objectives and export pricing techniques CO514: Analyze distribution strategies and international promotional strategies including advertising, e- marketing, and trade fairs. CO515: Develop a deep understanding of international marketing research, service marketing dynamics, and empowering them to excel in global marketing endeavors. CO516: 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 |
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 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... [2] kotler-e40034031.html
• International Marketing, Rai international University. https://www.pdfdrive.com/international-marketing-e33406695.html [3]
JOURNALS:
• Indian Journal of Marketing
• Journal of Marketing Management
• Foreign Trade Review
Links:
[1] https://managementb.iisuniv.ac.in/courses/subjects/international-marketing-theory
[2] https://www.pdfdrive.com/marketing-philip-kotler-kotler-philip-marketing-1-philip-
[3] https://www.pdfdrive.com/international-marketing-e33406695.html
[4] https://managementb.iisuniv.ac.in/academic-year/2025-2026