International Marketing

Paper Code: 
BSR 516
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

CourseObjective: Marketing is omnipresent, and it applies to international markets also. This course aims at exposing the students to international markets and providing an indepth knowledge of the forces influencing the marketing practices in overseas markets.

Course Outcome(COs):

Course

Learning outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSR 516

 

International Marketing

CO 180 :Understand concept of international marketing, functions and forms of overseas market with different EPRG orientation

CO 181:To identify market selection factors , entry strategies and export marketing research

CO 182:The students would learn about product planning ,product designing,  branding and packaging, labeling and Quality issues, International Product Life Cycle (IPLC)

CO 183:To acquaint the students about  international product promotion, promotion mix,  qualities of export salesperson and problems in export promotion

CO 184:To provide students an insight about international distribution channel, transportation, packaging, marine insurance and warehousing.

Approach in teaching:

Classroom lectures, Group Discussions, assignments, Handouts , PowerPoint presentations,

Learning activities for the students:

Case studies, Quiz , Student group presentations.

 

Class test,Semester end examination ,Assignments, Presentation, Individual and group projects

 

9.00

 

International marketing concepts, the difference between international and domestics marketing, Basic functions of International marketing, Forms of marketing in overseas market (direct and indirect exporting ) EPRG orientation

10.00

 

Export marketing research and market selection, factors influencing the market selection, Market entry strategies (licensing, franchising, turnkey, joint venture, piggybacking, partnering.

9.00

Product planning for the international market: Product designing (Standardization Vs. adaptation), Branding and Packaging, Labeling and Quality issues, International Product Life Cycle (IPLC)

9.00

International Product promotion, International Promotion mix, (Advertising, Personal Selling, Direct Marketing, Public relations, Sales Promotion), Qualities of export Salesperson, Problems in export promotion

8.00

International distribution channel: meaning, factors affecting selection of distribution channels, types Transportation, Packaging, Marine Insurance, Warehousing.

Essential Readings: 
  • Rathor, B.S., Rathor, J.S., Export Marketing, Himalaya Publishing House, Mumbai, 2005, 8thed.
  • Cherunilam, Francis, International Marketing, Himalaya Publishing House, Mumbai, 2004, 7thed.

References: 
  • Onkvisit, Shaw, International Marketing, Prentice Hall of India, New Delhi
  • Cateora, Philip R. and Graham, John L., International Marketing, Academic Internet Pub Inc., 2006,13th ed.
  • Terpstra, Vern and Sarathay, Ravi, International Marketing, Dryden Press, 2000
Academic Year: 
2020-2021
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