International Marketing

Paper Code: 
BSG 516
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

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

BSG 516

 

International Marketing
  1. CO 177 To analyze the concept of international marketing, functions and forms of overseas market with different EPRG orientation
  2.  CO178 To evaulate market selection factors , entry strategies and export marketing researc
  3. CO 179 To analyze and  learn about product planning ,product designing,  branding and packaging, labeling and Quality issues, International Product Life Cycle (IPLC)
  4. CO 180To understand the students about  international product promotion, promotion mix,  qualities of export salesperson and problems in export promotion
  5. CO 181 To evaluate and apply  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,      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

 

 

9.00

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

9.00

Product planning for 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

9.00

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.
  • Cherunilam, Francis, International Marketing, Himalaya Publishing House

  • Rathor, B.S., Rathor, J.S., Export Marketing, Himalaya Publishing House, Mumbai.
  • Cherunilam, Francis, International Marketing, Himalaya Publishing House, Mumbai.

 

REFERENCES: 

 

References: 
  • Onkvisit, Shaw, International Marketing, Prentice Hall of India, New Delhi
  • Cateora, Philip R. and Graham, John L., International Marketing, Academic Internet Pub Inc.
  • Terpstra, Vern and Sarathay, Ravi, International Marketing, Dryden Press
Academic Year: 
2021-2022
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