International Marketing

Paper Code: 
BSR 516
Credits: 
3
Contact Hours: 
45.00
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.

9.00
Unit I: 

International marketing concepts, difference between international and domestics marketing, Basic functions of International marketing, Forms of marketing in overseas market, EPRG orientation

9.00
Unit II: 

Export marketing research and market selection, factors influencing market selection, Market entry strategies

9.00
Unit III: 

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

9.00
Unit IV: 

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
Unit V: 

International distribution channel, Transportation, Packaging, Marine Insurance, Warehousing.

Essential Readings: 
  1. Rathor, B.S., Rathor, J.S., Export Marketing, Himalaya Publishing House, Mumbai, 2005, 8th ed.
  2. Cherunilam, Francis, International Marketing, Himalaya Publishing House, Mumbai, 2004, 7th ed.
References: 
  1. Onkvisit, Shaw, International Marketing, Prentice Hall of India, New Delhi
  2. Cateora, Philip R. and Graham, John L., International Marketing, Academic Internet Pub Inc., 2006,13th ed.
Academic Year: 
2018-2019
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