INTERNATIONAL MARKETING

Paper Code:

BSR 516

Credits:

Contact Hours:

45.00

Max. Marks:

100.00

Objective:

Course Outcomes	Learning and teaching strategies	Assessment Strategies
CO 187: To analyze the concept of international marketing, functions and forms of overseas market with different EPRG orientation CO 188: To evaulate market selection factors, entry strategies and export marketing research CO 189: To analyze and learn about product planning ,product designing, branding and packaging, labeling and Quality issues, International Product Life Cycle (IPLC) CO 190: To understand the students about international product promotion, promotion mix, qualities of export salesperson and problems in export promotion CO 191: To evaluate and apply international distribution channel, transportation, packaging, marine insurance and warehousing.	Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) /Discussions using Leading Case laws/ Learning activities for the students: Role Play activities/ Moot Court/Group Discussions/ Class presentation	Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.

Course Outcomes

Learning and teaching strategies

Assessment Strategies

CO 187: To analyze the concept of international marketing, functions and forms of overseas market with different EPRG orientation

CO 188: To evaulate market selection factors, entry strategies and export marketing research

CO 189: To analyze and learn about product planning ,product designing, branding and packaging, labeling and Quality issues, International Product Life Cycle (IPLC)

CO 190: To understand the students about international product promotion, promotion mix, qualities of export salesperson and problems in export promotion

CO 191: To evaluate and apply international distribution channel, transportation, packaging, marine insurance and warehousing.

Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) /Discussions using Leading Case laws/

Learning activities for the students:

Role Play activities/ Moot Court/Group Discussions/ Class presentation

Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.

9.00

Unit I:

International marketing concepts, differencebetween international and domestics marketing, Basic functionsof International marketing, Forms of marketing in overseas market (direct and indirect exporting) EPRG orientation

10.00

Unit II:

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

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

8.00

Unit V:

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, Mumbai.
Onkvisit, Shaw, International Marketing, Prentice Hall of India, New Delhi

References:

Cateora, Philip R. and Graham, John L., International Marketing, Academic Internet PubInc.
Terpstra, Vern and Sarathay, Ravi, International Marketing, DrydenPress

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