INTERNATIONAL MARKETING

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

COURSE OUTCOMES (COS):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

 
 

CO 191: To analyze the concept of international marketing, functions and forms of overseas market with different EPRG orientation

CO 192: To evaulate market selection factors, entry strategies and export marketing research

CO 193: To analyze and learn about product planning, product designing, branding and packaging, labeling and Quality issues, International Product Life Cycle (IPLC)

CO 194: To understand the students about international product promotion, promotion mix, qualities of export salesperson and problems in export promotion

CO 195: 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
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
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
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.
• 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
 
e- RESOURCES:
• International Business  , Hill, Mc Graw Hill Education 
 
• International Business  , Gupta,  Mc Graw Hill Education
 
• International Business  , Aswathapa, Mc Graw Hill Education 
 
JOURNALS
• International Business
• Indian Journal Of Marketing
• Foregin Trade Review
 
Academic Year: 
2022-2023
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