International Marketing

Paper Code: 
MMM 321
Credits: 
4
Contact Hours: 
60.00
Objective: 

Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.

Marketing concepts, Selling Vs. Marketing, Marketing mix (4 Ps of Marketing), Difference between International and Domestic marketing, Process of International Marketing

Entrance into International Markets: Concept, Modes of International Market entry, Factors affecting the selection of entry mode, Deciding on the right international market entry mix.

Product Strategy: Standardization Vs. Adaptation, Packaging and labelling, Product Life cycle in International Markets, International Product Strategy.

Pricing Strategy: Pricing Decisions, Factors affecting Pricing Decisions. Distribution Strategy: Types of International Distribution Channels, Structures of Distribution channels in International Markets.

Export Procedure and Documentation: Export documentation, Commercial Documents, Regulatory Documents, and Procedure for Export-Import.

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. 3. Terpstra, Vern and Sarathay, Ravi, International Marketing, Dryden Press, 2000

Academic Year: 
2018-2019
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