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.

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

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: 
  1. Rathor, B.S., Rathor, J.S., Export Marketing, Himalaya Publishing House, Mumbai.
  2. Cherunilam, Francis, International Marketing, Himalaya Publishing House, Mumbai.

 

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

 

 

Academic Year: 
2019-2020
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