International Marketing

Paper Code: 
MMC 322
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

The paper aims at introducing the student to the basic fundamentals of International Marketing

18.00
Unit I: 
Marketing concepts

 Selling Vs. Marketing, Marketing mix (4 Ps of Marketing),Difference between International and Domestic marketing, International Marketing environment: Meaning, Types of environment-External and Internal (in brief)
International market segmentation: Definition, essentials of effective segmentation,
International Market targeting, International Market positioning

18.00
Unit II: 
Foreign market selection

 Process
International Market entry modes: Exporting, licensing, franchising, Contractmanufacturing, Assembly, Joint venture, Strategic alliance, Merger and acquisition.
International Product planning: Product concepts, levels, International Product Life Cycle(IPLC), process of new product development

18.00
Unit III: 
International Pricing

 Pricing objectives, factors affecting pricing decisions, pricingprocess, pricing methods
International Packaging: Packaging concepts, importance, levels, and factors influencing packaging.
International Distribution: Meaning, importance, types of export distribution intermediaries, factors affecting choice of distribution channel.

18.00
Unit IV: 
International Advertising

 Definition,adaptation vs. standardization,
Legal aspect of international advertisingPersonal Selling: Concepts, importance, processPublicity: Concepts, methods, Negative publicity.
Sales Promotion: Concepts, tools andtechniques of Consumer & dealer promotion

18.00
Unit V: 
International Marketing Research

Concepts, importance, International marketing research process.
International marketing control: Concepts, process, need, tools and techniques of marketing control.

Essential Readings: 
  1.  Varshney, R.L. and Bhattacharyya, B., International Marketing Management: An Indian perspective, Sultan Chand & Sons, New Delhi.8th edition
  2. Jain, Subhash C., International Marketing Management, CBS Publishers & Distributors, New Delhi..3rd edition
  3. Kotler, Philip and Keller, Kevin Lan, Marketing Management, Pearson Education (Singapore) Pvt Ltd., Indian branch, New Delhi, 12 edition.
     

 

References: 

1.    OnkvisitSak& Shaw John J “International Marketing-Analysis and Strategy”. Prentice       Hall Publishing House,New Delhi.3rd edition.
2.   Cateora Philip R & Graham John L , “International Marketing” .Irwin McGraw Hill,         New Delhi
3     Vasudeva P K, “ International Marketing”. Excel Books,New Delhi
4.    Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning,            Implementation & Control, Macmillan India Ltd., New Delhi. 2nd edition.

 

Academic Year: 
2019-2020
  • Printer-friendly version
  • PDF version