International Marketing Strategy

Paper Code: 
FTM-401
Credits: 
3
Contact Hours: 
45.00
Objective: 

The Course attempts to provide to the students the knowledge of the strategies to sell their products effectively in the international market and various pricing policies adopted for the same.

10.00
Unit I: 
International Promotion Strategy:

Advertisement, Personal Selling, E- Marketing, Trade Fairs and Exhibitions; Promotion Mix.

10.00
Unit II: 
Overseas Marketing Research:

Meaning, Importance of Marketing Research for Foreign trade, Research process, Evaluation of Sources.

6.00
Unit III: 
Marketing of Services:

Characteristics of Services, Services export from India, Service sector – Entry into foreign markets, Major barriers to trade.

10.00
Unit IV: 
Export Risks, Legal dimensions:

Laws relating to International marketing – Protection of Intellectual Property, Shipping of goods; Arbitration and Settlement of disputes.

9.00
Unit V: 
Ethical Issues in International Perspective:

Ethical issues regarding - Marketing, Environment, Safety standards, Human Rights.

Essential Readings: 

1. Kothari Jain Mittal, International Marketing, RBD, Jaipur.

2. Rathore & Rathore, Export Marketing, Himalaya Publishing House, Mumbai.

3. Varshney R.L. and Bhattacharya, International Marketing Management.

4. ICFAI Module of International Marketing.

References: 

1. Francis Cherunilam, International Business.

2. Parasram, Export: What, Where and How.

3. P.Subba Rao, International Business. Rakesh Mohan Joshi, International Marketing Management.

ACADEMIC YEAR: 
2018-2019
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