International Marketing

Paper Code: 
MIB 324
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

1.     The course seeks to develop a conceptual understanding of various aspects related to international marketing and foreign market entry.

Course Outcomes (COs): 

 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

PAPER CODE

Paper Title

MIB 324

International Marketing

 

CO 106: To acquire an in-depth knowledge of International Marketing.

 

CO 107:  To learn and assess an organization’s ability to entry in a foreign market.

 

CO 108: To explore the concepts of international product planning and pricing decisions.   

 

CO 109: To understand the distribution channel strategies.

 

CO 110: To identify the process of International marketing research.  

 

 

Approach in teaching:

Interactive Hours using whiteboards, Discussion, , Reading assignments, Demonstration, Team teaching, Quiz.

 

Learning activities for the students:

Self learning assignments, Effective questions, Solving problems of unsolved questions, Problem based learning-cases, Group learning teamwork,

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
International Marketing

International Marketing- Definition, Nature, Scope, Importance of International Marketing, Challenges in International Marketing, Difference between domestic and International Marketing, Environment- Internal and External.

Case: - Starbucks-going global Fast.

12.00
Unit II: 
Foreign Market Entry

Foreign Market Entry– Foreign market selection process, Foreign market entry modes, Indirect and direct market entry strategies.

Case: - EXXON-Ethical issues. 

12.00
Unit III: 
International Product Planning

International Product Planning – Product planning, Product Mix, International Product life-cycle, new product development, Product adaptation VS standardization.

International Pricing Decision- Pricing objectives, Pricing methods, Factors influencing Pricing, Export price quotation and Incoterms. 

Case:-Nestlé’s Product development strategy: A case study of Maggi noodle. 

12.00
Unit IV: 
Distribution Strategy

Distribution Strategy- Definition, Role, characteristics, Types of distribution channel, Factors Affecting choice of channels.

International Promotional Strategy- Advertisement, E-Marketing, Trade fairs and exhibitions.

Case: Strategic Marketing at blue dart express limited.

12.00
Unit V: 
International Marketing Research

International Marketing Research – Meaning, Importance, Application of marketing research, Research process, Techniques of Marketing research.

Marketing of Services- Characteristics of Services, Service Export from India, Service Sector-Major Barriers to trade.

Case: - Jet Airways: Market Expansion Strategies. 

*Case studies related to entire topics are to be taught

 

Essential Readings: 
  • Cateora R. Philip, Gilly C. Mary, Graham L. John, International Marketing, McGraw-Hill Irwin,2011.
  • Kothari R.K. Dr., Jain Mukesh Dr. International Marketing, R.B.D. Publication.
  • Baack W. Daniel, Czarnecka Barbara, Baack Donald, International Marketing, Sage, 2019.
  • Graham John, Cateora R. Philip, Gilly C. Mary, ISE International Marketing, McGraw-Hill Education, 2019.
  • Pegan Giovanna, Vianelli Donata, Luca de Patrizia, International Marketing Strategy: The country of origin effect on decision-making in practice,Springer, 2019.
  • Solberg Arthur Carl, International Marketing: Strategy Development and Implementation, Routledge, 2017.

 

ACADEMIC YEAR: 
2020-2021
  • Printer-friendly version
  • PDF version