INTERNATIONAL MARKETING

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

Course outcomes (COs):

 

Course outcomes

Learning and teaching strategies

Assessment Strategies

 
 

On completion of this course, the students will be able to:

 

CO 126: Acquire an in-depth knowledge of International Marketing.

 

CO 127:  Assess an organization’s ability to entry in a foreign market.

 

CO 128: Demonstrate the concepts of international product planning and pricing decisions.   

 

CO 129: Compare the distribution channel strategies.

CO 130: to understand the promotional techniques for international marketing.

CO 131: To understand the concept of marketing Research.

 

Approach in teaching:

Interactive Lectures 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-

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 selection process, Foreign market entry modes, Indirect and direct market entry strategies.
Case: - EXXON-Ethical issues.

12.00
Unit III: 
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-

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 –

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.

Essential Readings: 

• Kothari Jain Mittal, International Marketing, RBD, Jaipur.
• Rathore & Rathore, Export Marketing, Himalaya Publishing House, Mumbai.
• Varshney R.L. and Bhattacharya, International Marketing Management.
• ICFAI Module of International Marketing.

References: 

SUGGESTED READINGS:
• Francis Cherunilam, International Business.
• Parasram, Export: What, Where and How.
• P.Subba Rao, International Business.
• Rakesh Mohan Joshi, International Marketing Management.
E-RESOURCES:

• International marketing, Philip Kotler
https://www.pdfdrive.com/marketing-philip-kotler-kotler-philip-marketing...
• International Marketing, Rai international University.
https://www.pdfdrive.com/international-marketing-e33406695.html

JOURNALS:
• Indian Journal of Marketing
• Journal of Marketing Management
• Foreign Trade Review

ACADEMIC YEAR: 
2022-2023
  • Printer-friendly version
  • PDF version