International Marketing Management

Paper Code: 
INB231
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
12.00
Unit I: 
International Marketing:

Definition, Scope, Importance of International Marketing, Challenges in International Marketing. Difference between Domestic marketing and International Marketing, International Marketing Environment – Internal and External.

12.00
Unit II: 
Foreign Market Entry:

Foreign market selection process, Foreign market entry modes (in brief) - Licensing, Franchising, Exporting, Contract Manufacturing, Turnkey Contracts, Joint Venture, Mergers & Acquisitions.

12.00
Unit III: 
International Product Planning:

Product planning, Product Mix, Product Adaptation Vs Standardization, International Product Life Cycle
International Pricing Decision:
Pricing Objectives, Pricing Methods, Factors influencing pricing, Export Price Quotations and INCO terms.

Unit IV: 
Distribution Strategy:

Meaning, Role and Importance, International channel system – Direct and Indirect, Factors affecting Channel choice.
International Promotion Strategy:
Advertisement, E-Marketing, Trade Fairs and Exhibitions.

Unit V: 
Overseas Marketing Research:

Meaning, Importance of Marketing Research, Research process.
Marketing of Services:
Characteristics of Services, Services export from India, Service sector- Major barriers to trade.

Essential Readings: 

• Kothari Jain Mittal, International Marketing, RBD, Jaipur.
• Ramaswami and Namakumari, Marketing Management, CBS Publishers, New Delhi.
• Rakesh Mohan Joshi, International Marketing Management.
• Varshney R.L. and Bhattacharya, International Marketing Management, S.Chand, New Delhi.
• Philip Kotler, Marketing Management, Pearson Education, New Delhi.

ACADEMIC YEAR: 
2019-2020
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