International Marketing Management

Paper Code: 
MIB 324
Credits: 
4
Contact Hours: 
60.00
Objective: 

Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.

12.00
Unit I: 
International Marketing concepts

meaning, importance, problems & challenges
International market segmentation, International Market targeting, International Market positioning
International Market entry modes: Exporting, licensing, franchising, Contract manufacturing, Assembly, Joint venture, Strategic alliance, Merger and acquisition

12.00
Unit II: 
International Product planning

Product concepts, levels, International Product Life Cycle (IPLC), process of new product development
International Pricing: Pricing objectives, factors affecting pricing decisions, pricing process, pricing methods, types of export price quotation(INCO TERMS)

12.00
Unit III: 
International Distribution

Meaning, role and functions, types of export distribution intermediaries, factors affecting choice of distribution channel
International Promotion: Advertising, Personal Selling & Trade Fair and Exhibition

12.00
Unit IV: 
Digital Marketing

Presentation of websites, Online advertising- Benefits to the advertiser, objectives of online advertising, hosts of online advertising, Social media marketing- uses, blogging, types of bloggers, uses of blogging, viral marketing (in brief)

12.00
Unit V: 
International Marketing Research

Concepts, importance, International Marketing Research process.
Data collection: Data concepts, Types of data sources, methods of data collection, sampling concepts, types of sampling.
Data analysis: Steps in data analysis: Report writing, format of marketing research report.

Essential Readings: 

Joshi.Rakesh. M., International Marketing, OXFORD University Press, New Delhi, 4th Edition
• Charlesworth.A., Digital Marketing,Routledge Taylor& Francis Group,2nd Edition
• Jain, Subhash C., International Marketing Management, CBS Publishers & Distributors, New Delhi..3rd Edition
• Kotler, Philip and Keller, Kevin Lan, Marketing Management, Pearson Education (Singapore) Pvt Ltd., Indian branch, New Delhi, 12 edition
• OnkvisitSak& Shaw John J “International Marketing-Analysis and Strategy”. Prentice Hall Publishing House,New Delhi.3rd edition.
• Cateora Philip R & Graham John L , “International Marketing” .Irwin McGraw Hill, New Delhi
• Vasudeva P K, “ International Marketing”. Excel Books,newdelhi
• Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning, Implementation& Control, Macmillan India Ltd., New Delhi. 2nd edition.
• Varshney, R.L. and Bhattacharyya, B., International Marketing Management: An Indian perspective, Sultan Chand & Sons, New Delhi.8th edition

ACADEMIC YEAR: