International Marketing Management

Paper Code: 
MIB 325
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
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.

Unit I: 

Marketing concepts: Selling Vs. Marketing, Marketing mix (4 Ps of Marketing), Difference between International and Domestic marketing, International Marketing management orientation (EPRG).

International Marketing environment: Meaning, Types of environment-External and Internal. Environmental factors influencing international marketing practices.

International market segmentation: Definition, bases, essentials of effective segmentation, advantages. International Market targeting, International Market positioning

Foreign market selection: Process, Criteria for selection of target countries International Market entry modes: Exporting, licensing, franchising, Contract manufacturing, Assembly, Joint venture, Strategic alliance, Merger and acquisition.

International Product planning: Product concepts, levels, International Product Life Cycle (IPLC), process of new product development Branding: Concepts, advantages, trademark, service mark, brand familiarity levels

Essential Readings: 

• Varshney, R.L. and Bhattacharyya, B., International Marketing Management: An Indian perspective, Sultan Chand & Sons, New Delhi.8th 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

ACADEMIC YEAR: 
2016-2017
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