International Marketing Management

Paper Code: 
INB-231
Credits: 
3
Contact Hours: 
90.00
24.00
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.-

22.00
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. -

14.00
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.

16.00
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

14.00
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: 
2018-2019
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