International Marketing Strategies

Paper Code: 
IBG 416
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

International Promotion Strategy: Advertisement, Personal Selling, E- Marketing, Trade Fairs and Exhibitions; Promotion Mix.

9.00
Unit I: 
Unit 1

International Promotion Strategy: Advertisement, Personal Selling, E- Marketing, Trade Fairs and Exhibitions; Promotion Mix.

9.00
Unit II: 
Unit 2

Overseas Marketing Research: Meaning, Importance of Marketing Research for Foreign trade, Research process.

9.00
Unit III: 
Unit 3

International Market Segmentation: Definition, basis, essentials of effective segmentation and its advantages.

International market targeting and international market positioning 

9.00
Unit IV: 
Unit IV

International Packaging: Concept, Importance, factors influencing packaging.

Personal Selling: Concept, Importance, Steps in sales force management.

9.00
Unit V: 
Unit 5

International Marketing Control:

Concepts, Features, Design to Control, Process and Components.

* Case studies related to entire topics are to be taught.

 

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
  • Cherunilam Francis “International Business”, Tata McGraw-Hill Publishing Company Limited, new Delhi
  • Parasram, Export: What, Where and How, Anupam Publishers
  • P Subba Rao : International Business(Text and Cases) , Edition 4,  Himalya Publication House, Mumbai

 

ACADEMIC YEAR: 
2018-2019
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