International Marketing Strategies

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

Paper has been designed such that it acquaints the students with the emerging trends in the service sector and handling the issues involved in the management of service.

 

Course Outcome(COs):

Course

Learning Outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

IBG 416

International Marketing Strategies

CO 79To provide an overview of International Market Orientation.

CO 80To familiarize students with market communication strategies

CO 81To impart the knowledge of different promotional strategies

CO 82To familiarize students with the International Marketing research

CO 83To appraise students with the International Service industry.

 

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments.

 

Learning activities for the students:

Self-learning assignments, Effective questions,

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

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 4

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.

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

 

 

ACADEMIC YEAR: 
2020-2021
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