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International Marketing Strategies
Paper Code:
IBG 416
Credits:
3
Contact Hours:
45.00
Max. Marks:
100.00
10.00
Unit I:
Unit 1
International Promotion Strategy: Advertisement, Personal Selling, E- Marketing, Trade Fairs and Exhibitions; Promotion Mix.
10.00
Unit II:
Unit 2
Overseas Marketing Research: Meaning, Importance of Marketing Research for Foreign trade, Research process.
6.00
Unit III:
Unit 3
International Market Segmentation: Definition, basis, essentials of effective segmentation and its advantages.
International market targeting and international market positioning
10.00
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
References:
- 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
- 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:
