International Marketing Strategy

Paper Code: 
FTM 401
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

The Course attempts to provide to the students the knowledge of the strategies to sell their products effectively in the international market and various pricing policies adopted for the same.

Unit I: 
Market Orientation & EPRG Framework:

International Market Orientation, Process of Internationalization, EPRG Framework: Ethnocentric, Polycentric, Regiocentric, Geocentric Orientation.

Unit II: 
Marketing Communication Strategy:

Meaning, Process, Tools of Marketing Communication, Barriers to International Marketing Communication, Factors preventing Standardization of Marketing Communication

Unit III: 
International Promotion Strategy:

Advertisement, Personal Selling, E-Marketing, Trade Fairs and Exhibitions.

Unit IV: 
Introduction to Marketing Research:

Meaning, Market vs Marketing Research, Scope of Marketing Research, Uses and Limitations of Marketing Research, Research Process

Unit V: 
Marketing of Global Services:

Characteristics of Services, Services export from India,
Strategies used by Service sector to enter into foreign markets, Major barriers to service trade.

Essential Readings: 

1. Kothari Jain Mittal, International Marketing, RBD, Jaipur.
2. Rathore & Rathore, Export Marketing, Himalaya Publishing House, Mumbai.
3. Varshney R.L. and Bhattacharya, International Marketing Management.
4. ICFAI Module of International Marketing.

ACADEMIC YEAR: 
2020-2021
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