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.

9.00
Unit I: 

Market Orientation & EPRG Framework:

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

Marketing Communication Strategy:

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

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

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

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: 

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.

 

References: 

Reference Books:

  1. Francis Cherunilam, International Business.
  2. Parasram, Export: What, Where and How.
  3. P.Subba Rao, International Business.
  4. Rakesh Mohan Joshi, International Marketing Management.

 

ACADEMIC YEAR: 
2021-2022
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