INTERNATIONAL MARKETING STRATEGY

Paper Code: 
FTM-401
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

  
 

CO1.         To  provide an overview of International Market Orientation.

CO2.         To  familiarize students with market communication strategies  

CO3.         To impart the knowledge of different promotional strategies 

CO4.          To  familiarize students with the International Marketing

CO5.         To appraise students with the International Service industry.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Practical Cases, Power point presentation and Solving Questions.    

 

Learning activities for the students:

Self learning assignments, Effective questions, Seminar presentation, Giving tasks, Live practical problems analysis

 

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

  

 

9.00
Unit I: 
Market Orientation & EPRG Framework:

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

9.00
Unit II: 
Marketing Communication Strategy:

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

8.00
Unit III: 
International Promotion Strategy:

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

10.00
Unit IV: 
Introduction to Marketing Research:

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

9.00
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: 

• Kothari Jain Mittal, International Marketing, RBD publication, Jaipur.
• Rathore & Rathore, Export Marketing, 2019, Edition 3rd Himalaya Publishing House, Mumbai.
• Varshney R.L. and Bhattacharya, International Marketing Management, Sultan Chand & Sons, 26th Revised Edition.

References: 

Reference Books:
• Cherunilam Francis “International Business”, Tata McGraw-Hill Publishing Company Limited, new Delhi.
• P Subba Rao : International Business(Text and Cases) , Edition 4, Himalya Publication House, Mumbai.
• Rakesh Mohan Joshi, International Marketing Management, Oxford University Press; 2nd edition.
• ICFAI Module of International Marketing.
E-RESOURCES:
• International marketing, Philip Kotler
https://www.pdfdrive.com/marketing-philip-kotler-kotler-philip-marketing...
• International Marketing, Rai international University.
https://www.pdfdrive.com/international-marketing-e33406695.html

JOURNALS:
• Journal of International Marketing
• International Marketing review

ACADEMIC YEAR: 
2022-2023
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