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: 
Introduction to Marketing Strategy:

Concept of strategy, Strategic Intent, Environmental Scanning - Approaches, Sources of Information, Quick Environmental Scanning Technique (QUEST)

9.00
Unit II: 
Marketing Communication Strategy:

Concept, Need, Principles of Effective Communication
Modern media of International Communication – Fax Messages, Teleconferencing, E-mail
Cross cultural Barriers in international 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: 

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: 

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: 
2019-2020
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