INTERNATIONAL MARKETING STRATEGIES

Paper Code: 
IBG-416
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcome (COs):

               Course Outcomes

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to:

CO 150: To provide an overview of International Market Orientation.

CO 151: To familiarize students with market communication strategies

CO 152: To impart the knowledge of different promotional strategies

CO 153: To familiarize students with the International Marketing research

CO 154: To appraise students with the International Service industry.

 

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments.

 

Learning activities for the students:

Self-learning assignments, Effective questions,

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

 

9.00
Unit I: 
International Promotion Strategy:

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

9.00
Unit II: 
Overseas Marketing Research:

Meaning, Importance of Marketing Research for Foreign trade, Research process.

9.00
Unit III: 
International Market Segmentation:

Definition, basis, essentials of effective segmentation and its advantages.
International market targeting and international market positioning

9.00
Unit IV: 
International Packaging:

Concept, Importance, factors influencing packaging.
Personal Selling: Concept, Importance, Steps in sales force management.

9.00
Unit V: 
International Marketing Control:

Concepts, Features, Design to Control, Process and Components.

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: 

SUGGESTED READINGS:

  • Cherunilam Francis “International Business”, Tata McGraw-Hill Publishing Company Limited, new Delhi
  • Parasram, Export: What, Where and How, Anupam Publishers

E-RESOURCES:

  • International marketing, Philip Kotler

https://www.pdfdrive.com/marketing-philip-kotler-kotler-philip-marketing-1-philip-kotler-e40034031.html

  • International Marketing, Rai international University.

https://www.pdfdrive.com/international-marketing-e33406695.html

JOURNALS:

  • Indian Journal of Marketing
  • Marketing Management

 

ACADEMIC YEAR: 
2022-2023
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