Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.
meaning, importance, problems & challenges
International market segmentation, International Market targeting, International Market positioning
International Market entry modes: Exporting, licensing, franchising, Contract manufacturing, Assembly, Joint venture, Strategic alliance, Merger and acquisition
Product concepts, levels, International Product Life Cycle (IPLC), process of new product development
International Pricing: Pricing objectives, factors affecting pricing decisions, pricing process, pricing methods, types of export price quotation(INCO TERMS)
Meaning, role and functions, types of export distribution intermediaries, factors affecting choice of distribution channel
International Promotion: Advertising, Personal Selling & Trade Fair and Exhibition
Presentation of websites, Online advertising- Benefits to the advertiser, objectives of online advertising, hosts of online advertising, Social media marketing- uses, blogging, types of bloggers, uses of blogging, viral marketing (in brief)
Concepts, importance, International Marketing Research process.
Data collection: Data concepts, Types of data sources, methods of data collection, sampling concepts, types of sampling.
Data analysis: Steps in data analysis: Report writing, format of marketing research report.
Joshi.Rakesh. M., International Marketing, OXFORD University Press, New Delhi, 4th Edition
• Charlesworth.A., Digital Marketing,Routledge Taylor& Francis Group,2nd Edition
• Jain, Subhash C., International Marketing Management, CBS Publishers & Distributors, New Delhi..3rd Edition
• Kotler, Philip and Keller, Kevin Lan, Marketing Management, Pearson Education (Singapore) Pvt Ltd., Indian branch, New Delhi, 12 edition
• OnkvisitSak& Shaw John J “International Marketing-Analysis and Strategy”. Prentice Hall Publishing House,New Delhi.3rd edition.
• Cateora Philip R & Graham John L , “International Marketing” .Irwin McGraw Hill, New Delhi
• Vasudeva P K, “ International Marketing”. Excel Books,newdelhi
• Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning, Implementation& Control, Macmillan India Ltd., New Delhi. 2nd edition.
• Varshney, R.L. and Bhattacharyya, B., International Marketing Management: An Indian perspective, Sultan Chand & Sons, New Delhi.8th edition
Links:
[1] https://foreigntrade.iisuniv.ac.in/courses/subjects/international-marketing-management-1
[2] https://foreigntrade.iisuniv.ac.in/academic-year/2019-2020